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On Monday, November 2, 2026, Amazon's commercial liability insurance rules for US sellers change. For years, most sellers could ignore insurance until their sales grew. That is no longer true for every product.
In a September 3, 2026 Seller Forums announcement, Amazon said sellers with products in categories that have enhanced safety listing requirements must carry at least $1 million in liability coverage for those products, no matter how much they sell. Sellers based in Mainland China must also get their policy through the Amazon Insurance Accelerator.
This guide covers what changes, which products are affected, what a policy must include, and how to upload your certificate, based on what Amazon and its insurance partner have published.
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What Changes on November 2, 2026
The old rule stays. Two new requirements are added on top of it.
The rule that already applies to every Professional seller
Section 9 of the Amazon Services Business Solutions Agreement (BSA) already requires insurance once you pass a sales threshold. If your gross proceeds exceed the Insurance Threshold in any month, or if Amazon asks, you must have coverage in place within 30 days and keep it for the rest of the agreement.
For the US store, the BSA sets the Insurance Threshold at $10,000 and the Insurance Limits at $1,000,000. It also allows "other amounts" that Amazon may require for specific product categories. Coverage must include "products, products/completed operations and bodily injury."
New requirement 1: enhanced-safety categories, regardless of sales
From November 2, Amazon says sellers with products in categories with enhanced safety listing requirements must maintain a commercial liability policy that covers those products, with a minimum of $1 million per occurrence and in aggregate. This applies regardless of the $10,000 threshold, and it applies to both new and existing listings.
Amazon's announcement gives examples that "include, but are not limited to, children's products, cosmetic and ingestible products, and lithium battery products."
New requirement 2: Mainland China sellers must use the Amazon Insurance Accelerator
Sellers based in Mainland China must get their insurance through the Amazon Insurance Accelerator (AIA). Starting November 2, Amazon will reject newly submitted policies that were not bought through AIA. A valid third-party policy submitted before November 2 can still be used until it expires; after that, the seller has to obtain coverage through AIA.
Which Products Count as Enhanced-Safety Categories?
Amazon keeps a Seller Central page listing product categories with enhanced safety listing requirements. That page needs a seller login, so we are relying on a public summary. According to PrepVia's October 27, 2026 review of Amazon's page, the list had 11 categories as of October 26, 2026:
- Children's products
- Consumable and ingestible products
- Fire-related products
- General household devices (such as small kitchen appliances)
- Home medical devices
- Lithium battery products
- Outdoor power and heating equipment
- Personal safety equipment
- Sleep products
- Transport-related products
- Water and marine safety products
PrepVia notes that Amazon describes each category with "including, but not limited to," says the list changes as categories are added, and points sellers to Account Health for the requirements that apply to their own products. It also reports that, in these categories, the certificate of insurance is reviewed before the listing goes live.
Check Account Health, not just the category name
Do not guess from your product title. Open Account Health in Seller Central and review the requirements shown for each of your ASINs. If you are new to that dashboard, our guide to protecting your Amazon Account Health rating explains where to look.
PrepVia also reports that Amazon's newer rules for lithium battery smart home devices and electronics (September 30, 2026) and gas-fueled outdoor heaters (September 23, 2026) already include insurance certificate verification.
What a Compliant Policy Must Include
In a Seller Forums guide to commercial liability insurance, an Amazon staff member listed what Amazon checks. Use it as a checklist when you talk to your broker:
- Policy type: commercial general, umbrella, or excess liability, written on an occurrence basis.
- Limits: at least $1 million per occurrence and $1 million in aggregate.
- Products covered: the policy must cover all products you list in the Amazon.com store.
- Additional insured: "Amazon.com Services LLC and its affiliates and assignees."
- Named insured: must match the legal entity name in your Seller Central Account Info.
- Insurer rating: A- or better from S&P and/or AM Best.
- Notice: the insurer must give Amazon at least 30 days' notice of cancellation or non-renewal.
What about deductibles?
The same guide says Amazon moved to a zero-deductible requirement in June 2022. If your gross proceeds were more than $1 million over the last 12 months, a deductible of up to $10,000 may be allowed, as long as it is listed on your certificate of insurance.
Are claims-made policies ever allowed?
Occurrence-based policies are the default. PrepVia's summary says claims-made policies are accepted only for certain categories where occurrence coverage cannot be obtained, as listed in Amazon's Business Insurance FAQ. In the comments under Amazon's September announcement, one seller shared a support reply accepting a claims-made policy for child car seats (FMVSS 213 restraints). If you sell in a niche like that, read the FAQ in your own account and confirm with your broker.
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How to Upload Your Certificate in Seller Central
Amazon's forum guide describes the upload steps:
- Go to Settings > Account Info > Business Insurance.
- Upload your certificate of insurance (COI).
- Enter the insurance carrier, policy number, policy start and end dates, and coverage amount.
- Confirm that the insured name matches your legal business name.
- Submit, then watch for a verification result or a request for more documents.
The BSA also lets Amazon request the full policy or other documents, so keep a complete copy, not just the certificate.
Make the names match
Name mismatches are an easy way to get rejected. If your Seller Central account belongs to "Example Goods LLC," your policy should name Example Goods LLC, not just your brand name or your personal name. PrepVia notes that a trade name is allowed for single-member LLCs. If you are still setting up your business structure, sort this out before you buy a policy. The same care helps when you enroll in Amazon Brand Registry.
The Amazon Insurance Accelerator, Explained
The Amazon Insurance Accelerator is a program that lets sellers compare and buy coverage from inside Seller Central. Marsh, the insurance broker that runs it, explains in its guide to the Amazon Insurance Accelerator that you reach it from the Business Insurance page in Seller Central by clicking the Marsh tile.
According to Marsh:
- Sellers get quotes from pre-vetted insurers. Marsh's guide names carriers including Chubb, Hiscox, Liberty Mutual, and NEXT Insurance.
- The application usually takes less than five minutes.
- Coverage is provided by the participating insurance carriers, not by Marsh or Amazon.
Marsh's Amazon sellers page also advertises "up to 15% discount on your insurance premium" for sellers using the program. Treat that as Marsh's marketing claim and compare it against a quote from your own broker.
If you are based in Mainland China
For Mainland China sellers, AIA becomes mandatory for new policies on November 2. A valid third-party policy submitted earlier can stay until it expires, so note that date now: the replacement must come from AIA.
What Happens If You Are Not Covered?
Amazon's announcement does not list a single penalty, but other Amazon pages do. According to PrepVia's summary of Amazon's category page, products that do not meet the requirements are subject to action under the BSA, including removal of the listings.
PrepVia also summarizes Amazon's A-to-z Claims Process for property damage and personal injury. Without the required insurance, Amazon says it will seek reimbursement of its claim costs regardless of sales thresholds unless it agrees to waive that right, and it may restrict a seller from a category or suspend the account until proof of insurance is provided. On customer claims of $1,000 or less, Amazon resolves the claim with a concession and does not seek reimbursement if the seller has provided proof of insurance.
Insurance decides who pays when a customer says your product caused harm. That is one more reason to think carefully about risky product types before you order inventory.
Why This Matters for Q4 and New Sellers
November 2 lands in the busiest stretch of the year. If a listing in an enhanced-safety category is held up because of missing insurance, it could miss Black Friday and Cyber Monday traffic. Inventory you already sent in for the season, as covered in our guide to Q4 2026 peak fees and inbound deadlines, does not help if the listing cannot sell.
Add insurance to your unit cost
Before this change, many beginners in categories like baby products or supplements could launch first and buy insurance later. Now the premium is a launch cost. Ask for a quote while you are still researching the product, then add it to your numbers using our true per-unit cost guide. A fixed annual premium hits small-volume products hardest.
Plan new launches around the certificate
If the certificate is reviewed before listing in these categories, the order of work changes: bind the policy, upload the certificate, wait for review, then go live. Build that time into your launch plan the same way you plan for supplier checks. Our guide to verifying suppliers on Alibaba covers the sourcing side.
A Pre-November 2 Checklist
Work through this list before the rules take effect:
- Map your catalog. Review Account Health and flag every ASIN with an enhanced safety requirement.
- Check your current policy. If you already carry insurance, confirm it covers all your Amazon products, meets the $1 million per occurrence and aggregate limits, and names "Amazon.com Services LLC and its affiliates and assignees" as additional insured.
- Confirm your legal name. Make sure the named insured matches your Account Info exactly.
- Check the deductible. Zero is the default; up to $10,000 only if you qualify and it is shown on the certificate.
- Get quotes. Compare a quote from AIA with one from an independent broker. If you are based in Mainland China, AIA is required for new policies.
- Upload and verify. Submit your certificate under Settings > Account Info > Business Insurance and watch for a verification result.
- Set renewal reminders. Coverage has to stay in force, so set a reminder well before the policy end date.
A note on advice: Amazon's own guide says it cannot give legal advice and recommends talking to a licensed insurance professional. The same applies here. This article explains Amazon's published rules; it is not insurance or legal advice.
Your next step: Open Account Health today, flag your enhanced-safety ASINs, and request a quote before November 2.
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Join Bubba Academy Today →Frequently Asked Questions
Do I need insurance if I sell less than $10,000 a month on Amazon?
It depends on what you sell. From November 2, 2026, Amazon says sellers with products in categories with enhanced safety listing requirements need at least $1 million in coverage for those products regardless of the $10,000 threshold. For other products, the $10,000-per-month BSA threshold still applies.
Which products are in Amazon's enhanced-safety categories?
Amazon's examples include children's products, cosmetic and ingestible products, and lithium battery products. A public summary of Amazon's category page listed 11 categories as of October 26, 2026. The list changes, so check Account Health for your own ASINs.
How much coverage does Amazon require?
At least $1 million per occurrence and $1 million in aggregate, through a commercial general, umbrella, or excess liability policy that covers all products you list in the Amazon.com store.
Do I have to buy insurance through the Amazon Insurance Accelerator?
Only if you are based in Mainland China. From November 2, 2026, Amazon will reject newly submitted non-AIA policies from those sellers. Other sellers can use AIA or any insurer that meets Amazon's requirements.
Where do I upload my certificate of insurance?
In Seller Central, go to Settings, then Account Info, then Business Insurance. Upload the certificate and enter the carrier, policy number, policy dates, and coverage amount, and confirm the insured name matches your legal business name.
