EP418: Amazon requires a passkey for your seller accounts
Amazon is implementing a new passkey requirement for Seller Central accounts, affecting all operators relying on shared passwords.
Key Takeaways
- Set up your passkey in Seller Central immediately.
- Prepare your team for the new login requirements.
- Audit your account for hidden inefficiencies.
- Join the free AI workshop with Caiman Data AI, where we walk through the plays we run every day.
Hook
You shall not pass. I am laughing, because Amazon is upgrading its security so you do not get locked out by accident. I'll close with The Voltage 3, today's challenge. Set the passkey on this device, sign in from a second device, and give every other person their own user.
Insight
But before I unlock today's Voltage 3 insights, a shared Seller Central password is about to stop signing people in. Amazon is requiring a passkey on Seller Central and on Amazon.com. The notice says this starts as soon as two weeks out. No date was printed. The password stays on file for recovery. It will not log you in. A passkey is your face, your fingerprint, or the PIN on the device. Amazon says that biometric never goes to Amazon. It stays with the device provider, an Apple ID, a Google account, or a Microsoft account. You get one passkey per provider. Your VA cannot use your fingerprint. Each extra person needs their own user, and that user needs an email that has never been on an Amazon account. Put the passkey on two devices before the prompt hits. One lost phone should not lock the account. Older phones can miss the minimum. Amazon lists iOS 16, Android 9, and Windows 11.
Example
Look at the login the team uses today. One email. One password. The day that password will not sign in, the VA's face is not your face. Seller Central will not share one passkey across people. You send an invite under User Permissions. The email on that invite has never been used on any Amazon account. They follow the email, they make their own passkey, and they sign in as themselves. Until that invite is sent, the account is one person.
Takeaway
Alright. Here is The Voltage 3. Number one: open Seller Central, go to Login and Security, and set up the passkey on this device. Check: Passkeys shows a saved passkey, not a blank Set up button. Number two: sign in on a second device with the same Apple ID, Google account, or Microsoft account. Check: both devices open Seller Central without the password. Number three: send a User Permissions invite to every other person, using an email that has never been on Amazon, and have them create their own passkey. Check: nobody is left on the shared password. Complete all three before the next daily episode.
Episode Summary
Amazon is implementing a new passkey requirement for Seller Central accounts, affecting all operators relying on shared passwords. This change, starting soon, could lead to significant downtime and lost sales if not addressed promptly. I’ll share three actionable steps to secure your account and prevent profit leaks. First, set up your passkey in Seller Central to ensure uninterrupted access. Next, prepare your team for this shift to avoid confusion when the change takes effect. Finally, audit your account for inefficiencies that may be costing you money. Taking these steps now is crucial to safeguard your brand and maintain operational efficiency.
Frequently Asked Questions
What is the new Amazon passkey requirement?
Amazon's new requirement mandates that sellers use a passkey for logging into Seller Central, replacing shared passwords. This change aims to enhance account security and prevent unauthorized access.
How will this affect my team?
If your team currently uses a shared password, they will need individual user accounts with unique email addresses to access Seller Central after the change.
What should I do to prepare for this change?
Set up your passkey in Seller Central, inform your team about the new requirements, and conduct an audit of your account to identify any inefficiencies.
Full Transcript
Hook
You shall not pass. I am laughing, because Amazon is upgrading its security so you do not get locked out by accident. I'll close with The Voltage 3, today's challenge. Set the passkey on this device, sign in from a second device, and give every other person their own user.
Insight
But before I unlock today's Voltage 3 insights, a shared Seller Central password is about to stop signing people in. Amazon is requiring a passkey on Seller Central and on Amazon.com. The notice says this starts as soon as two weeks out. No date was printed. The password stays on file for recovery. It will not log you in. A passkey is your face, your fingerprint, or the PIN on the device. Amazon says that biometric never goes to Amazon. It stays with the device provider, an Apple ID, a Google account, or a Microsoft account. You get one passkey per provider. Your VA cannot use your fingerprint. Each extra person needs their own user, and that user needs an email that has never been on an Amazon account. Put the passkey on two devices before the prompt hits. One lost phone should not lock the account. Older phones can miss the minimum. Amazon lists iOS 16, Android 9, and Windows 11.
Example
Look at the login the team uses today. One email. One password. The day that password will not sign in, the VA's face is not your face. Seller Central will not share one passkey across people. You send an invite under User Permissions. The email on that invite has never been used on any Amazon account. They follow the email, they make their own passkey, and they sign in as themselves. Until that invite is sent, the account is one person.
Takeaway
Alright. Here is The Voltage 3. Number one: open Seller Central, go to Login and Security, and set up the passkey on this device. Check: Passkeys shows a saved passkey, not a blank Set up button. Number two: sign in on a second device with the same Apple ID, Google account, or Microsoft account. Check: both devices open Seller Central without the password. Number three: send a User Permissions invite to every other person, using an email that has never been on Amazon, and have them create their own passkey. Check: nobody is left on the shared password. Complete all three before the next daily episode.
CTA
If any of this hit close to home, it is time to find where your Amazon account is leaking profit. Start the free seven-day Deep Seed audit with Caiman Data AI. It finds wasted ad spend, listing problems, and inventory and fee drains. You approve every fix. A card is required, and you will be billed after day seven unless you cancel. Go to Caiman Data AI dot com slash start. We will see you back here tomorrow. Until then, stay high voltage.
Your Amazon tools can read the data. They cannot act on it.
In a recent 143-seller AI challenge, 47% of sellers said the same thing: take Amazon Ads off my plate first. Almost every tool answers with another read-only report you still have to act on by hand. Caiman Data AI is different. 85 Read + Act tools on Amazon's own APIs run the analysis, put the recommendation and the trade-offs in front of you, and write the change back to Amazon on your go. You stay in the CEO chair.
Amazon Ads comes off your plate first
47% of sellers want AI to take over Amazon Ads before anything else. Full campaign audits, bids, placements, negatives, and bulk changes run under your supervision instead of eating your week.
Escape the read-only trap
Downloading reports is not automation. Read + Act tools publish listing fixes, bid changes, and reorder calls straight back to Amazon, previewed before anything ships.
Time back, pointed at the exit
Sellers in that challenge ranked scale and exit as their top two goals. The same stack saves us 17 hours a week and an average of $26,400 a year across our 30 brands, and those hours go into building an asset a buyer wants. Our largest client exit: $72M.
Voltage Business Builders is not software you buy and figure out alone. It is an invite-only room of 320+ elite operators, plus Caiman AI access that connects your live business data to the systems we run on our portfolio brands. You stay in the CEO chair while AI does the analytical horsepower. The room keeps you on the right fundamentals so you 10x results, grow net profit the right way, and build toward empire or retirement with exit in mind.