Benchmark
Amazon
Identifier-first
Friction reduction
Trust signaling
Recovery resilience
What they do well
Identifier-first login: you enter your email, then Amazon decides the next step (password, OTP, or passkey) based on your account.
Why it works
It keeps the first screen minimal and lets Amazon route millions of accounts with different security postures through one flow without overwhelming any single user.
What Partenamut can learn from it
A single identifier field can carry a lot of routing logic invisibly — Partenamut's login could branch to itsme, CSAM, or password based on the member's registered method, instead of showing every option at once.
UX pattern extracted
Identifier-first