Amazon Is Introducing Passkeys for Seller Central: Here's Why Every Seller Should Enable Them
Protecting your Amazon Seller Central account has never been more important.
Beginning July 2026, Amazon is rolling out passkeys to all Seller Central accounts, giving sellers a faster, more secure, and passwordless way to sign in. Amazon has also confirmed that passkeys will become mandatory for some seller accounts later in 2026, making now the ideal time to prepare.
While this update may seem like a simple login enhancement, it represents a significant step forward in account security. As cyber threats and phishing attacks continue to target ecommerce businesses, stronger authentication is becoming essential to protecting seller accounts, revenue, and operational continuity.
Here's what this update means, why it matters, and how sellers can prepare.
What Are Passkeys?
A passkey is a modern authentication method that replaces traditional passwords with your device's built-in security features.
Instead of entering a password and verification code, you simply authenticate using:
Fingerprint recognition
Face recognition
Device PIN
QR code (on supported devices)
The passkey is securely stored on your trusted device or password manager, making sign-in both faster and significantly more secure.
Unlike passwords, passkeys cannot be guessed, reused, or stolen through phishing websites.
What's Changing?
Starting in July 2026, Amazon will make passkeys available for all Seller Central accounts.
Although sellers can continue using their existing login methods initially, Amazon has announced that passkeys will become a requirement for certain accounts later in 2026.
Amazon is encouraging sellers to enroll early to ensure a smooth transition before enforcement begins.
Why Is Amazon Making This Change?
Seller Central accounts contain sensitive business information, including:
Product listings
Inventory management
Financial reports
Bank account information
Disbursement settings
User permissions
Advertising and operational data
If an account is compromised, attackers could potentially:
Change product listings
Redirect seller payouts
Modify account settings
Disrupt business operations
Damage customer trust
Passkeys significantly reduce these risks by eliminating one of the weakest points in online security: passwords.
Why Passkeys Are More Secure Than Passwords
Traditional passwords can be:
Forgotten
Reused across websites
Stolen through phishing emails
Captured by fake login pages
Passkeys work differently.
They are cryptographically linked to your device and cannot be copied or entered into fraudulent websites.
Even if a seller accidentally visits a convincing phishing page, the passkey simply won't authenticate because it only works with Amazon's legitimate website.
This built-in phishing resistance is one of the biggest security advantages of passkeys.
Amazon Highlights Three Key Benefits
Stronger Account Security
Passkeys help protect your business against unauthorized access, reducing the risk of operational disruptions and financial loss.
Built-in Phishing Protection
Because passkeys are tied to your trusted device, they cannot be shared or stolen through phishing attempts.
Faster Sign-In Experience
Instead of remembering passwords or waiting for verification codes, sellers can log in using the same authentication method they already use to unlock their device.
The result is both greater security and improved convenience.
Does Amazon Store Your Biometric Information?
No. Amazon has confirmed that it does not collect or store your biometric information or passkey data.
Your fingerprint, facial recognition, or PIN remains securely stored on your personal device or password manager.
Amazon only receives confirmation that your identity has been successfully verified.
How to Set Up Your Passkey
Enrollment takes only a few minutes.
To create your passkey:
Sign in to Seller Central.
Navigate to Login & Settings.
Select Create Passkey.
Follow the on-screen instructions to register your device.
Once complete, future logins become faster and more secure.
Why Sellers Should Enable Passkeys Now
Although passkeys are optional for many sellers today, waiting offers little benefit.
Enabling them early allows you to:
Become familiar with the new login process.
Strengthen account security immediately.
Reduce exposure to phishing attacks.
Prepare before passkeys become mandatory for additional accounts.
For businesses with multiple users, it's also a good opportunity to review internal account access and authentication practices.
Pro Tips from XtendedGH
Enable Passkeys Before They're Required
Early adoption helps avoid disruptions when Amazon expands mandatory enrollment.
Review User Permissions
Take time to verify who has access to your Seller Central account and remove inactive users where appropriate.
Strengthen Internal Security Practices
Use unique user accounts for team members and avoid sharing login credentials.
Stay Alert for Phishing Attempts
Even with stronger authentication, sellers should remain cautious of suspicious emails and unofficial login pages.
How XtendedGH Can Help
As Amazon continues strengthening account security requirements, maintaining well-managed backend operations is more important than ever.
XtendedGH supports sellers by helping:
Review Seller Central account settings
Organize backend operational workflows
Support account management best practices
Reduce operational risks through structured backend processes
Our focus is helping sellers build secure, organized operations that support long-term marketplace success.
Final Thoughts
Amazon's move to passkeys is more than a login upgrade; it reflects the growing importance of account security across ecommerce.
As seller accounts become increasingly valuable targets for cybercriminals, passwordless authentication offers a safer and more reliable way to protect your business.
Taking a few minutes to enable passkeys today can help reduce security risks, simplify future logins, and prepare your account for Amazon's evolving security standards.
Get in Touch
If your business is looking to strengthen Seller Central account management, improve backend processes, or stay ahead of Amazon's operational updates, it may be time to review your internal workflows.
XtendedGH supports sellers with structured backend systems designed to keep marketplace operations organized and aligned with Amazon's evolving requirements.
Book a session with our team, or reach out at sales@xtendedgh.com. Let us handle the backend while you focus on growing your brand.
Frequently Asked Questions
What is a passkey?
A passkey is a passwordless login method that uses your device's built-in authentication, such as a fingerprint, face recognition, or PIN.
When will passkeys be available?
Amazon is rolling out passkeys to all Seller Central accounts beginning in July 2026.
Will passkeys become mandatory?
Yes. Amazon has confirmed that passkeys will become required for some Seller Central accounts later in 2026.
Does Amazon store my fingerprint or facial recognition data?
No. Your biometric information remains securely stored on your own device. Amazon does not collect or store this information.
Can I still use my password?
Initially, yes. However, sellers are encouraged to enable passkeys before they become mandatory for additional accounts.