What is Named Insured?
The named insured is the person or business the policy is issued to and whose name appears on the declarations and any certificate. It is the primary party with rights and duties under the policy. On a COI, the named insured must match the legal entity a marketplace has on file for your seller account.
Why it matters for sellers
A common reason a COI is rejected is a mismatch between the named insured and the legal business name in Seller Central or Walmart Seller Center. Keep your entity name consistent across your policy and your marketplace accounts.
Example
Your COI reads 'Acme Brands LLC' but your Amazon account is under 'Acme LLC'; Amazon rejects it until the names match.
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Questions
Does the named insured have to match my marketplace account?+
Yes. The named insured on your certificate should match the legal entity or DBA registered with the marketplace, or the certificate can be rejected.
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Definition based on Insurance Information Institute and IRMI Glossary of Insurance & Risk Management Terms. Reviewed 2026-07-01. This is general information, not insurance advice.