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BizReport : Ecommerce archives : October 29, 2009

Amazon simplifies the checkout process

Keeping the checkout process quick and easy to use is key to lowering shopping cart abandonment and increasing sales. It's not surprising, then, to see a big online player take the simplification of online purchasing to another level.

by Helen Leggatt

amazon logo.gifAmazon was a pioneer of one-click shopping and now the Internet behemoth is launching an even shorter short-cut for buying on Amazon or other participating websites.

Called PayPhrase, the new payment system from Amazon Payments bundles customers' shipping, credit card details and other payment settings into one memorable phrase backed up by a 4-digit PIN.

"PayPhrase solves the headache of trying to keep track of all the different usernames and passwords people use to shop on various sites across the web. With PayPhrase all you need is one phrase and one PIN to pay online," said Matt Williams, General Manager, Amazon PayPhrase. "We think customers will enjoy the simplicity that Amazon PayPhrase offers and we hope they'll have some fun choosing their own personal phrases."

For those who find punching in strings of credit card numbers a bit too tedious, PayPhrase is sure to be popular. However, for others who are already bogged down by innumerable passwords and PIN numbers, Amazon's PayPhrase may be one phrase too many, particularly once popular and everyday phrases have been used up.

A nice touch is that PayPhrase makes it possible for parents to set up an online allowance for their teens or students. Parents can set monthly spending limits on accounts, and approve or decline each order via email or text messages.

Tags: Amazon, checkout, online payments, online security, payment system, PayPhrase

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