Dive Brief:

• Amazon announced it will soon introduce "Pay with Amazon" buttons to mobile apps, as well as more websites in overseas markets. 
• The service’s payment volume is up 180% from last year, according to the company’s global payments lead, Patrick Gauthier, led by growth in overseas markets.
• Amazon’s clients in the United States include GoGo, the company that provides in-flight Internet services on major airlines, and retailers AllSaints and Shinola. 

Dive Insight:

Amazon says it will soon enable Pay with Amazon buttons on mobile apps in an effort to boost payment processing outside its online marketplace. Amazon has been slow to capitalize on the 200 million people that maintain e-tail accounts, but a renewed push could make it a real competitor for PayPal and other companies hoping to tap e-commerce and mobile payments.

Former PayPal executive Patrick Gauthier is leading the effort. Amazon is fighting perceptions that it will use transaction information to compete with payments clients, even though it serves thousands of third-party sellers through Amazon Marketplace. The company says it now has the internal infrastructure to expand payments services, and that its payments product leads to more conversions and repeat business.

The payments market has seen a flurry of activity from banks, mobile manufacturers, payments firms, and others hoping to tap into mobile payments this season, but no one player has achieved dominance. Amazon Wallet shut down this summer, and only Starbucks has succeeded in creating a product that attracts double-digit percentages of users.