Amazon is sharing new data to suggest passkeys are in favour with 465 million customers now, ensuring expedited, secure authentication six times quicker than traditional passwords.
Passkeys achieve an enhanced customer experience and impenetrable security, overtaking the cumbersome use of passwords which likely don’t suit sign-in for the multiple marketplaces that Amazon has. Customers sign in with a fingerprint, face scan, or device PIN, the same way they unlock their phone.
Stephen Schmidt, Senior Vice President and Chief Security Officer at Amazon, said the “changes in authentication security” over the last 10 years are due to customers having the final say on passkeys rapidly transforming their user experience, more than security, although the improvement to account security is undeniably proven.
“The challenge with security has always been the trade-off. Stronger security usually means a worse experience for the customer. Better usability usually means weaker protections. Passkeys break that pattern”.
Amazon has adopted passkeys as the default sign-up method for their customers, and many other e-commerce marketplaces have followed in a coordinated effort across the industry. The FIDO Alliance, who members worked in collaboration with Amazon, also reports five billion passkeys in use and the industry collaboration it takes to build, deploy and navigate passkeys in practice.
Not only achieving security, they are proud of the 75% year-on-year growth of this model from the start of 2026.
