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This article outlines the key information and practical guidance for Amazon's new mandatory seller login policy, which will require a switch to passkey authentication:

1. Policy timeline: Passkeys will be rolled out to all Amazon marketplaces globally by July 2026. Mandatory switching will be rolled out in batches by account risk level by the end of 2026, with high-risk accounts and accounts shared by multiple users seeing the legacy password + two-factor authentication method disabled first. The old login method will remain available during the transition period.

2. Rationale and benefits: Legacy login methods are vulnerable to account theft and phishing attacks. Passkeys, which are bound to user devices, block phishing credential theft, enable fast login via biometrics such as fingerprint and facial recognition, and deliver greater security and convenience.

3. Step-by-step setup: Users can create a passkey by navigating to the login settings page after logging into their account, then follow prompts to register their device. The article also reminds users to verify email sender origins to guard against phishing even after the switch.

This article summarizes the latest platform policy update and risk alerts for brands operating on Amazon marketplaces:

1. Core policy requirement: Amazon will roll out mandatory passkey login in batches by the end of 2026, with high-risk accounts and shared brand accounts prioritized for the switch. Brands are required to complete setup in advance to avoid disrupting normal operations.

2. Risks of legacy login: Many brand operations teams share main account passwords among multiple members, a practice that makes credentials easy targets for hackers. This can lead to compromised product information, altered payment account details, unauthorized advertising spend, and direct damage to brand reputation and revenue.

3. Action guidance: Brand teams with multiple operators should unify login devices, organize account permissions, and prepare backup login solutions in advance. Even after switching to passkeys, teams must verify the origin of official emails and avoid clicking suspicious links to protect account security.

This article breaks down Amazon's new login policy for sellers, covering policy details, risk alerts and actionable guidance:

1. Policy overview: Passkeys will be available across all global Amazon marketplaces starting July 2026, with mandatory switching implemented by account risk level by the end of 2026. High-risk accounts and shared main accounts will have legacy login disabled first, while the old method remains usable during transition. Setting up passkeys early is recommended to avoid issues.

2. Risk alerts: Sellers that fail to prepare in advance may face login failures and operational disruptions when the mandate kicks in, due to ununified devices, unorganized permissions and lack of backup plans. Additionally, the legacy password + verification code model is inherently highly vulnerable to theft and phishing, which can lead to direct financial losses.

3. Recommended actions: Individual sellers only need to bind passkeys to their personal devices. Teams with multiple operators should plan ahead. All sellers should remain vigilant against phishing emails and verify sender information before taking any action.

This article outlines key takeaways for factories running cross-border e-commerce businesses on Amazon:

1. Amazon is continuously tightening account security requirements. The legacy practice of loosely shared account passwords among multiple users no longer meets platform rules, will flag accounts as high-risk for early mandatory switching, and can disrupt operations if factories fail to adapt in advance.

2. When advancing digital operations for cross-border e-commerce, factories need to adapt to the platform's new security mechanism proactively. For accounts accessed by multiple team members, factories should unify login devices, sort role-based permissions, and prepare backup login solutions in advance to avoid login outages that delay production and shipping schedules after the policy takes effect.

3. The new rule reminds factories that account security is the foundation of cross-border operations. Even with the platform's upgraded security protection, factories need to improve risk awareness among internal staff: always verify the origin of emails requesting information verification or updates before acting, to avoid losses from fraud.

Amazon's new policy reveals industry trends and emerging customer pain points for cross-border e-commerce service providers:

1. Industry trend: Leading global cross-border e-commerce platforms are fully upgrading seller account security systems. Traditional password login will eventually be phased out entirely. Account security has become a core priority for both platforms and sellers, and identity verification mechanism upgrades are an inevitable industry direction.

2. Customer pain points: A large number of sellers, especially small and medium-sized sellers and third-party agency operators, have long maintained the habit of sharing main account passwords among multiple users. This practice does not meet the new policy requirements and carries major security risks. After the policy takes effect, sellers will have new demand for support including permission organization, device adaptation and setup guidance.

3. New business opportunities: Service providers can develop new service offerings centered on passkey adaptation, standardized team account permission management, and cross-border e-commerce account security protection. These services help sellers adapt to the new rule in advance, address seller pain points, and capture new business growth opportunities.

Amazon's mandatory switch to passkey login offers valuable reference for operations and management of all cross-border e-commerce platforms:

1. Account security has become a prominent issue in the cross-border e-commerce industry, with frequent account theft and phishing fraud that severely disrupt seller operations. Platforms must proactively upgrade security mechanisms to solve this core seller pain point and boost seller trust in the platform.

2. Amazon's rollout approach is worth learning from: the company first opens the new feature for sellers to test and adapt, sets a transition period, then implements mandatory switching in batches by account risk level. This gradual approach minimizes disruption to seller operations during the policy transition and reduces pressure on platform customer support.

3. Key takeaway for platform strategy: When rolling out security mechanism upgrades, platforms must announce rules in advance, provide clear operation guidance, remind sellers to prepare early, and continuously guide sellers to improve anti-fraud awareness to support secure operations under the new mechanism. This helps avoid large-scale operational disruptions that threaten overall platform order.

Amazon's new policy revealed in this article reflects new developments in account security governance in the cross-border e-commerce sector, with high research value:

1. New industry development: As the cross-border e-commerce industry grows in scale, account security threats including criminal hacking and phishing fraud have become a core barrier to healthy industry development. Leading platforms have begun addressing the issue from the underlying identity verification mechanism, replacing the legacy password + two-factor authentication model with passkeys. This marks a major new development in industry security governance.

2. Insights for platform governance models: Amazon's implementation strategy—"first open for trial setup with a transition period, then implement mandatory switching in batches by risk level"—ensures successful delivery of the security upgrade while minimizing disruption to seller operations. This differentiated governance model is worthy of in-depth study.

3. Future trend outlook: Device-bound biometric identity authentication will become the mainstream direction for account security management across global internet platforms. The impact of this trend on the cross-border e-commerce industry warrants continuous follow-up research.