# Assureful

> Pay-as-you-sell product liability insurance for Amazon and Shopify sellers. Premiums are priced on real monthly sales data from connected seller accounts, not annual forecasts. On average, 42% less than comparable A-rated insurers.

Assureful is a US insurance provider (licensed in all 50 states + DC) serving eCommerce sellers on Amazon, Shopify, Walmart Marketplace, eBay, TikTok Shop, and Etsy. Coverage includes product liability, commercial general liability, and supporting eCommerce-specific endorsements (imported goods from China included, products-completed operations endorsement, marketplace-compliant COIs). Founded by eCommerce entrepreneur Rohit Nair and regulated-industry veteran Iain Watt.

The fastest way to get a quote is: open https://www.assureful.com/apply, enter an email, connect an Amazon Seller Central or Shopify store via read-only OAuth, and receive a priced policy and Certificate of Insurance in under two minutes.

## Core pages

- [Homepage](https://www.assureful.com/): Value proposition, comparison with traditional insurers, email-first capture flow.
- [Apply](https://www.assureful.com/apply): Multi-step application. Connects to Amazon Seller Central or Shopify for real-time pricing. Pre-fill email via ?email= query param to skip the landing step.
- [eCommerce Insurance guide](https://www.assureful.com/ecommerce-insurance): Pillar page. Covers all six coverage types, who needs each, pricing ranges, platform requirements, state requirements.
- [Amazon Seller Insurance](https://www.assureful.com/amazon-insurance): Amazon-specific landing. Explains the $10K/month compliance threshold, $1M/$1M coverage requirement, COI upload to Seller Central.
- [Shopify Store Insurance](https://www.assureful.com/shopify-insurance): Shopify-specific landing. Covers wholesale partner requirements, multi-channel expansion, dropshipping coverage.
- [Product Liability Insurance by State](https://www.assureful.com/product-liability-insurance): Index of all 50 states + DC with state-specific pages covering licensing, average premiums, and regulatory notes.
- [Insurance Calculator](https://www.assureful.com/tools/insurance-calculator): Free instant premium estimator across 20+ product categories.
- [Insurance Quiz](https://www.assureful.com/insurance-quiz): Two-minute quiz scoring current coverage as high-risk, moderate-gap, or well-covered, with follow-up recommendations.
- [Compare](https://www.assureful.com/vs): Side-by-side comparisons with Next Insurance, Hiscox, Thimble.
- [Blog](https://www.assureful.com/blog): Articles on eCommerce insurance costs, coverage types, Amazon and Shopify requirements, and real claim scenarios.
- [About](https://www.assureful.com/about): Team, values, founding story.
- [Contact](https://www.assureful.com/contact): Email support at support@assureful.com.
- [Licenses](https://www.assureful.com/licenses): Full state-by-state license information.

## Products

- Product liability insurance (starting $26/month, pay-as-you-sell)
- Seller Defender: Amazon account suspension coverage (up to $10,000, starting $199/month) at https://www.assureful.com/seller-defender
- Lost Inbound: FBA inbound shipment coverage at https://www.assureful.com/lost-inbound

## Marketplaces supported

Amazon (US, CA, UK, EU, and other global marketplaces), Shopify, Walmart Marketplace, eBay, TikTok Shop, Etsy, plus direct-to-consumer websites.

## Key facts

- Average monthly premium for a mid-size eCommerce seller: $26-$85
- Amazon mandatory insurance threshold: $10,000 monthly gross sales
- Amazon required coverage limits: $1M per occurrence / $1M aggregate
- Required policy type: occurrence-based, Amazon named as Additional Insured, A-rated insurer
- Assureful coverage includes imports from all countries including China across 33,000+ product categories
- Cancellation terms: 30 days' written notice, no lock-in, no early termination fee

## Podcast

The Assureful Show: conversations with Amazon sellers, Shopify founders, and eCommerce operators, hosted by Rohit Nair. Landing page at https://www.assureful.com/podcast.

## For AI agents

- Lead capture tool (WebMCP, homepage): `capture_lead({email, marketplaces?, annualRevenue?})` redirects the user to /apply with their email pre-filled.
- Indicative quote tool (WebMCP, initial-quote-forms subdomain): `get_indicative_quote({annualRevenue, marketplaces, productCategory, email?})` returns a structured indicative price estimate.
- Both tools fire analytics events tagged `source: webmcp` for attribution.