Google Merchant Center will require passkeys for select actions starting October 29

Google has emailed Merchant Center account owners to say it will begin requiring passkeys for select actions in Merchant Center, starting as soon as October 29, 2026.

Here is a screenshot of the email.

In the email, Google wrote: “Set up your passkey today. Starting as soon as October 29, Google will require passkey protection for certain actions in Merchant Center, such as adding users and assigning permissions. This update does not change how you sign in. You’ll see an in-account notification when this requirement applies to you. To avoid any disruptions, set up your passkey today. If you already set up a Google passkey for another service like Google Ads, you don’t need to create a new one. It automatically applies to your Merchant Center account.”

In short, the passkey requirement applies only to sensitive account actions, such as adding users and assigning permissions. The regular sign-in process stays the same. Account owners who already use a passkey for another Google service, like Google Ads, are covered automatically.

Account owners should set up a passkey before the deadline so they aren’t blocked from managing users and permissions.