This article talks about how Amazon has released a new service. This gives online shoppers the option to log into their amazon account and pay through it. Entering billing information adds extra steps to the process of purchasing things over the web although necessary. Paypal has already offered this service, but what is different is the fact that Amazon already has users that shop at their site. The accounts are already there. Users need not have both when they can simply shop on Amazon and participating sites with an Amazon account. In designing UI we talk about how we only want to eliminate steps not increase the number of steps to complete a task. Amazon’s service seems to decrease the number of steps. This is also applicable to mobile development. Users can make purchases faster as entering billing information can be more of a pain on mobile.