To Amazon loyalists, the appeal of buying something on its marketplace largely boils down to the speed and ease of the transaction: It just happens in the background. The customer sees what they want, and within one click, the purchase is completed based on stored card information. It’s a bar traditional retailers have struggled to emulate, and it’s so convenient, it’s almost addictive.

Now, the e-commerce giant wants to bring that to retail stores outside of the Amazon ecosystem by way of Amazon Pay, which lets customers pay at physical checkouts with their smartphones using Amazon payment credentials.

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