Amazon To Roll Out Passkeys For All Seller Central Accounts Starting July 2026
Seller Central update introduces passwordless sign-in for all sellers, with passkeys set to become mandatory for some accounts later this year
By ChannelMAX Staff Writer
June-2026#28
Protecting an online selling account has become more important than ever as cyber threats continue to target e-commerce businesses. To strengthen account security while making the login experience faster and easier, Amazon is extending passkey support to all Seller Central accounts beginning in July 2026. The update, published on Seller Central, encourages sellers to switch to passkeys now before they become mandatory for certain accounts later this year.
The move is designed to reduce the risk of phishing attacks, unauthorized account access, and other security threats that could affect business operations. Sellers who adopt passkeys early can benefit from stronger protection without adding complexity to their daily workflow.
What Are Passkeys?
Passkeys are a passwordless sign-in method that allows users to access their accounts using built-in authentication on their devices. Instead of entering a password, sellers can sign in using a fingerprint, facial recognition, device PIN, or another secure authentication method supported by their smartphone, tablet, or computer.
Because passkeys are tied directly to a user's device, they cannot be easily stolen, guessed, or shared like traditional passwords.
According to the Seller Central announcement, passkeys are supported by most modern smartphones, tablets, computers, and operating systems.
Also Read: Amazon Europe Referral Fee Calculation Update to Take Effect from August 1
Why Amazon Is Introducing Passkeys
Online seller accounts often contain sensitive business information, including product listings, payment details, inventory settings, and account management tools. If an account is compromised, it could lead to unauthorized listing changes, diverted disbursements, inventory disruptions, or loss of customer trust.
By introducing passkeys, Amazon aims to provide sellers with a more secure authentication system that significantly reduces these risks.
Key Benefits For Sellers
Stronger account security
Passkeys help protect seller accounts against unauthorized access. Better account security reduces the risk of fraud, operational disruptions, and financial losses.
Protection Against Phishing
Traditional passwords can be stolen through fake login pages or phishing emails. Passkeys cannot be typed, copied, or shared because they remain securely stored on the user's device. This makes phishing attacks far less effective.
Faster Sign-In Experience
Instead of remembering passwords or waiting for one-time verification codes, sellers can log in using the same method they already use to unlock their devices, such as fingerprint authentication, facial recognition, QR code verification, or a device PIN.
Amazon noted that the setup process takes less than two minutes while offering a quicker login experience immediately afterward.
Privacy Protection
Amazon stated in its Seller Central update that it does not collect or store users' passkey data or biometric information. Authentication remains securely managed by the user's own device and password manager, helping preserve privacy.
Passkeys Will Become Mandatory For Some Accounts
Although passkeys will initially be optional for most sellers, Amazon confirmed that they will become a required sign-in method for certain Seller Central accounts later in 2026.
Sellers are therefore encouraged to create a passkey now rather than waiting until enforcement begins. Early adoption allows businesses to avoid last-minute disruptions and become familiar with the new login process.
How To Set Up A Passkey
The setup process is straightforward.
First, sign in to Seller Central and open the Login and Settings page.
Next, select the Create Passkey option.
Then follow the on-screen instructions to register the device.
Once registration is complete, future sign-ins can be completed using the supported authentication method available on that device.
Things Sellers Should Keep In Mind
Businesses with multiple users accessing the same Seller Central account should ensure that each authorized user has appropriate account permissions and understands the passkey setup process. Sellers should also maintain updated recovery options and continue following other account security best practices, including enabling two-step verification where required and monitoring account activity regularly.
Since passkeys are stored within trusted password managers and supported devices, sellers should also keep their devices secure with updated operating systems and strong device-level authentication.
The introduction of passkeys marks another step in Amazon's ongoing efforts to improve Seller Central account security while simplifying everyday access for sellers. By setting up a passkey now, businesses can protect themselves against phishing attacks, reduce the risk of unauthorized account access, and prepare for future security requirements well before they become mandatory. Early adoption can help sellers maintain uninterrupted access to their accounts while benefiting from a faster, safer, and more convenient sign-in experience.
Also Read: Amazon Sets 90% Business Hour Delivery Requirement For Seller-Fulfilled Orders In US Store
Disclaimer:
Amazon is the registered trademark of the ecommerce 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
June-2026#28
Protecting an online selling account has become more important than ever as cyber threats continue to target e-commerce businesses. To strengthen account security while making the login experience faster and easier, Amazon is extending passkey support to all Seller Central accounts beginning in July 2026. The update, published on Seller Central, encourages sellers to switch to passkeys now before they become mandatory for certain accounts later this year.
The move is designed to reduce the risk of phishing attacks, unauthorized account access, and other security threats that could affect business operations. Sellers who adopt passkeys early can benefit from stronger protection without adding complexity to their daily workflow.
What Are Passkeys?
Passkeys are a passwordless sign-in method that allows users to access their accounts using built-in authentication on their devices. Instead of entering a password, sellers can sign in using a fingerprint, facial recognition, device PIN, or another secure authentication method supported by their smartphone, tablet, or computer.
Because passkeys are tied directly to a user's device, they cannot be easily stolen, guessed, or shared like traditional passwords.
According to the Seller Central announcement, passkeys are supported by most modern smartphones, tablets, computers, and operating systems.
Also Read: Amazon Europe Referral Fee Calculation Update to Take Effect from August 1
Why Amazon Is Introducing Passkeys
Online seller accounts often contain sensitive business information, including product listings, payment details, inventory settings, and account management tools. If an account is compromised, it could lead to unauthorized listing changes, diverted disbursements, inventory disruptions, or loss of customer trust.
By introducing passkeys, Amazon aims to provide sellers with a more secure authentication system that significantly reduces these risks.
Key Benefits For Sellers
Stronger account security
Passkeys help protect seller accounts against unauthorized access. Better account security reduces the risk of fraud, operational disruptions, and financial losses.
Protection Against Phishing
Traditional passwords can be stolen through fake login pages or phishing emails. Passkeys cannot be typed, copied, or shared because they remain securely stored on the user's device. This makes phishing attacks far less effective.
Faster Sign-In Experience
Instead of remembering passwords or waiting for one-time verification codes, sellers can log in using the same method they already use to unlock their devices, such as fingerprint authentication, facial recognition, QR code verification, or a device PIN.
Amazon noted that the setup process takes less than two minutes while offering a quicker login experience immediately afterward.
Privacy Protection
Amazon stated in its Seller Central update that it does not collect or store users' passkey data or biometric information. Authentication remains securely managed by the user's own device and password manager, helping preserve privacy.
Passkeys Will Become Mandatory For Some Accounts
Although passkeys will initially be optional for most sellers, Amazon confirmed that they will become a required sign-in method for certain Seller Central accounts later in 2026.
Sellers are therefore encouraged to create a passkey now rather than waiting until enforcement begins. Early adoption allows businesses to avoid last-minute disruptions and become familiar with the new login process.
How To Set Up A Passkey
The setup process is straightforward.
First, sign in to Seller Central and open the Login and Settings page.
Next, select the Create Passkey option.
Then follow the on-screen instructions to register the device.
Once registration is complete, future sign-ins can be completed using the supported authentication method available on that device.
Things Sellers Should Keep In Mind
Businesses with multiple users accessing the same Seller Central account should ensure that each authorized user has appropriate account permissions and understands the passkey setup process. Sellers should also maintain updated recovery options and continue following other account security best practices, including enabling two-step verification where required and monitoring account activity regularly.
Since passkeys are stored within trusted password managers and supported devices, sellers should also keep their devices secure with updated operating systems and strong device-level authentication.
The introduction of passkeys marks another step in Amazon's ongoing efforts to improve Seller Central account security while simplifying everyday access for sellers. By setting up a passkey now, businesses can protect themselves against phishing attacks, reduce the risk of unauthorized account access, and prepare for future security requirements well before they become mandatory. Early adoption can help sellers maintain uninterrupted access to their accounts while benefiting from a faster, safer, and more convenient sign-in experience.
Also Read: Amazon Sets 90% Business Hour Delivery Requirement For Seller-Fulfilled Orders In US Store
Disclaimer:
Amazon is the registered trademark of the ecommerce 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.