Amazon has launched an in-app purchasing API for its Android Appstore that uses its 1-Click payment system.
The API has already been installed on Kindle Fire apps from Disney, The Wall Street Journal and New York Post offering users a fast, convenient method of paying for virtual currency and subscriptions.
Amazon frequently scores highly in consumer surveys and the recent eChannel Retail Benchmark from eDigital found that its checkout process scored joint first with Asda for usability.
The 1-Click system is a key part of its success as consumers expect a seamless payment system on mobile and don’t want to have to enter a lot of information.
A press release announcing the new API includes testimonials from several app developers who trialled the new system and found that conversion rates increased.
Amazon's director of Amazon Appstore Aaron Rubenson said the API gives developers access to millions of Amazon customers who are already familiar with its 1-Click payment system.
Many of Amazon Appstore's customers have shopped with Amazon before and they trust our easy payment process, which leads to higher conversion of developers' in-app content and subscriptions."
Amazon will take a 30% cut of in-app payments, which is the same amount Facebook takes from purchases made with Facebook Credits.
The social network made $445m last year from its partnership with gaming company Zynga, and its IPO predicts that the virtual currency market will be worth $15bn in 2014. It's not a stretch to see why Amazon is trying to get in on the act.
However, like the Kindle Fire, the Appstore is currently only available in the US. Amazon will need to extend its reach globally to truly take advantage of the opportunity offered by virtual currency.