Amazon is pushing passwordless sign-ins across its ecosystem, reporting that more than 500 million customers have enabled passkeys on their accounts. The company says the technology makes signing in six times faster than using a traditional password, while offering better protection against phishing attacks.

In an update published on October 20, 2026, Amazon outlined its efforts to make passkeys available across the places where customers interact with the company. The retailer first introduced passkey support for its website and mobile shopping apps in 2023, but it is now expanding the experience across its wider collection of apps and services.

Amazon says it has made several improvements over the past year, including simplifying passkey enrollment, supporting passkeys on sign-in pages, and extending compatibility across its major apps. The company is also encouraging customers to set up and use passkeys during the sign-in process.

How Amazon passkeys work

Passkeys replace the need to enter a traditional password with authentication through a supported device. Depending on the device, customers can verify their identity using a fingerprint, facial recognition, or their screen-lock PIN.

Unlike conventional passwords, passkeys rely on cryptographic credentials rather than a secret that users type into a website. This makes them significantly more resistant to phishing, since users cannot accidentally hand over their passkey by entering it on a fraudulent login page.

The technology also reduces the need to remember multiple passwords or create complicated combinations of letters, numbers, and symbols. Once a passkey is configured, signing in can be as simple as confirming the authentication prompt on a phone or computer.

Amazon says passkey sign-ins are six times faster than traditional password-based sign-ins. That is the company’s reported figure, rather than a guarantee that every login will be six times faster on every device.

How to set up a passkey on Amazon

Customers can enable the feature through their Amazon account settings. Open Amazon in a supported browser or the Amazon Shopping app, go to Your Account, select Login & Security, and choose Set up next to Passkeys. Follow the on-screen instructions to complete the process.

Amazon supports passkeys in browsers, its iOS and Android shopping apps, and Audible apps. The company says it wants to extend the experience wherever customers interact with Amazon, with the longer-term goal of making passkeys the primary way to sign in.

Passkeys can also be stored through a supported credential provider, such as Apple’s iCloud Keychain or a Google account, allowing them to work across compatible devices linked to that provider. Availability and setup can vary depending on the device, browser, and passkey provider.

Importantly, adopting a passkey does not mean customers must immediately abandon their Amazon passwords. Amazon continues to support conventional password sign-ins, giving customers an alternative if they are not ready to switch.

Amazon wants passwords to become the exception

The latest update signals that Amazon is moving beyond simply offering passkeys as an optional security feature. With more than 500 million customers already enrolled, the company is encouraging broader adoption and making the technology easier to use throughout its services.

The move also reflects a wider shift across the technology industry toward passwordless authentication. Passkeys can reduce reliance on passwords that are reused across websites, stolen in data breaches, or captured through convincing phishing attempts. They are not a substitute for protecting devices and account recovery methods, but they remove several common weaknesses associated with traditional sign-ins.

For customers, the practical benefit is straightforward: fewer passwords to remember and a simpler way to access their accounts. Amazon has not announced a deadline for eliminating passwords, and its current approach continues to support both methods while it works toward making passkeys the preferred sign-in option.