Overview

Amazon has rolled out a universal two‑factor authentication (2FA) requirement for every Seller Central account. Starting with the next login attempt, sellers must confirm their identity using either a text‑message code or an authenticator app. This change aims to curb password‑related breaches and account‑takeover incidents, making the login process more secure for all marketplace participants.

Key Points

• Universal 2FA enforcement — Every Seller Central user will be blocked from logging in unless a second verification step is completed; there is no opt‑out option.
• Verification channel choices — Sellers can receive a one‑time passcode via SMS to a registered mobile number or generate a code with an authenticator app such as Google Authenticator, Microsoft Authenticator, or Authy.
• Automatic enrollment prompt — When a user without 2FA attempts to sign in, Amazon displays a guided setup screen that forces registration before access is granted.
• App‑based advantage for teams — Using an authenticator app eliminates reliance on a single phone line, allowing multiple team members to generate codes independently and reducing the risk of SIM‑swap attacks.

How Two‑Factor Authentication Works

1. Login attempt — A seller enters their email and password on the Seller Central sign‑in page. Example: Jane, who runs a home‑goods store, types her credentials on a laptop in her home office.
2. Prompt for second factor — Amazon detects that the account lacks an active 2FA method and immediately shows a registration wizard. Example: The wizard asks Jane to choose between “SMS code” or “Authenticator app.”
3. Method selection and setup
   • SMS route — Jane enters her mobile number; Amazon sends a six‑digit code via text, which she types back into the prompt. The code expires after five minutes, ensuring timely verification.
   • Authenticator route — Jane scans a QR code with her chosen app; the app begins generating six‑digit codes that refresh every 30 seconds.