Amazon is making it easier and safer for you to access your account with passwordless sign-in

Key takeaways

More than 500 million Amazon customers have enabled passkeys on their accounts.
Passkeys use your device's fingerprint, face scan, or PIN—they can't be guessed or phished like passwords.
Signing in with a passkey is six times faster than using a traditional password.

Amazon announced the rollout of passkey support on browsers and our mobile shopping apps, offering customers an easier and more secure way to sign in to their Amazon accounts. Today, we’re excited to share that more than 500 million customers have enabled passkeys on their Amazon accounts, allowing them to sign in six times faster than they could otherwise. Adoption keeps growing every day, as more customers experience the convenience of passwordless sign-in.

Two years ago, Amazon announced the rollout of passkey support on browsers and our mobile shopping apps, offering customers an easier and more secure way to sign in to their Amazon accounts. Today, we're excited to share that more than 500 million customers have enabled passkeys on their Amazon accounts, a milestone that reflects just how much customers value the speed, simplicity, and security of passwordless sign-in. Adoption continues to accelerate every day as customers discover that signing in doesn't have to be a chore.

Over the past year, Amazon has taken several steps to make passkeys more available to customers, making it faster and simpler to securely sign in to their Amazon account. This included seamless passkey enrollment, allowing passkey usage on pages where customers sign-in, ensuring passkeys are supported by all major Amazon apps, and encouraging customers to add and use passkeys during their authentication journey.

What is a passkey?

Passkeys are an easy-to-use way to sign in to apps and websites, offering a safe and convenient alternative to passwords. Customers can use passkeys to sign in to apps and sites the same way they unlock their devices—with a fingerprint, face scan, or lock screen PIN.

An illustration of a mobile device that asks for Face ID to sign in to an Amazon account.

Unlike passwords, they cannot be written down or guessed, helping to prevent the accidental sharing of a passkey with a bad actor. When a customer uses a passkey on their device, it proves they have their device and are able to unlock it.

Customers no longer need to worry about remembering unique passwords or using easy-to-guess identifiers, like names or birthdays. And passkeys are less susceptible to phishing attacks than passwords and one-time codes in text messages, making them a more secure option for our customers.

How can I set up a passkey?

Customers can enroll for passkeys in a few simple steps. Using their browser or Amazon Shopping app, customers can select Your Account, choose Login & Security, select Set up next to Passkeys, and follow the quick step-by-step instructions. Once customers have added a passkey to their account, they can sign in with a passkey on supported devices or browsers using their lock screen PIN or biometrics to confirm their identity. Passkeys are available on browsers, our iOS and Android Amazon Shopping apps, and our Audible apps.

“Our research shows that consumers are tired of the hassle and complexity of passwords, and they are excited to embrace passkey sign-ins, which enable them to simply and securely access online services and stands to turn the tide against the ongoing plague of data breaches and identity theft,” said Andrew Shikiar, chief executive officer of FIDO Alliance, an industry association focused on reducing reliance on passwords. “Passkeys fundamentally shift the way we sign in to our online accounts for the better—and seeing Amazon roll out passkeys is evidence of its commitment to its customers’ time, experiences, and security across Amazon web and mobile shopping experiences.”

What's next

We're focused on bringing passkeys to everywhere customers interact with Amazon, making the sign-in experience so seamless that it fades into the background. Driving continued adoption is an important step in making the Amazon experience easier and safer. We're building toward a future where customers no longer need to rely on passwords, and can instead use passkeys as their primary way to sign in securely and effortlessly.

Learn more about passkeys here.

Update: This article was originally published on October 23, 2023. It was updated on October 20, 2026, with with new adoption milestones and details on what's next for passwordless sign-in.