You did not make it, and you are still in the chain of supply.
Cover for online sellers — product liability on goods you did not manufacture, the marketplace requirements you have to satisfy, and the inventory sitting in somebody else’s warehouse.
Tell us the situation.
A licensed human replies the same business day — not an auto-responder, and not five producers calling at once. We shop it across our carriers and tell you if the policy you already have is the right one.
We use this to quote and service your insurance, and we do not sell it or pass it to lead networks. Privacy policy.
What e-commerce business businesses actually need.
Product liability
Injury from a product you sold, whoever made it.
Without it — A seller or importer is in the chain of supply and gets sued as one.
Marketplace requirements
The limits and additional insured wording Amazon and others mandate above a sales threshold.
Without it — Non-compliance can suspend your selling privileges.
Stock, including at third-party warehouses
Inventory at your premises, at a 3PL, and in transit.
Without it — Property policies cover your address, and your stock is elsewhere.
Cyber and payment data
Breach of customer data and payment card exposure.
Without it — An online store is a payment processor with a storefront attached.
Advertising and IP
Claims over listing copy, images, trademarks and comparative claims.
Without it — Listings are published advertising and attract infringement claims.
What e-commerce business operators ask us.
We only resell. Are we really liable for the product?
Yes, and resellers are frequently the ONLY defendant a claimant can reach. Product liability follows the chain of supply, and importers can be treated as manufacturers in many circumstances. If the goods come from an overseas manufacturer with no US presence, no US insurance and no assets a US court can touch, the seller is who gets sued and who pays. Private-label sellers are in the strongest version of that position, because the product carries your brand.
What does Amazon actually require?
Above a monthly sales threshold, marketplaces require commercial general liability including products at a stated limit — commonly $1,000,000 — with the marketplace and its affiliates named as additional insureds, and evidence uploaded to their portal. The wording matters and their systems reject certificates that do not match. Get the requirement text itself rather than a summary, and treat the upload as part of the renewal, because a lapse can suspend selling privileges rather than just generate a reminder.
Is our stock covered while it sits at a 3PL or in FBA?
Not by a standard business property policy, which insures property at a scheduled location. Inventory at a fulfilment center, a third-party logistics warehouse or in transit needs to be scheduled specifically, and the marketplace’s own liability for your goods is limited by its terms and is not a substitute. Sellers holding most of their working capital as inventory in somebody else’s building are the ones most likely to be uninsured for it.
What about claims over our listings?
A real and underrated exposure. Product photographs used without license, copy lifted from a manufacturer or a competitor, trademark use in keywords and titles, and efficacy or comparative claims all generate complaints — and on a marketplace the first consequence is often a listing takedown rather than a lawsuit, which costs revenue immediately. General liability’s personal and advertising injury grant covers some of this and is narrower than sellers assume, so it is worth reading against how your listings are actually produced.
Not ready to talk? The guides answer the questions this page raises in more depth. Already insured with us and need a certificate or a policy change? Ask the service team rather than starting a quote — it is faster and it goes to the people whose job it is. We also write home and auto, which is usually cheaper alongside the business policy than apart from it.