Overview

Amazon will begin rolling out a password‑free sign‑in option for Seller Central accounts on December 2 2025. The new method relies on device‑based passkeys that use biometrics or a PIN, eliminating traditional passwords and the associated two‑step codes. Sellers should care because the change promises stronger protection against account hijacking, a persistent threat in the marketplace.

Key Points

• Password elimination — Users will log in with a fingerprint, facial scan, or device PIN instead of typing a password.
• Two‑step codes removed — The system discards SMS or authenticator‑app tokens, streamlining the login flow.
• Device‑stored cryptography — A public‑private key pair lives only on the seller’s device and never travels to Amazon’s servers.
• Broad device support — Major browsers and operating systems from Apple, Google, and Microsoft recognize passkeys, so most smartphones, tablets, and PCs are ready out of the box.
• Individual device registration — Each device used to manage the seller account must be enrolled separately, ending the practice of shared login credentials.

How Passkey Verification Works

1. Device enrollment — When a seller opts in, the Seller Central security page prompts the user to register the current device; the device creates a unique cryptographic key pair and stores the private key locally. For example, a seller using an iPhone will see a “Add Passkey” button that triggers the iOS passkey creation flow.
2. Biometric or PIN confirmation — At every subsequent login, the device asks the seller to verify identity via a built‑in biometric sensor or a PIN. A seller on a Windows laptop might place a finger on the fingerprint reader, while a seller on an Android tablet could use facial recognition.
3. Secure challenge‑response — After the biometric check, the device signs a one‑time challenge from Amazon with the private key and sends the signed response back. Amazon validates the signature using the stored public key, granting access without ever seeing a password.