Assureful

Amazon seller insurance guide

Cross $10K on Amazon. Have your COI ready.

Amazon sellers usually need $1M / $1M product liability insurance after crossing $10,000 in monthly sales. Assureful prices coverage from real Seller Central data and helps produce the proof Amazon expects.

Amazon sellers preparing proof of insurance

$10K

monthly sales trigger

$1M

common per-occurrence limit

30

day proof window

Fast answer

What does Amazon actually ask for?

Amazon's insurance rule is simple on paper: after the sales threshold, sellers need a commercial liability policy with product liability and proof that names Amazon correctly.

The problems happen in the details. COIs get rejected when the entity name, limits, carrier rating, policy form, or additional insured wording is wrong. The page should help a seller check all of that before Seller Central becomes urgent.

Seller Central proof

The checklist that keeps the COI from bouncing.

$10K trigger

Amazon requires commercial liability insurance once gross proceeds exceed $10,000 in any month.

$1M / $1M limits

The common minimum is $1,000,000 per occurrence and $1,000,000 aggregate.

30-day window

After the threshold is crossed, sellers typically need proof uploaded within 30 days.

Additional insured

The certificate must name Amazon.com Services LLC and its affiliates correctly.

A-rated carrier

Coverage should be issued by an insurer that meets Amazon's carrier rating expectations.

Why sellers switch

Amazon sellers need insurance that follows the store.

A static annual revenue forecast is a weak fit for launches, Q4 spikes, stockouts, and category pivots. Connected store data gives underwriting a cleaner view of actual exposure.

Traditional route

  • Annual sales forecast entered once
  • Manual quote packets and broker back-and-forth
  • COI upload and correction work falls on the seller
  • Importer and vendor exclusions can be missed

Assureful route

  • Premium tied to real Seller Central activity
  • Quote path built for ecommerce product categories
  • COI generated for marketplace proof
  • Imported products reviewed directly in underwriting

Coverage reality

Product liability is the policy Amazon cares about most.

01

Entity name

The insured name should match the seller entity Amazon expects, not a nickname or a personal name by accident.

02

Policy type

Amazon expects commercial general liability with product liability, usually on an occurrence basis.

03

Limits

$1M per occurrence and $1M aggregate need to show clearly on the certificate.

04

Additional insured wording

Missing or incorrect Amazon additional-insured wording is one of the fastest ways to get a COI rejected.

Claim examples

Why a $9 product can become a six-figure problem.

Product liability

A small charger causes a kitchen fire.

An Amazon FBA seller of imported electronics is named in a property-damage claim after a charger overheats. The policy can pay defense costs and covered settlement amounts.

Bodily injury

A skincare reaction becomes a demand letter.

A private-label beauty seller receives a claim after a customer reports an injury. Defense expenses can begin even before a lawsuit is filed.

Defense costs

A toy complaint never reaches court.

A demand letter alleges a choking hazard. The policy can fund legal review and response before the matter becomes larger.

Pricing

What Amazon sellers typically pay.

Indicative monthly premium for a $1M / $1M occurrence-based policy. Final price depends on product category, state, revenue, claims history, and selected limits.

Under $50K/year

$26-$45

Most beginner FBA and FBM sellers

$50K-$500K/year

$45-$95

Active mid-size Amazon stores

$500K-$5M/year

$95-$450

Established sellers, often multi-channel

$5M+/year

Custom

Aggregator-grade limits, often $5M-$10M

Questions

What Amazon sellers ask before buying.

Does Assureful meet Amazon's insurance requirements?+

Yes. Assureful policies can meet Amazon's $1M per occurrence and $1M aggregate minimum, use occurrence-based forms, name Amazon.com Services LLC as Additional Insured, and are backed by A-rated insurance capacity. We can also help get the Certificate of Insurance into Seller Central.

At what sales threshold does Amazon require insurance?+

Amazon generally requires product liability insurance once gross monthly sales exceed $10,000 in a calendar month. Sellers are commonly given 30 days to provide a Certificate of Insurance after crossing the threshold.

How fast can I get a Certificate of Insurance for Seller Central?+

Most eligible sellers can receive a compliant COI quickly after completing the application and binding coverage. Coverage can start immediately once the policy is active.

Does Assureful cover products imported from China?+

Assureful can cover imported products across a wide range of categories. Imported goods should always be checked explicitly because some traditional policies use vendor, importer, or foreign-manufacturer exclusions.

How does pay-as-you-sell pricing work on Amazon?+

Assureful connects to Amazon Seller Central and prices monthly premium from real sales data instead of relying only on an annual estimate entered once at the beginning of the policy period.

What does Amazon-compliant product liability insurance cover?+

It covers third-party bodily injury and property damage caused by products you sell, including covered legal defense costs, settlements, and judgments up to the policy limits.

What is excluded from Amazon seller insurance?+

Standard exclusions can include damage to your own products, intentional acts, professional services, employment practices, pollution, cyber events, and certain high-risk or recalled products. Exclusions vary by policy form.

Can one policy cover Amazon, Shopify, Etsy, and Walmart?+

Yes, if the policy is built for multi-channel ecommerce and the insured entity, products, sales channels, limits, and additional insured wording all match what each channel requires.

Exact quote

Ready to make Seller Central proof boring?

Connect your Amazon store and get a price from real seller data. No obligation, and qualified sellers can continue straight through the quote flow.