Amazon News Insight

Published July 15, 2026 / EC Designer Editorial

Sellers are talking about a change that appears to have quietly rolled out in Amazon Seller Central: secondary users can now register and use their own individual passkeys to log into accounts. While it may not have generated the same buzz as a Prime Day headline, account security is the kind of thing that can derail your business overnight — so this one's worth paying attention to.

What Changed: Seller Central Passkey Access Expanded to Secondary Users

According to discussions circulating in seller forums and industry publications, Amazon appears to have updated Seller Central to allow secondary users — team members, VAs, and staff who have been granted access under your main account — to set up their own individual passkeys. Previously, passkey support seems to have been more limited in scope, and teams often relied on shared credentials or two-factor authentication workarounds that could create security vulnerabilities.

Passkeys replace traditional passwords with device-based cryptographic authentication, meaning login credentials are tied to a specific device rather than a string of characters that can be phished or stolen. For Amazon seller accounts — high-value targets that can hold significant financial and inventory data — this kind of protection has obvious appeal. Some sellers suggest the update became visible in Seller Central around mid-July 2026, though Amazon has not made a formal standalone announcement that widely circulated.

How the Seller Community Is Reacting to Passkey Login Changes

Reactions among sellers are mixed, and it's clear this update raises as many questions as it answers for some operators.

• Device control frustrations: Some sellers who log in across multiple devices are pushing back, noting that passkeys can feel overly restrictive in a multi-device workflow. The device-bound nature of passkey authentication — which is part of what makes it secure — appears to be a genuine inconvenience for those who regularly switch between machines or locations.
• Uncertainty about existing login flows: There's also a layer of concern about how this change interacts with the login methods sellers are already using. Some are worried that adopting passkeys might disrupt established workflows, and that anxiety around changing something as fundamental as how you access your account is understandable.
• Technical questions on the official forums: On Amazon's own Seller Central forums, some sellers are approaching this neutrally and simply asking technical questions — how exactly does passkey registration work for a secondary user, what happens if a device is lost, and so on. These aren't panicked reactions, just the practical curiosity you'd expect when a new authentication method surfaces.

Overall, it's fair to say the community hasn't landed on a single consensus. Many sellers note that the security upside is real, but the transition isn't frictionless for everyone.

How to Prepare: Practical Steps to Secure Your Seller Account with Passkeys

If you manage a team with secondary user access, now is a reasonable time to take a closer look at your User Permissions settings. Here's what's worth doing:

• Audit your secondary users. Head into Seller Central's User Permissions section and review who currently has access to your account. Remove anyone who no longer needs it — this is good hygiene regardless of passkey changes.
• Encourage secondary users to register passkeys on their primary devices. If your team members primarily work from one machine, passkey registration is relatively straightforward and significantly reduces phishing risk. Walk them through the setup rather than leaving it as an optional to-do.
• Plan for device loss scenarios. Because passkeys are device-bound, make sure your team understands the recovery process if a device is lost or replaced. Having a documented procedure matters more now than it did with shared passwords.
• Don't abandon your existing 2FA setup immediately. If you're running a multi-device operation, test passkey access in a controlled way before fully switching over. Running parallel security measures during the transition period reduces the risk of locking yourself out at a critical moment — like, say, the middle of Prime Day.
• Keep an eye on official Seller Central updates. Since this appears to have emerged from forum discussions rather than a formal product announcement, it's worth checking your own Seller Central account and the Help section for any guidance Amazon may add as this feature rolls out more broadly.

Bottom Line: A Small Setting Change with Real Security Upside

For most sellers, this isn't an emergency — but it is the kind of update that's easy to ignore until something goes wrong. Shared login credentials across a team are one of the more common vectors for account compromise, and anything that reduces that risk without requiring major infrastructure changes is worth taking seriously. If passkeys work for your team's workflow, enabling them for secondary users appears to be a low-effort, meaningful security upgrade. If your operation runs across many devices, some extra planning will help smooth the transition.

FAQ

Can all secondary users on my Seller Central account now use passkeys?

Based on current seller discussions, it appears that existing secondary users can register individual passkeys through Seller Central's User Permissions settings. However, since this hasn't been the subject of a formal, widely-publicized Amazon announcement, it's worth checking your own account settings and Seller Central Help documentation to confirm availability for your specific account.

Will enabling passkeys for secondary users break our existing login setup?

Some sellers have raised concerns about login workflow disruptions during the transition. To reduce risk, consider testing passkey registration for one secondary user first before rolling it out across your team. Maintain your existing two-factor authentication as a backup while you evaluate how passkeys fit your specific operation.