Seller Central passkeys and secondary users: UK team access in three steps
Shared logins are out. Amazon UK's answer is one secondary-user account and one passkey per person. Here is the three-step setup, and what Amazon has and has not made mandatory.
Amazon UK does not support sharing one Seller Central sign-in across your team. Its answer is a two-part setup: every person who touches the account gets added as a secondary user, and each of them registers their own passkey on their own device. If a VA, accountant or business partner still signs in with your email and password, this is the UK guide to fixing that properly.
The short answer
Amazon's 9 July UK notice says shared sign-ins are not supported, and that when you set up secondary users, each person who needs access to the shared account can register their own unique passkey. Its 30 June UK notice says passkeys were being extended to all Seller Central accounts from July 2026, are available to all sellers, and will become required for some accounts later in 2026. So the direction is clear: one login per person, each protected by a passkey. What Amazon has not said is that every account is required to enrol today.
Why the shared login has to go
A shared email-and-password login breaks every control that makes an account recoverable. You cannot tell who changed a listing, you cannot revoke one person's access without disrupting everyone, and anyone who leaves the team leaves with the keys. Amazon's notices put it plainly: for security purposes, a single sign-in shared across multiple users is not supported. The supported model is individual access with individual credentials, and passkeys are the credential Amazon is pushing.
What a passkey is, in Amazon's telling
A passkey is a passwordless sign-in tied to a specific device and its built-in authentication: fingerprint, face recognition or device PIN. Amazon says passkeys cannot be phished or stolen because they cannot be typed or shared, that it does not collect or store your passkey data or biometrics, and that sign-in needs no verification codes. Those are Amazon's claims about its own feature, quoted here so you know the basis; the security properties of passkeys are widely documented, but your account's safety still depends on who has access and how their devices are managed.
The three-step team setup
| Step | What to do | Where |
|---|---|---|
| 1. Stop sharing the main login | Decide who actually needs access: owner, VAs, accountant, agencies. Everyone else loses the password today. | Your own access list |
| 2. Add each person as a secondary user | Go to Settings, then User Permissions. Select the account, enter the user's contact information and send the invitation. Each new user needs an email address that has never been used on any Amazon account. Repeat per person and ask them to follow the email instructions. | Settings > User Permissions |
| 3. Each user registers their own passkey | Once registered as a secondary user, each person signs in separately, goes to the Login and Settings page, selects Create Passkey and follows the on-screen steps on their own device. | Login and Settings page |
Two details from Amazon's notices worth knowing before you start. Only users registered as secondary users can set up a passkey and sign in separately to the shared account, so the order matters: invite first, passkey second. And anyone who is already a secondary user can create and use a passkey immediately, so existing team members do not need to be re-invited.
What Amazon has and has not made mandatory
Amazon says passkeys are available to all sellers and will become required for some accounts later in 2026. It has not published a list of which accounts, or a UK deadline that applies to everyone. Its 30 June notice strongly encourages setting up a passkey as soon as possible and says enrolment takes under two minutes; treat that timing as Amazon's own figure, not an independent measurement. The practical reading: set up now, on your own schedule, rather than discovering a requirement on a deadline you did not choose.
What these notices do not tell you
These are general UK announcements. They do not read your account, and this guide does not either: whether passkeys are required for your account yet, and which secondary-user permissions each teammate should hold, are decisions for your own Seller Central settings and your own judgement. Passkeys are a sign-in change, not a review of your wider account posture; our account health guide covers the broader discipline of keeping a UK seller account clean and recoverable.
Sources: Amazon UK Seller Forums, "Passkeys coming to Seller Central in July", published 30 June 2026: sellercentral.amazon.co.uk/seller-forums/discussions/t/93342a52-3c0e-4d6d-96b8-a423867e1f00 and "Give your team secure, easy access with passkeys for secondary users", published 9 July 2026: sellercentral.amazon.co.uk/seller-forums/discussions/t/bf9a3b28-8bce-45ae-8ea9-523026a3c808