Amazon says 175 million customers now sign in with passkeys

Amazon reports that more than 175 million customers have enabled passkeys on their accounts and sign in six times faster than they otherwise would. Passkeys are now the default sign-in option on mobile for customers who have already set one up, and support has extended to Audible. The FIDO Alliance puts industry-wide usage at five billion passkeys with 75 percent year-on-year growth entering 2026, and its State of Passkeys research reports 90 percent consumer awareness, 75 percent having enabled a passkey somewhere, and 49 percent using them regularly where offered.

Why it matters

Consumer passkey deployment has spent three years being described as promising. A single retailer at 175 million enrolled users is the point where that stops being the right word, and the speed number matters more than the security one for anyone building the business case: six times faster sign-in is a conversion argument that survives a meeting the security argument does not.

Read the default carefully, though, because the distinction is where most CIAM programs stall. Amazon's default applies to customers who have already created a passkey; it is a preference over the existing credential, not enrollment. The password is still there, and an account with a passkey and a live password fallback is still reachable through attacker-in-the-middle phishing and OTP relay against the fallback path. The security benefit arrives when the fallback is removed or gated, and at consumer scale nobody has done that yet, because account recovery for hundreds of millions of users is the genuinely hard problem underneath.

Sources: About Amazon, Identity Week, FIDO Alliance, State of Passkeys 2026