Amazon begins rolling out Passkey sign-in for Seller Central accounts
Password-free login now live for sellers, offering stronger security and faster access from December 2
Amazon’s new Passkey sign-in option for Seller Central is now live, with the rollout having started on December 2, 2025. The change, announced on Seller Central, is aimed at giving sellers a more secure and convenient way to access their accounts, without relying on traditional passwords and older two-step verification methods.
What is Passkey sign-in
Passkey is a password-free authentication method that uses your device’s built-in security features. Instead of typing a password, sellers can sign in using a fingerprint, face scan, or a secure device PIN. The system is protected by end-to-end encryption, which makes it very difficult for attackers to steal or misuse login details.
Also Read: Amazon to cut key seller fees in Europe in 2026
Why Amazon is moving to Passkey now
With rising cybersecurity threats, phishing attempts, and data breaches across the internet, Amazon is pushing for stronger protection for Seller Central accounts. By encouraging Passkey from December 2, Amazon is aligning with global security standards and trying to reduce the risk of compromised accounts. The announcement on Seller Central makes it clear that security and trust are key parts of the seller experience.
Key benefits for sellers
Passkey verification offers several advantages:
1. Stronger security than traditional two-step verification, because there is no password to steal.
2. End-to-end encryption, which helps keep login credentials safe even if networks are unsafe.
3. Faster access, since you can sign in with your fingerprint, face scan, or device PIN.
4. Seamless use across supported devices and major browsers.
5. Compatibility with Amazon apps, making it easier to log in on mobile while on the move.
These benefits are especially important for sellers who manage large catalogs, run ads, or handle sensitive financial data inside Seller Central.
What this means for daily seller operations
For many sellers, logging in multiple times a day is part of routine work. With Passkey enabled, the sign-in process becomes quicker and less stressful. There is no need to remember long or complex passwords, or wait for one-time codes. This can be helpful during busy periods such as seasonal sales, deal events, and daily order management.
How to set up Passkey in Seller Central
Sellers who have not yet enabled Passkey can set it up in a few steps:
1. Log in to Seller Central and go to Login Settings.
2. Click on Set Up next to Passkey.
3. Follow the on-screen instructions to register your device and enable biometrics or PIN-based login.
Amazon has also provided additional guidance through the About Passkey page and the Passkey Verification Frequently Asked Questions, both linked from Seller Central. These resources explain supported devices, browser compatibility, and how to manage multiple Passkeys if more than one person accesses the account.
Advice for teams and multi-user accounts
For businesses where multiple team members access Seller Central, it is wise to review user permissions and sign-in methods. Account owners should ensure that each authorised user has their own secure login and does not share credentials. Where allowed, team members can set up Passkey on their own devices, reducing the risk of shared passwords and unauthorised access.
What sellers should do now
Since the rollout started on December 2, sellers are strongly advised to enable Passkey as soon as possible. Doing this now helps protect the account before any security incident occurs. It also gives enough time to get comfortable with the new method ahead of future policy changes that may make secure sign-in methods mandatory.
With Passkey verification now available for Seller Central sign-in, Amazon is taking a clear step towards stronger, password-free security for its seller community. The update, announced and detailed on Seller Central, combines enhanced protection with a smoother login experience across devices and apps. Sellers who enable Passkey early can better protect their business, reduce the risk of account misuse, and enjoy faster, more reliable access to their Seller Central dashboards.
Also Read: Amazon to cut key seller fees in Europe in 2026
Disclaimer:
Amazon is the registered trademark of the e-commerce brand.
About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing agents to do Amazon Pricing Management or Amazon Repricing. Based on Amazon SP API, the repricing engine or repricer runs 24/7 and efficiently manages Amazon prices to maximize your BuyBox with profit optimization. Established in 2005, ChannelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Amazon Repricer, 2ndly, ChannelMAX Amazon FBA Audits and FBA Refunds management, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which sellers deserve appropriate credit reimbursement from Amazon. ChannelMAX Services offer Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their daytoday business.
Check ChannelMAX at Amazon Selling Partner Appstore an application with a 5 star rating.
By ChannelMAX Staff Writer
Dec-2025#04
Amazon’s new Passkey sign-in option for Seller Central is now live, with the rollout having started on December 2, 2025. The change, announced on Seller Central, is aimed at giving sellers a more secure and convenient way to access their accounts, without relying on traditional passwords and older two-step verification methods.
What is Passkey sign-in
Passkey is a password-free authentication method that uses your device’s built-in security features. Instead of typing a password, sellers can sign in using a fingerprint, face scan, or a secure device PIN. The system is protected by end-to-end encryption, which makes it very difficult for attackers to steal or misuse login details.
Also Read: Amazon to cut key seller fees in Europe in 2026
Why Amazon is moving to Passkey now
With rising cybersecurity threats, phishing attempts, and data breaches across the internet, Amazon is pushing for stronger protection for Seller Central accounts. By encouraging Passkey from December 2, Amazon is aligning with global security standards and trying to reduce the risk of compromised accounts. The announcement on Seller Central makes it clear that security and trust are key parts of the seller experience.
Key benefits for sellers
Passkey verification offers several advantages:
1. Stronger security than traditional two-step verification, because there is no password to steal.
2. End-to-end encryption, which helps keep login credentials safe even if networks are unsafe.
3. Faster access, since you can sign in with your fingerprint, face scan, or device PIN.
4. Seamless use across supported devices and major browsers.
5. Compatibility with Amazon apps, making it easier to log in on mobile while on the move.
These benefits are especially important for sellers who manage large catalogs, run ads, or handle sensitive financial data inside Seller Central.
What this means for daily seller operations
For many sellers, logging in multiple times a day is part of routine work. With Passkey enabled, the sign-in process becomes quicker and less stressful. There is no need to remember long or complex passwords, or wait for one-time codes. This can be helpful during busy periods such as seasonal sales, deal events, and daily order management.
How to set up Passkey in Seller Central
Sellers who have not yet enabled Passkey can set it up in a few steps:
1. Log in to Seller Central and go to Login Settings.
2. Click on Set Up next to Passkey.
3. Follow the on-screen instructions to register your device and enable biometrics or PIN-based login.
Amazon has also provided additional guidance through the About Passkey page and the Passkey Verification Frequently Asked Questions, both linked from Seller Central. These resources explain supported devices, browser compatibility, and how to manage multiple Passkeys if more than one person accesses the account.
Advice for teams and multi-user accounts
For businesses where multiple team members access Seller Central, it is wise to review user permissions and sign-in methods. Account owners should ensure that each authorised user has their own secure login and does not share credentials. Where allowed, team members can set up Passkey on their own devices, reducing the risk of shared passwords and unauthorised access.
What sellers should do now
Since the rollout started on December 2, sellers are strongly advised to enable Passkey as soon as possible. Doing this now helps protect the account before any security incident occurs. It also gives enough time to get comfortable with the new method ahead of future policy changes that may make secure sign-in methods mandatory.
With Passkey verification now available for Seller Central sign-in, Amazon is taking a clear step towards stronger, password-free security for its seller community. The update, announced and detailed on Seller Central, combines enhanced protection with a smoother login experience across devices and apps. Sellers who enable Passkey early can better protect their business, reduce the risk of account misuse, and enjoy faster, more reliable access to their Seller Central dashboards.
Also Read: Amazon to cut key seller fees in Europe in 2026
Disclaimer:
Amazon is the registered trademark of the e-commerce brand.
About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing agents to do Amazon Pricing Management or Amazon Repricing. Based on Amazon SP API, the repricing engine or repricer runs 24/7 and efficiently manages Amazon prices to maximize your BuyBox with profit optimization. Established in 2005, ChannelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Amazon Repricer, 2ndly, ChannelMAX Amazon FBA Audits and FBA Refunds management, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which sellers deserve appropriate credit reimbursement from Amazon. ChannelMAX Services offer Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their daytoday business.
Check ChannelMAX at Amazon Selling Partner Appstore an application with a 5 star rating.