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Not sure about the rest of Europe but in the UK it's standard for Amazon and many other online places to keep your card details on file.

Halifax, a bank in the UK didn't require 3d secure though did encourage it. Recently I used a site I'd not used before and they declined the transaction on my credit card and sent me a SMS which I had to reply to in order to use my card at that site.

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It's quite common for these companies to push their transactions through their US subsidiaries. If a company can convince their bank there will be little or no fraud they can convince their bank to avoid 3DS as well. E.g. if you have lots of transactions and other attributes keeping fraud low, like airlines who check your identity later anyway.

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