What changed
$1 million liability cover required in enhanced safety categories at any sales volume
When
Notice posted September 3, 2026; takes effect November 2, 2026
Who it affects
Amazon.com sellers in enhanced safety categories, plus sellers based in Mainland China
What to do
Check every ASIN against the category list and get a compliant policy on file

Key takeaways

  • From November 2, 2026, enhanced safety category sellers need $1 million of liability cover at any sales volume.
  • The rule applies to new and existing listings; the $10,000 trigger stays for other sellers.
  • Mainland China based sellers must submit new policies through the Amazon Insurance Accelerator.

How the Amazon insurance change rolls out

  1. Amazon posts the notice to US Seller Forums

  2. China based sellers can still submit third party policies

  3. Category trigger starts, new listings and existing listings

  4. Non AIA policies from China based sellers are rejected

What Amazon changed on November 2

Until now, the main trigger was sales: a seller had to get insurance within 30 days of passing $10,000 in monthly gross proceeds on Amazon.com, or earlier if Amazon asked. That trigger stays. The new one is based on what you sell.

Amazon's notice names children's products, cosmetic and ingestible products, and lithium battery products as examples, and says the categories "include, but are not limited to" those. A list reproduced by SellerEssentials from a sign-in only Seller Central page, and reported by PPC Land, runs to 11 categories, also covering small kitchen appliances, home medical devices, fire related products, mattresses, tires and personal safety equipment. Confirm your products against the live Seller Central page, because that list is the one that counts.

Before Nov 2From Nov 2
Covered above $10,000 a month
Safety category seller under $10,000 must insure
Dormant safety category listings count
China based sellers can submit any compliant policy

Based on Amazon's September 3 notice as reported by PPC Land.

What the policy has to include

The cover itself is not new, but many long tail sellers have never had to buy it. Trade summaries of Amazon's requirements, covered in our Amazon seller insurance guide, list these terms:

  • At least $1 million per occurrence and in the aggregate.
  • A deductible of no more than $10,000.
  • Occurrence based cover, except for certain product categories.
  • Amazon.com Services LLC, its affiliates and assignees named as additional insureds.
  • The insured name matching the legal entity on the selling account.

The second change: Mainland China sellers

Amazon also said "sellers based in Mainland China must now obtain their insurance through the Amazon Insurance Accelerator (AIA) program." From November 2 it will reject newly submitted policies from those sellers that did not come through AIA. Reports say a valid third party policy submitted before that date can be used until it expires. A US brand sourcing from Chinese factories is not caught by this part.

What nobody knows yet: enforcement

The notice does not say what happens to a seller without compliant cover on November 2. SellerEssentials, as cited by PPC Land, reports that Amazon emails affected sellers, allows 45 days to submit proof, and can then deactivate listings in those categories. That timeline is not in the notice itself. EcomCrew notes that enforcement of Amazon's 2021 insurance tightening was "widely described as nonexistent." Treat that as history, not a promise.

What this means for sellers and brands

This is a fixed yearly cost landing on the smallest ASINs in the catalog. EcomCrew's earlier quotes ran from $837 to $2,200 a year, but those were for sellers doing $500,000 to $1 million in revenue and predate the change, so they are only a rough guide. As simple arithmetic, an $837 premium would need about 210 units a year at $4 of contribution per unit just to pay for itself. That adds to the pressure in our Amazon fee changes for 2026 coverage.

  • Dormant listings count, so old catalogs carry hidden exposure.
  • Insurance belongs in per ASIN profit math, next to referral and FBA fees.

What sellers should do

The date is close and underwriting takes time, so start today.

  • Export your full catalog, including inactive and low volume ASINs, and match it to Amazon's enhanced safety category page.
  • Open Settings, then Account Info, then Business Insurance in Seller Central to see your current status and the Accelerator quote tool.
  • Get more than one quote, and ask the broker to confirm each required term in writing.
  • Compare the premium with each ASIN's yearly contribution, and close listings that cannot carry it.
  • If you are based in Mainland China, submit any valid third party policy before November 2.
  • Watch Amazon account health and your inbox for any insurance request.

Before November 2

  • Match every ASIN to the category list
  • Check Business Insurance status
  • Get two or more quotes
  • Confirm required terms in writing
  • Close listings that cannot carry the premium

Where PPC Spider helps

PPC Spider is an Amazon and marketplace agency whose SpiderOS platform monitors bids, budgets, search terms and stock, with target ACoS set from product margin after fees. Our Amazon account management team can work a new cost like this into your margin targets. For a wider look, request a free Amazon audit, and follow rule changes on the Amazon FBA news and Amazon policy updates channels.

Sources

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