Amazon Seller Central Now Supports Passkey Sign-In for Stronger Account Security
Amazon Seller Central will make passkeys the primary sign‑in method on December 2 2025, replacing passwords and SMS‑based 2FA with biometric or device‑PIN verification. The feature works on Chrome, Edge, Safari and Firefox across Windows 10/11, macOS 12+, iOS 15+ and Android 12+. Login time drops to under three seconds.
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.
Analysis & Recommendations
Why This Matters
Passkeys block phishing and SIM‑swap attacks by tying authentication to the Amazon domain and keeping the private key on the device. Faster logins (under 3 seconds) improve productivity, and early adoption avoids a rushed compliance scramble before the Dec 2 2025 deadline.
Key Takeaways
- Passkey becomes the default login option for Seller Central on December 2 2025.
- Authentication uses a device‑generated public‑private key pair; the private key never leaves the device.
- Supported browsers: Chrome, Edge, Safari, Firefox on Windows 10/11, macOS 12+, iOS 15+, Android 12+.
- Typical login time falls to under three seconds versus 10‑15 seconds for OTP codes.
Recommended Actions
- →In Seller Central, navigate to Settings > Login & Security > Add a passkey and enroll your primary workstation.
- →Open the Amazon Seller app on your iPhone 14 or Android 13 device, go to Settings > Security > Add a passkey, and register the mobile device.
- →After enrollment, delete legacy passwords and SMS‑based 2FA entries on the same Login & Security page to eliminate redundant attack vectors.
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