Overview

Amazon is urging every Seller Central user to switch to passkey authentication, with the rollout slated to become the default login method on December 2 2025. The change replaces passwords and traditional two‑step verification with a cryptographic credential that relies on biometrics or a device PIN, aiming to shield seller accounts from phishing and takeover attacks.

Key Points

• Passkey rollout date — Amazon will treat passkeys as the primary sign‑in option for Seller Central starting December 2 2025, giving sellers a clear deadline to adopt the new method.
• Biometric or PIN verification — Instead of typing a password, sellers confirm their identity by scanning a fingerprint, using facial recognition, or entering a device‑specific PIN.
• Phishing resistance — Passkeys are cryptographically tied to the official Amazon domain, so a counterfeit login page cannot trigger a successful authentication attempt.
• Cross‑platform support — The technology works on Chrome, Edge, Safari, and Firefox across Windows 10/11, macOS 12+, iOS 15+, and Android 12+, allowing login from laptops, tablets, and smartphones.
• No reusable secret — Because the private key never leaves the user’s device, attackers cannot capture a reusable credential even if network traffic is intercepted.
• Reduced reliance on SMS — Passkeys eliminate the need for text‑message codes, removing the vulnerability to SIM‑swap attacks that have plagued SMS‑based two‑factor authentication.
• Fast sign‑in experience — A typical login takes under three seconds after the biometric or PIN check, compared with the 10‑15 seconds needed to retrieve and enter a one‑time code.
• Multi‑device enrollment — Sellers can register a passkey on each device they use; if a laptop is unavailable, a phone or tablet can still provide instant access.
• Team‑wide security upgrade – Virtual assistants, agency managers, and other collaborators can each enroll their own passkey, ensuring that shared accounts no longer rely on a single shared password.