Amazon Makes Two-Factor Authentication Mandatory for All Seller Central Accounts
Amazon now mandates two‑factor authentication for every Seller Central account effective immediately. On each login sellers must supply a six‑digit code sent via SMS or generated by Google Authenticator, Microsoft Authenticator or Authy, and the setting must be configured separately for each regional marketplace.
Overview
Amazon has announced that every Seller Central account must now use two‑factor authentication (2FA) to log in. The requirement takes effect immediately, and sellers who have not yet activated the extra security layer will be forced to complete the setup the next time they sign in. This shift raises the baseline protection for seller accounts and eliminates the possibility of relying solely on a password, a change that directly affects how sellers secure their storefronts and manage daily operations.
Key Points
- Universal enrollment — All existing and new Seller Central users are required to enable 2FA; there is no option to skip the process.
- One‑time code on each login — After entering the password, Amazon will ask for a six‑digit verification code delivered via SMS or generated by an authenticator app.
- Guided onboarding — Sellers who have never used 2FA will encounter a step‑by‑step wizard the moment they attempt to log in after the policy goes live.
- Choice of delivery method — Users may select text‑message codes or time‑based codes from apps such as Google Authenticator, Microsoft Authenticator, or Authy.
- Multi‑account consideration — Each regional Seller Central login (e.g., Amazon.com, Amazon.co.uk) must have 2FA configured separately; settings do not carry over automatically.
- Third‑party integration check — Any external tool that accesses Seller Central on a seller’s behalf must support the new 2FA requirement to avoid interruption.
How It Works
- Enter credentials — The seller types their email address and password as usual.
- Prompt for verification code — Amazon immediately displays a field asking for a six‑digit code. The code arrives either as a text message to the registered phone number or as a generated value from the chosen authenticator app.
- Submit the code — The seller inputs the code; if it matches the current value, access is granted. An incorrect or expired code blocks the login attempt, even when the password is correct.
Analysis & Recommendations
Why This Matters
Without the new 2FA requirement, sellers could be locked out of their accounts, halting order processing and inventory updates. The six‑digit code adds a strong barrier against password‑only attacks, protecting revenue and buyer trust across all Amazon marketplaces.
Key Takeaways
- Universal enrollment: all existing and new Seller Central users must enable 2FA; there is no skip option.
- Verification method: a six‑digit code is delivered via SMS or generated by Google Authenticator, Microsoft Authenticator, or Authy.
- Multi‑account requirement: each regional login (e.g., Amazon.com, Amazon.co.uk) needs its own 2FA configuration.
- Third‑party tools must support the new 2FA flow or use app‑specific passwords to avoid integration interruptions.
Recommended Actions
- →Log into Seller Central > Settings > Login Settings > Two‑step verification and follow the wizard to register a phone number or link an authenticat...
- →Repeat the 2FA setup for every marketplace account you operate (US, UK, DE, etc.) via the same Login Settings page.
- →Review all integrated third‑party platforms and confirm they handle 2FA or generate an app‑specific password in Seller Central.
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