Amazon this week introduces a program that makes it easier for smaller e-commerce sites to incorporate the Pay with Amazon checkout option into their independent Web sites.

The initiative is called the Amazon Payments Partner Program, and it was designed to help e-commerce platform providers and developers extend the familiarity of Amazon payments to their merchant customers. In other words, it simplifies the process of adding Pay with Amazon to third-party Web sites. The Pay with Amazon capability was introduced in 2013, but this new program was designed specifically with smaller merchants in mind.

Like PayPal, Pay with Amazon adds a button to the checkout process that automatically populates all the fields, like address to payment information, using a customer’s Amazon account. To use the service, merchants pay fees that are similar to those they would pay for Paypal or other options, but the benefit, said Amazon spokesperson Tom Cook, is that it allows e-tailers to tap into the 304 million or more Amazon customers around the world. It also comes with name recognition.

“For merchants who struggle with cart conversion — mostly merchants with whom you’ve never shopped before — it helps with Web site trust to pay with Amazon,” Cook said. “Customers just type in their e-mail and password, so it removes all the friction and extends the trust to a merchant’s Web site.” Plus, he said, most merchants are also Amazon customers as well.

The program is available now by invitation in the United States, Germany, United Kingdom and Japan, and integrates with platforms like Shopify, OpenCart and Magento (who provide the infrastructure); merchants that use these platforms to power their Web sites can scroll through a directory to see which platforms are part of the Partner Program, then select the Pay with Amazon option when setting up their e-commerce sites. The services fall under three levels: Premier Partner, Certified Partner and Certified Developer.

Merchants participating in the program can receive knowledge-sharing and white glove integration services, and partners can receive account management, planning support, technical resources and training, directory listing and other perks.

“Our merchants want to offer their customers a payment solution that is trusted, easy and familiar,” said Brennan Loh, director of business development at Shopify. “We’re excited to be a Premier Partner in the Amazon Payments Partner Program, enabling our merchants to offer Pay with Amazon.”