Amazon Seller Central Expands Passkey Access for Secondary Users to Strengthen Account Security
New Seller Central update enables team members to use individual passkeys through secondary user accounts, improving security while simplifying shared account access
By ChannelMAX Staff Writer
July-2026#12
Protecting Seller Central accounts has become increasingly important as more Amazon businesses rely on teams, agencies and virtual assistants to manage daily operations. To improve account security without compromising convenience, Amazon has introduced an updated passkey experience for secondary users. The update, shared on Seller Central, allows each authorised team member to create and use their own passkey for secure access instead of relying on shared login credentials.
The change is designed to reduce the risk of phishing attacks, improve account protection and make sign-ins faster for businesses with multiple users accessing the same Seller Central account.
Also Read: Amazon UK Launches FBM Ship+ to Boost Sales With Faster Delivery and Cashback
What are passkeys?
Passkeys are a modern authentication method that replaces traditional passwords with a more secure sign-in process linked to a user's device and password manager. Instead of entering a password, users verify their identity using a fingerprint, facial recognition or device PIN.
Because passkeys are tied to a specific device, they are significantly more resistant to phishing, credential theft and password-related attacks.
Amazon says passkeys provide both stronger security and a faster sign-in experience.
Secondary users now get individual passkeys
The latest Seller Central update focuses on businesses where multiple people need access to the same Amazon selling account.
Rather than allowing several people to share one login, Amazon now encourages sellers to create individual secondary user accounts. Each authorised user can then register their own unique passkey and sign in independently.
This approach improves both security and account management by ensuring every user has separate credentials and permissions.
How to set up secondary users
According to Seller Central, primary account holders can add team members by following these steps:
• Open Settings and select User Permissions.
• Choose the account where access should be granted.
• Enter the new user's contact information.
• Send the invitation.
• Ask the invited user to complete the registration process through the email invitation.
Amazon notes that each secondary user must register with a brand-new email address that has never been used for any Amazon account.
Once registration is complete, the new user can create and begin using a personal passkey.
Existing secondary users can start immediately
Businesses that already use secondary user accounts do not need to repeat the registration process.
Existing secondary users can immediately create their own passkey and begin using it for future sign-ins.
Why Amazon discourages shared logins
Amazon continues to advise sellers against sharing a single account login across multiple people.
Shared credentials make it difficult to identify account activity, increase security risks and expose businesses to phishing attacks or accidental misuse. Individual secondary accounts provide clearer user management while allowing administrators to assign appropriate permission levels for different responsibilities such as inventory management, advertising, finance or customer service.
Additional security benefits for sellers
Using passkeys alongside secondary user accounts offers several advantages:
• Better protection against phishing attacks.
• Faster and easier sign-in.
• Reduced dependence on passwords.
• Improved control over employee and agency access.
• Easier management when team members join or leave the business.
• Enhanced account security without sacrificing convenience.
Sellers should also periodically review User Permissions to remove inactive users and ensure each team member has only the access necessary for their role.
Why this update matters
As Amazon marketplaces continue to attract larger businesses with distributed teams, stronger identity verification has become increasingly important. Cybercriminals frequently target ecommerce accounts through phishing emails and stolen passwords, making passwordless authentication an important layer of protection.
By combining passkeys with individual secondary user accounts, sellers can significantly reduce the chances of unauthorized access while maintaining smooth collaboration across their teams.
The bottom line
The latest Seller Central update makes it easier for Amazon businesses to strengthen account security without slowing down day-to-day operations. Individual passkeys for secondary users provide a safer alternative to shared passwords while giving every authorised team member a secure and seamless way to access Seller Central.
For sellers managing their business with employees, agencies or virtual assistants, adopting secondary user accounts and passkeys can improve security, simplify account administration and help protect valuable business data from phishing and credential-based attacks.
Also Read: New EU Customs Duty Now in Effect for Low-Value Imports: What eBay Sellers Need to Know
Disclaimer:
Amazon is the registered trademark of the company.
About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing algorithm 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
July-2026#12
Protecting Seller Central accounts has become increasingly important as more Amazon businesses rely on teams, agencies and virtual assistants to manage daily operations. To improve account security without compromising convenience, Amazon has introduced an updated passkey experience for secondary users. The update, shared on Seller Central, allows each authorised team member to create and use their own passkey for secure access instead of relying on shared login credentials.
The change is designed to reduce the risk of phishing attacks, improve account protection and make sign-ins faster for businesses with multiple users accessing the same Seller Central account.
Also Read: Amazon UK Launches FBM Ship+ to Boost Sales With Faster Delivery and Cashback
What are passkeys?
Passkeys are a modern authentication method that replaces traditional passwords with a more secure sign-in process linked to a user's device and password manager. Instead of entering a password, users verify their identity using a fingerprint, facial recognition or device PIN.
Because passkeys are tied to a specific device, they are significantly more resistant to phishing, credential theft and password-related attacks.
Amazon says passkeys provide both stronger security and a faster sign-in experience.
Secondary users now get individual passkeys
The latest Seller Central update focuses on businesses where multiple people need access to the same Amazon selling account.
Rather than allowing several people to share one login, Amazon now encourages sellers to create individual secondary user accounts. Each authorised user can then register their own unique passkey and sign in independently.
This approach improves both security and account management by ensuring every user has separate credentials and permissions.
How to set up secondary users
According to Seller Central, primary account holders can add team members by following these steps:
• Open Settings and select User Permissions.
• Choose the account where access should be granted.
• Enter the new user's contact information.
• Send the invitation.
• Ask the invited user to complete the registration process through the email invitation.
Amazon notes that each secondary user must register with a brand-new email address that has never been used for any Amazon account.
Once registration is complete, the new user can create and begin using a personal passkey.
Existing secondary users can start immediately
Businesses that already use secondary user accounts do not need to repeat the registration process.
Existing secondary users can immediately create their own passkey and begin using it for future sign-ins.
Why Amazon discourages shared logins
Amazon continues to advise sellers against sharing a single account login across multiple people.
Shared credentials make it difficult to identify account activity, increase security risks and expose businesses to phishing attacks or accidental misuse. Individual secondary accounts provide clearer user management while allowing administrators to assign appropriate permission levels for different responsibilities such as inventory management, advertising, finance or customer service.
Additional security benefits for sellers
Using passkeys alongside secondary user accounts offers several advantages:
• Better protection against phishing attacks.
• Faster and easier sign-in.
• Reduced dependence on passwords.
• Improved control over employee and agency access.
• Easier management when team members join or leave the business.
• Enhanced account security without sacrificing convenience.
Sellers should also periodically review User Permissions to remove inactive users and ensure each team member has only the access necessary for their role.
Why this update matters
As Amazon marketplaces continue to attract larger businesses with distributed teams, stronger identity verification has become increasingly important. Cybercriminals frequently target ecommerce accounts through phishing emails and stolen passwords, making passwordless authentication an important layer of protection.
By combining passkeys with individual secondary user accounts, sellers can significantly reduce the chances of unauthorized access while maintaining smooth collaboration across their teams.
The bottom line
The latest Seller Central update makes it easier for Amazon businesses to strengthen account security without slowing down day-to-day operations. Individual passkeys for secondary users provide a safer alternative to shared passwords while giving every authorised team member a secure and seamless way to access Seller Central.
For sellers managing their business with employees, agencies or virtual assistants, adopting secondary user accounts and passkeys can improve security, simplify account administration and help protect valuable business data from phishing and credential-based attacks.
Also Read: New EU Customs Duty Now in Effect for Low-Value Imports: What eBay Sellers Need to Know
Disclaimer:
Amazon is the registered trademark of the company.
About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing algorithm 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.