Amazon's PayFort changes brand to Amazon Payment Services

Amazon-owned PayFort has changed its name to Amazon Payment Services and will offer installment payments to the markets it serves in the Middle East and North Africa.

Dubai-based PayFort will remain "a highly secure online payment service that is easy to use" and integrate, Amazon Payment Services managing director Omar Soudodi stated in a letter on the company website. PayFort will now have the benefit of Amazon's global reach and technology benefits, he added.

Amazon Payment Services will still operate as a payment service provider in allowing companies to accept a wide range of payment types, including Visa and Mastercard as well as local methods such as Knet, Naps and Meeza.

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Gabby Jones/Bloomberg

Not to be confused with Amazon Pay, the payment services company allows third-party companies to choose payment methods that customers will use on their sites, including the installment payment option. The rebrand of Amazon Payment Services is part of an aggressive multi-year strategy to add payment capabilities at Amazon.

The process also helps repeat buyers bypass redundant steps to establish a smoother payment experience and access security features to reduce fraud and store card details, according to Soudodi.

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