More than 500 million Amazon customers have now enabled passkeys on their accounts, the company says. A passkey lets them sign in with the fingerprint, face scan or lock-screen PIN they already use to unlock their phone or computer, instead of typing a password. Amazon says signing in with a passkey is six times faster than using a traditional password.
The figure has nearly tripled in two years. In October 2024, Amazon said more than 175 million customers had enabled passkeys, a year after it first rolled out passkey support on browsers and its mobile shopping apps.
Over the past year, Amazon says, it has made enrollment smoother, allowed passkeys to be used on the pages where customers sign in, ensured that all major Amazon apps support them and encouraged customers to add and use passkeys while they are signing in.
Passkeys are available in web browsers, the Amazon Shopping apps for iOS and Android, and Audible’s apps. To add one, customers open Your Account in a browser or the Shopping app, choose Login & Security and select Set up next to Passkeys, then follow the on-screen steps. After that, they can confirm their identity on supported devices with their lock-screen PIN or biometrics.
When a customer uses a passkey on their device, it proves that they have the device and are able to unlock it. Amazon says passkeys cannot be written down or guessed, and are less susceptible to phishing than passwords or one-time codes sent by text message. Across the wider industry, the FIDO Alliance counted more than 3 billion passkeys in use in October 2025.
Amazon says it is focused on bringing passkeys to everywhere customers interact with the company, and is building toward a future in which customers no longer need to rely on passwords and can use passkeys as their primary way to sign in.
