Amazon has always been at the forefront of innovation, in line with this commitment, the company introduced Amazon passkey login, a new passwordless authentication method that replaces traditional passwords with a secure and frictionless alternative.
This initiative has seen remarkable adoption, with Amazon reporting that over 175 million customers use passkeys on their Amazon accounts, resulting in sign-in speeds six times faster than traditional methods.
But what is an Amazon passkey, how does it work, and how to use it? Let's get into it.
Amazon passkeys are a passwordless authentication method that leverages public-private key cryptography to enhance security and streamline the login process, meaning users can sign in to apps and sites the same way they unlock their devices. Here's how passkeys work:
Public Key: Stored on Amazon's servers, this key is used to verify your identity during the login process.
Private Key: Securely stored on your device and never leaves it, ensuring that your credentials remain safe from potential breaches.
When a user logs in, their device requires them to verify their identity using biometrics (like Face ID or a fingerprint) or a PIN, allowing the device to generate a cryptographic signature, which is then verified by Amazon using the public key. This process confirms the user’s identity without transmitting sensitive information, making it highly secure.
Amazon's adoption of passkeys showcases how advanced authentication methods can enhance user engagement. Due to their effectiveness, Amazon has extended passkeys to its other services, including AWS and Audible. Amazon has also made passkeys the default authentication option for mobile users who have set up a passkey for their Amazon account.
As a leading retailer, Amazon's use of passkeys inspires more e-commerce platforms to adopt passkeys, potentially standardizing passwordless authentication across the industry.
Amazon isn't alone in adopting passkeys, other tech giants and different types of industries joining in to make passwordless authentication a global standard. Companies like Google, Microsoft, and Apple already integrate passkeys onto their platforms, enabling users to log in securely across devices and services.
To explore more websites and services that support passkeys, check out our passkey directory.
Setting up a passkey for your Amazon account is easy. Follow these steps:
Once enabled, your passkey is saved to your cloud service account, such as your Apple ID or Google account, and can be used to sign in on all devices linked to that account.
Note that you can only create one passkey per cloud service account, and you can disable or remove it anytime if needed. Functionality may vary depending on the browser you use.
To create and use passkeys, your device must meet the following minimum software requirements: iOS 16, macOS Big Sur, or Android 9. Additionally, ensure you are using the latest browser version and have screen lock and Bluetooth enabled for the best functionality.
Backed by the FIDO Alliance, a global organization dedicated to secure authentication standards, passkeys are not only safe but represent a significant improvement over both traditional passwords and added security methods like multi-factor authentication (MFA/2FA).
Unlike passwords, which can be phished, stolen, or even guessed, passkeys rely on public-private key cryptography, which means your private key stays securely on your device and is never shared online. This makes them resistant to phishing attacks and data breaches, two of the most common password-related vulnerabilities. Check out our full passkey vs password comparison.
Compared to MFA or 2FA, passkeys offer the same or even higher level of security without the extra steps: entering one-time codes or verifying through an external app. While two or multifactor authentication strengthens passwords by requiring additional factors, it still relies on the password itself while passkeys eliminate this dependency.
Amazon's adoption of passkeys marks a major step in the online security landscape. This shift not only enhances account protection but also simplifies the login process, showcasing Amazon's commitment to innovation and customer satisfaction.
As one of the world's largest online platforms, Amazon is setting the tone for the widespread adoption of passkeys. Getting millions of users acquainted with passkey technology will ease its worldwide adoption. As more companies follow Amazon, the transition to a passwordless world becomes increasingly feasible, setting a new global standard.
