The submerged headline at Google I/O was the company's decision to fight it out with Facebook and make Google+ a standard for personal identity.

Collision time. That's Amazon's plan too.

It's just announced a new service called Login with Amazon.

This will enable the over 200 million Amazon customer to securely sign into apps, games, websites and other services using their existing Amazon details.

Fast, secure

The service has been operating in beta for some time, with early adopters such as Zappos and Woot reporting significant uptake.

Users get to choose what attributes of their account profile they share, while developer can use Login with Amazon free of charge.

Based on the OAuth 2.0 authorisation framework, Login with Amazon takes a couple of hours to integrate. SDKs are provided for Android and iOS.

"Login with Amazon enables app developers and website owners to leverage Amazon's trusted sign-in solution, allowing them to focus on providing a great experience for their customers," said Amazon's VP, eCommerce Services, Michael Carr.

"Amazon customers now have a hassle-free way to quickly and securely sign-in to apps, games and websites, without having to remember yet another password."

Developers can find out more via login.amazon.com.