Amazon Starts Requiring Passkeys for Seller Central Sign-In on a Rolling Basis From Late September 2026 — Your Password Stays on File for Recovery but Stops Working for Login
Amazon notified sellers on September 15, 2026 that passkeys will start to be required on a rolling basis for Amazon accounts beginning roughly two weeks later — around September 29, 2026. This turns the optional passkey rollout Amazon launched in July 2026 into a requirement. Once an account is converted, the password stays on file as a backup recovery option but is no longer accepted for ordinary sign-in; access depends on a registered device's fingerprint, face recognition, or PIN. Amazon has not published one universal conversion date — accounts are switched over in stages, so sellers need to watch their own Login & Security settings. The change hits shared logins hardest: a passkey is tied to a device, so teams where founders, warehouse staff, and agencies pass one set of credentials around need each person registered as a secondary user with their own passkey.
Real-World Impact
Amazon gave sellers roughly two weeks of notice — the email went out September 15, 2026 and the rolling requirement starts around September 29 — and recommends passkeys on at least 2 devices. A team of 5 people sharing one login needs 4 of them registered as secondary users, each with their own email address and passkey, before their account converts.
Key Points
- Amazon emailed sellers on September 15, 2026 that passkeys will start to be required on a rolling basis for Amazon accounts starting in two weeks — around September 29, 2026
- There is no single universal conversion date published for every account; the rollout happens in stages, so sellers should check Login & Security in Seller Central for their own timing
- Once an account is converted, the password remains on file as a backup recovery option but is no longer available for logging in
- The requirement covers Amazon accounts broadly, including Seller Central access and consumer Amazon.com accounts
- A passkey uses the device's built-in authentication — fingerprint, face recognition, or PIN — and Amazon says it cannot be phished or stolen
- Amazon recommends setting up passkeys on at least two devices so losing one device does not lock you out
- Shared logins break under this model: each additional person needs to be registered as a secondary user and create their own passkey, using an email address not already tied to another Amazon account
What You Should Do Now
- 1Set up a passkey now under Login & Security in Seller Central rather than waiting for your account's conversion — Amazon says enrollment takes under two minutes
- 2Register passkeys on at least two devices you control so a lost or broken phone does not cut off account access
- 3Audit who currently signs in with your credentials, and register each of them as a secondary user with their own email address so they can create their own passkey
- 4Confirm your account recovery details are current before conversion, since the password becomes a recovery fallback rather than a login method
- 5If you hit a problem during setup or lose access, contact Seller Support — Amazon says it responds within 24 hours on passkey setup and access issues