Amazon Brings Passkeys to Seller Central Starting July 2026 — Passwordless Sign-In That Will Become Required for Some Accounts Later in 2026 (July 2026)
Amazon is rolling out passkeys to Seller Central starting July 2026, giving sellers a passwordless way to sign in using their device's built-in authentication — fingerprint, face recognition, or PIN — instead of a password. Amazon says passkeys add phishing protection because the credential can't be typed, phished, or shared, and that biometric data stays on the device and is not collected by Amazon. Passkeys are optional at launch, but Amazon says they will become required for some accounts later in 2026, without yet specifying which accounts. Setup lives under Login & Settings in Seller Central, where sellers choose Create Passkey and complete device registration — Amazon says it takes less than two minutes. Sellers can set up a passkey now, ahead of any requirement taking effect.
Key Points
- Amazon is introducing passkeys — a passwordless sign-in using a device's built-in authentication (fingerprint, face recognition, or PIN) — to Seller Central starting July 2026
- Passkeys are optional at launch but will become required for some accounts later in 2026; Amazon has not yet specified which accounts
- Amazon says passkeys add phishing protection because the credential can't be typed, phished, or shared
- Biometric data stays on the seller's device and is not collected by Amazon
- Setup is under Login & Settings > Create Passkey, followed by device registration, which Amazon says takes less than two minutes
- Sellers can create a passkey now, ahead of any requirement taking effect
What You Should Do Now
- 1Set up a passkey now under Login & Settings in Seller Central, ahead of any requirement taking effect
- 2Register a device you reliably control (fingerprint, face recognition, or PIN) so you retain access to your account
- 3Keep an alternate sign-in or recovery method available in case you lose access to your passkey device
- 4Watch for Amazon's follow-up on which accounts will be required to use passkeys later in 2026