https: //sellercentral.amazon.com/seller-news/articles/QVRWUERLSUtYMERFUiNHOUg4NzJYWFdTSlRIWENV
Another shining example of Amazon’s sheer indifference to competence may be observed with this 060926 News Headline, as all 3 of the embedded URLs are malformed.
The first, intended to point to the SHC (“Seller Help Content”) page “Passkey verification,” was provisioned with this (link ‘broken’ for display in Discourse):
https: //sellercentral.amazon.com/seller-news/articles/help/hub/reference/GHBVLKJT74DS9A54
As we can see, that improperly-crafted pathway will simply redirect to the SHC’s Home/Landing page; the correct URL, again ‘broken’ so as to display on the Discourse Platform which hosts the SAS, is this:
https: //sellercentral.amazon.com/help/hub/reference/HBVLKJT74DS9A54
The second link, intended to lead to the CHC (“Customer-facing Help Content”) page “About Passkey,” was given this monstrosity:
https: //sellercentral.amazon.com/seller-news/articles/gp/help/customer/display.html
That, likewise, will simply redirect to the SHC’s Home/Landing page (rather than to the CHC’s own, separate Home/Landing page @ Amazon.com, inexplicably); the correct URL for this resource is this:
https: //www.amazon.com/gp/help/customer/display.html?nodeId=TPphmhSWBgcI9Ak87p
The third link, purporting to take the user to a Step-by-Step Tutorial video (apparently titled “Secondary User Creation Walkthrough”), was provided with this:
https: //sellercentral.amazon.com/seller-news/articles/videos/1970820
Which URL, being non-existent (or at least not publicly accessible), also redirects to the SHC Home/Landing page, similar to what was found with the 1st & 2nd links, rather than to Seller University’s own, separate Home/Landing page.
On the theory that such a redirection might imply the tutorial vid is a Seller University Module video, extracting the RID “1970820” from the bad link, and appending it to the known “raw” iterations of Seller University URLs (explained in the 060926 SAS post here) doesn’t produce an actual resource, simply more home page-redirection.
It appears that, at least at this time, there’s actually only a singular Seller University Module directly related to Passkeys, the “Create and manage passkeys for your Seller Central account” Module @ https: //sellercentral.amazon.com/learn/learning-module/38923dd4-3b68-457b-9699-1b748549207f (which is .pdf-only, as are some other Modules; that file direct download link is, in ‘simplified’ (and here, ‘broken’) format, available @ https://d19kyknqbexfz7.cloudfront.net/US/2025-Q4/en_US_Create_and_manage_passkeys_for_your_Seller_Central_account_draft_11_17_25.pdf), so I’m unsure of just what News_Amazon Team wants us to see…
As most all of us know, Amazon’s long had a habit of short-shrifting support resources, a problem that’s only increased since it first outsourced (and in general, also offshored) the lower echelons of the infrastructure to Concentrix, but it doesn’t appear that the proposed palliative for such ills - i.e., the deployment of GenAI LLMs - seems likely to produce the desired results; certainly, this is the third Amazon News Headline that’s suffered such indignities as malformed links in the last 12 months alone…