Quick answer

Amazon and Walmart Marketplace both require product liability insurance with the marketplace named as an additional insured, and both treat ingestible supplements as a higher-scrutiny category. Amazon's standard requirement is at least $1M per occurrence and in aggregate, including products and completed operations, naming Amazon.com Services LLC and its affiliates as additional insureds, with 30 days notice of cancellation. Walmart Marketplace asks for $1M per occurrence and $2M aggregate naming Walmart Inc. A general liability policy without product liability and products-completed operations wording is the usual reason a certificate gets rejected.

What Amazon actually requires

The standard Amazon seller requirement looks like this:

  • Trigger: sellers generally need coverage within 30 days after exceeding $10,000 in monthly Amazon.com sales, and Amazon has been extending the requirement to products in its enhanced-safety categories regardless of volume. Ingestible supplements are the kind of product that lands in those categories, so assume the requirement applies from launch and confirm the classification inside Seller Central.
  • Limit: at least $1 million per occurrence and $1 million in aggregate.
  • Form: commercial general liability, umbrella or excess, or a commercial liability policy that includes product liability and products-completed operations.
  • Named insured: the legal entity that sells on the account, matching the Seller Central business name.
  • Additional insured: Amazon.com Services LLC and its affiliates and assignees.
  • Notice: 30 days written notice of cancellation, and 10 days for non-payment in most forms.
  • Deductible: disclosed on the certificate, and usually required to be no more than $10,000.

Amazon has also been routing newly submitted certificates through its own insurance accelerator, so a policy placed outside it may need to be uploaded and accepted manually. If a listing is suspended for a lapsed certificate, the reinstatement usually requires a corrected certificate, not just a payment.

Walmart Marketplace and other retailers

  • Walmart Marketplace: a certificate is requested once a seller passes $100,000 in GMV in any 12-month period, or when Walmart asks. The requirement is $1M per occurrence and $2M aggregate for general and product liability, naming Walmart Inc. as additional insured. Missing or lapsed coverage can deactivate the account.
  • Costco, Whole Foods, and natural channel distributors: vendor packets typically ask for $2M to $5M in product liability, additional insured status, a waiver of subrogation, and 30 days notice of cancellation. Distributors often ask for the same plus a hold harmless clause.
  • Shopify, Etsy, TikTok Shop: the platform itself usually does not require insurance, but payment processors, fulfillment partners, and wholesale accounts do. A brand that sells only direct-to-consumer can still be asked for a certificate by a co-packer, a 3PL, or a retail buyer.

Why a general liability policy gets rejected

A standard general liability or BOP certificate frequently fails review for four reasons:

1. No product liability or products-completed operations. The requirement names those coverages, and a policy that does not state them on the certificate fails even when the limit matches.

2. Wrong named insured. Selling through an LLC while the policy names an individual or a different entity leaves a gap the reviewer will catch.

3. No additional insured endorsement. A certificate that lists Amazon or Walmart as a certificate holder instead of an additional insured is not the same thing.

4. Limit stated only per occurrence. Amazon asks for per occurrence and aggregate, so a $1M per occurrence policy with a $1M aggregate needs both numbers visible.

Coverage gaps marketplace sellers miss

  • Amazon's own liability is not your liability. Amazon's seller insurance requirement does not cover claims about your product; it protects Amazon. The brand still funds its own defense.
  • Co-packer and contract manufacturer claims. If a batch is contaminated at a third-party manufacturer, the claim lands on the brand holding the label. Confirm the policy covers products made by a contract manufacturer and whether the co-packer's own policy responds first.
  • Prop 65 and label claims. Chemical exposure notices and label substantiation suits are a different claim type from bodily injury. See supplement label lawsuits and Prop 65 notices.
  • Recall costs. Pulling a batch, notifying customers, and destroying inventory is first-party recall expense, which is usually a separate coverage or endorsement rather than product liability.
  • Fulfillment and storage. Product damaged or mishandled at a 3PL or FBA warehouse is a property question, not a liability one.

What to send for a marketplace-ready quote

  • Legal entity name, state of formation, and the exact Seller Central or Walmart seller name
  • Products and categories, including whether anything is ingestible, topical, or marketed for sports or weight loss
  • Annual revenue, units sold, and the largest single marketplace account
  • Contract manufacturer or co-packer names, and where the product is made
  • Certificates of insurance from co-packers, if available
  • Current policy declarations page, if there is one
  • Claims, Prop 65 notices, or marketplace suspensions in the last five years
  • The insurance requirements section from the marketplace or retailer packet

How PRIA handles it

PRIA Brokers (Professional Resource Insurance Agency, LLC), CA License #0G81238, places product liability and general liability for supplement brands, distributors, and manufacturers, including marketplace sellers who need a certificate naming Amazon or Walmart as additional insured. We match the named insured to the selling entity, confirm products-completed operations and the aggregate in writing, and review the marketplace requirements section before the certificate is issued.

Request a supplement product liability quote. Background reading: dietary supplement product liability insurance and the cGMP, labeling, and testing controls carriers want.

General information, not legal or insurance advice. Marketplace requirements, limits, and category rules change and are set by the platform, not by PRIA. Confirm the current requirement in Seller Central or the retailer packet, and confirm coverage wording with the carrier. Policy language controls.