Over 175 Million Amazon Customers are Using Passkeys

One year after it first rolled out the feature, Amazon says that over 175 million customers are using passkeys to secure their accounts. This is a major milestone for online account security, but Amazon notes that it’s also an easier and more secure way for customers to access their accounts, with sign-ins happening six times faster than before.

“Over the past year, Amazon has taken several steps to make passkeys more accessible to customers, making it faster and simpler than ever to securely sign in to their Amazon account,” the company notes. “This included making passkeys the default sign-in option on mobile for customers who have set up a passkey for their Amazon account. We also launched passkey support on Audible, our audiobook service, extending the benefits of passwordless sign-in to more customers. And this is just the beginning–we plan to gradually roll out passkeys to other Amazon apps and services over the next year.”

As Amazon explains, customers who use passkeys can authenticate with the service the same way they unlock their devices, using a fingerprint, facial scan, or PIN. And because passkeys are less susceptible to phishing attacks than using a password or text message-based one-time code, those customer accounts are more secure too.

“This is about giving customers ease-of-use and security simultaneously in their Amazon experience,” Amazon senior vice president Dave Treadwell said. “While passwords will still be around in the foreseeable future, this is an exciting step in the right direction. We are thrilled to be an early adopter of this new authentication method, helping to realize our vision for a more secure, passwordless internet.”

Amazon offers one of the best passkey experiences available anywhere. This was true a year ago when I first added a passkey to my Amazon account, and it’s true today: I sign in to my Amazon account regularly and always have a seamless experience. You can get started via the Amazon website or mobile app: Just navigate to Your Account > Login & Security and look for the Passkey option.