Overview

Amazon is urging every Seller Central user to enable passkey verification, a password‑free login method that relies on device biometrics. The rollout begins now as an optional feature, but Amazon’s history suggests it will soon become mandatory. Sellers who act early will avoid future access disruptions and strengthen protection against account takeovers.

Key Points

• Passwordless login introduced — Sellers can sign in using fingerprint, facial recognition, or a device PIN instead of a traditional password and SMS code.
• Credentials stay on the device — Authentication data is encrypted and stored locally, meaning Amazon’s servers never hold the secret keys.
• Phishing resistance built in — Because passkeys are generated per site and never travel over the network, they cannot be captured by phishing sites or SIM‑swap attacks.
• Broad platform support — The feature works on Chrome, Edge, Safari, Android, iOS, and Windows devices that implement the FIDO2 standard.
• Multi‑device registration required — Each device a seller uses to access Seller Central must have its own passkey, so a laptop and a smartphone need separate setups.
• Industry trend aligns — Google, Apple and Microsoft have already made passkeys the default for their services, and the FIDO Alliance reports a 40 % year‑over‑year increase in passkey deployments across enterprises.

How Passkey Verification Works

1. Device enrollment — In Seller Central’s security settings, the seller selects “Add Passkey,” then the browser prompts the device to create a new cryptographic key pair. For example, an iPhone user taps “Create Passkey,” and the device generates a private key stored in the Secure Enclave while the public key is sent to Amazon.
2. Biometric binding — The private key is linked to a biometric factor such as Touch ID or Face ID. When the seller later attempts to log in, the device asks for the fingerprint; only a successful biometric match releases the private key to sign the authentication request.