Updates Brief Account Health
Seller Central passkeys: shared logins break — every VA and agency needs its own user
Who it hits
Any brand that shares one Seller Central password with a VA, freelancer, or agency. Every desk that logs into client accounts. Anyone still “borrowing” the founder’s login for ads.
What to do this week
Stop shared primary logins this week. Create a named secondary user per person and per agency (unique email). Register a passkey on each user before password sign-in is cut off. Document who owns which user and what permissions they have.
Why this hits agencies first
Shared founder passwords were always a bad idea. Passkeys make them impossible. If three people use one login, only one device/person can hold the passkey cleanly — everyone else gets locked out mid-campaign. That is Account Health and continuity risk on the same day as auction work.
What “secondary user” means in practice
| Role | Do this |
|---|---|
| Founder / primary | Keep the primary user. Register a passkey on a device you control. Do not share that login. |
| In-house teammate | Invite a secondary user with their work email. Permissions scoped to their job. Own passkey. |
| VA / freelancer | Separate secondary user per person. Never reuse one “VA login” across people. |
| Agency / ads desk | One secondary user per agency seat (unique email). Ads + inventory permissions only as needed. Own passkey on the operator’s device. |
Desk SOP this week
- List every human who currently signs into Seller Central for each client.
- Create or confirm a secondary user for each person/agency — unique email, correct permissions.
- Register passkeys before password cutover leaves someone locked out during a peak week.
- Remove stale users who left the company or the retainer.
- Update your access checklist: no more “here’s the password in Slack.”
What this is not
This is not Amazon asking you to hand Seller Central to every vendor on day one of a free review. Public URL reviews stay public. Paid desk work that needs console access should use a named secondary user — never the founder’s primary login.
Sources: Amazon passkey / Seller Central sign-in notices; rollout timing also covered in trade press (e.g. EcomCrew). Confirm the live banner, help page, and user-permission UI in Seller Central for your marketplace. This page is operator method, not Amazon’s help article.
FAQ
Can two people share one secondary user?
No. Treat one human (or one named agency seat) as one user with one passkey. Sharing recreates the same lockout and audit problem.
Does a free PPC review need Seller Central access?
No. Public store or listing URL only. Secondary users and passkeys matter when you agree to paid desk work inside the console.
What if a contractor leaves?
Deactivate their secondary user the same day. Rotate nothing on the founder’s primary — remove the contractor’s seat.
Source: Amazon Seller Central / passkey sign-in notices; rollout timing also reported via EcomCrew — confirm live in your account · Confirm live numbers in Seller Central. This desk is the method, not a rate card.
Stuck on this change?
I will walk the public listing, say whether this change is leaking spend, and what week one would be.
Comments
Work email verified. Desk review before anything is public. No Seller Central. No passwords. Confirm live numbers in Seller Central — comments are not a rate card.
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