I recently ran into the same issue with my Amazon Fire password reset, and it was frustrating. The problem might be due to a few common reasons. First, ensure you're using the correct email linked to your Amazon account. Sometimes, people have multiple emails and mix them up. Another issue could be the password requirements. Amazon has specific rules like minimum length, special characters, or numbers. If your new password doesn’t meet these, it won’t accept it. Also, check your internet connection—slow or unstable networks can interrupt the process. Clearing your browser cache or trying a different device might help. If none of these work, contacting Amazon support directly is the best move.