You can elect not to have it if you don't want it, it's actually up to the merchant. You might also notice Amazon in some regions does not even require the CVV.

You can elect not to have it if you don't want it, it's actually up to the merchant. You might also notice Amazon in some regions does not even require the CVV. 3D Secure gives you discounts on the processing rate since it reduces risk of fraud. However Amazon gets discounts for its scale and elects to avoid it, presumably to improve conversion - and offer features such as the one click checkout.