What is changing inside Seller Central sign-in?
The update adds passkeys as a supported login method across Seller Central accounts. Amazon says passkeys are tied to the seller's device, cannot be phished or typed into fake login forms, and do not require Amazon to store biometric data.
| Item | What Amazon said |
|---|---|
| Announcement date | July 6, 2026 |
| Scope | All Seller Central accounts |
| Access method | Fingerprint, face recognition, or device PIN |
| Main security point | Passkeys cannot be phished or stolen like typed credentials |
Why does this matter for marketplace operators?
For seller teams, account access is no longer just an IT issue. A compromised Seller Central login can turn into listing tampering, payout exposure, or inventory disruption. Amazon is positioning passkeys as a way to reduce the phishing and credential-sharing risks that still hit operator teams, agencies, and distributed staff.
Does this replace all existing login controls?
Not necessarily. Amazon presented passkeys as a new sign-in method, not as a blanket removal of every other security step. Sellers should assume that account hygiene, device control, and internal access permissions still matter even if passkeys lower password risk.
What Shippers Should Do
- Turn on passkeys early for the main operator accounts that control listings, ads, and payouts.
- Review who still has direct Seller Central access across staff, agencies, and former contractors.
- Make sure shared operational devices are not used as informal login hubs for multiple users.
- Treat this as a security-control upgrade, especially if your Amazon account is tied to high daily order volume.