New login service Login with Amazon

Known to all the company Amazon, which is engaged in trade, and hosting, and devices for reading electronic books, and who knows what else, today launched the service of logins .

The company reports that it has more than 200 million active users, and that the new service is designed to facilitate the process of identifying users on websites and in mobile applications.
According to the documentation , by setting up access to this site through this service, the webmaster will be able to get user data (id, e-mail, name and zip code) if the user wants to log in through Amazon.

The documentation describes integration scenarios for web, iOs, and Android.

According to one US study, more than half of Internet users have to remember 5 or more passwords for different services. Therefore, from time to time someone comes up with the idea to make a service for a universal login, with which it will be possible to log in anywhere.
WebID, OpenId, and other services that have already sunk into oblivion tried to do the same. Plus, persistent offers to log in with facebook, livejournal, g +, VKontakte, etc.
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On the one hand, the comic suggests itself: “there are 10 different standards, let's make a new one — universal, comprehensive ... And there will be 11 standards already.”
On the other hand, Amazon can push a lot.

Although, after all, the new service is not a standard, it is itself based on the well-known OAuth standard. This, of course, marketing under the sauce simplifies the lives of ordinary users.
Will webmasters politely try to simplify the lives of visitors to their projects, while complicating their own, figuring out and setting up this authorization system? Time will tell.

It will not be out of place to think at the beginning whether you should tell some third-party project who exactly is your client? At best, Amazon will be able to use this information for contextual advertising, for example. In the worst case, if they break something or change it, users will not get to your site (if this login is the only authentication method).
Of course, in the Russian context this proposal is not so tempting - I think that only geeks and amateurs are very cunning to save to use the services of this foreign store.