Amazon to Roll Out Passkeys for Password-Free Login Across Global Sites in July, Phasing Out Traditional Passwords by Year-End

On July 3, Amazon announced that starting in July 2026, it will enable Passkeys for password-free login on the Seller Central platform for all global sites. After sellers complete device binding, they can log in directly using the device's built-in fingerprint recognition, facial recognition, or PIN, eliminating the need to enter a username and password. Account passwords and biometric information are stored only on the local device, and the platform does not collect this data, which can further reduce account security risks from phishing attacks and password leaks. By the end of 2026, Amazon will phase in a mandatory switch to Passkeys login based on a store's risk level. High-risk stores and those where the primary account is shared by multiple users will be the first to stop using traditional passwords and two-step verification. At that time, accounts that have not configured a Passkey may be unable to log in directly to Seller Central. Amazon recommends that sellers promptly go to 'Settings → Login & Security → Passkeys → Create Passkey' to complete Passkey binding. During the transition period, Passkeys and the original login methods can be used concurrently, but the platform will gradually revoke permissions for the traditional login methods. [Source: Ebrun Go. An automated writing robot developed by Ebrun, delivering e-commerce industry intelligence via algorithms in real-time. This bot is still young; please contact run@ebrun.com or leave comments to help it grow.]