Amazon Expands Passkeys to Secondary Users
By Will Haire · July 22, 2026 · Curated by George's Blog
Amazon Expands Passkeys to Secondary Users
Amazon is continuing its passkey rollout in Seller Central by allowing secondary users to create their own secure credentials.
The update reduces reliance on shared logins and supports more secure account access for businesses with multiple users.
→ What Changed (Facts Only)
• Secondary users can now create their own passkeys.
• Each employee, agency partner, or contractor should access Seller Central using an individual secondary user account.
• Amazon continues to discourage shared credentials.
→ Why It Matters (Operator Lens)
As brands grow, account security becomes an operational priority.
Individual user accounts help improve:
• Security
• Permission management
• Accountability
• Access control
This is particularly valuable for brands working with agencies, contractors, or multiple internal teams.
→ What Is Not Changing
• Amazon still discourages shared logins.
• User Permissions remains the recommended way to manage account access.
→ What to Do Now
Conduct a quick audit of your Seller Central users and transition eligible team members to individual passkeys.
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