According to a 2021 study from the Baymard Institute, 37% of online customers abandoned their basket because the site wanted them to create a new account; 28% abandoned their basket because the checkout process was too long or complicated. 
Baymard’s study reveals the importance of creating a seamless and efficient purchasing process for consumers. Let’s take a closer look at these two common customer frictions, before we explore possible solutions to each.
New account creation
We see three common pitfalls when merchants compel shoppers to create an account before completing purchase:
- This practice creates hesitancy for customers unfamiliar with eCommerce, the brand or the brand’s website.
- It introduces friction by requiring form fields too early in the checkout process.
- The complexity of creating a new password turns off consumers (we all hate this, don’t we?)
A checkout process that is too long or complicated:
- The number of form fields on a checkout has the most effect in this category on shopper behaviour.
- Unfulfilled opportunities to streamline or reduce empty fields is the next biggest friction point.
Amazon Sign-in can help address each of these concerns to reduce checkout friction and basket abandonment.
First, Amazon Sign-in offers you access to the hundreds of millions of customers around the globe that already have an Amazon account — an account they already know and trust for their online shopping. Customers uncomfortable with making purchases from an unknown merchant may have less hesitancy to check out when offered a familiar and trusted option.
Amazon Sign-in can also reduce the number of form fields to either a few simple button clicks (if the user is logged in and uses Amazon Pay) or two form fields user-based form fields (i.e. not including payment instrument) down from the average checkout of 15. 
If the shopper then goes on to select Amazon Pay as their payment method, they can complete the checkout with no further form fields — completely erasing all the friction points above.
Even if a shopper does not choose Amazon Pay as their payment method, through Amazon Sign-in you still have access to their information and can pre-fill all checkout fields with the exception of their payment instrument. Here we recommend using a best practice set forth in Baymard’s study and not only pre-fill form fields, but also set defaults (delivery address same as billing address).
All these little optimisations reduce hesitancy and buyer friction and increase checkout velocity. By eliminating these two main drivers of basket abandonment, you reduce up to 65% of the buyer friction, which leads to abandoned baskets. This ultimately frees up these shoppers to complete their checkout and increase your sales.
What do I need to implement Sign-in?
For merchants, the process for implementing Sign-in is very similar to adding the Amazon Pay Checkout button. There are five steps:
- Add the Amazon Pay script to the Sign-in page.
- Generate the Sign-in Payload.
NOTE: Please note that the payload here will require different values than the Amazon Pay Checkout button and will instead include “signInReturnUrl” and “signInScopes”.
- Sign the Payload.
- Configure and render the button.
NOTE: Please note that in rendering the Sign-in button, the “createCheckoutSessionConfig” will now be “signInConfig”.
- Receive the buyer’s token to get their details.
For more detailed information and to get started, visit our Integration Guides.
Have questions? Contact us or your Account Manager.
 Six Ways to Retain Shoppers from ‘Add to Basket’ to Order Completion, Baymard Institute, a report commissioned by Amazon Pay, 2021