Expanding A-to-z Guarantee to protect customers and sellers (US)


Over the years, we have worked together to earn customers’ trust by providing them with a great experience – offering the products they want, ensuring great prices, and providing fast and convenient delivery. The A-to-z Guarantee, which covers the timely delivery and condition of products sold in our store, has also been important to our mutual growth by providing customers with peace of mind when purchasing from sellers.

Today, we are expanding our A-to-z Guarantee to protect both customers and sellers in the unlikely event a defective product sold through Amazon.com causes property damage or personal injury. Beginning September 1, 2021, we will:

  1. Offer an efficient process for both parties to resolve such claims.
  2. Pay valid claims less than $1,000 and not seek reimbursement from sellers who have valid insurance.
  3. Make it easier for sellers to buy insurance at competitive rates through Amazon Insurance Accelerator.

With these innovations, we are enabling customers to shop even more confidently in our store, driving more opportunity for you to continue to grow your business.

Amazon expands A-to-z Guarantee to efficiently resolve defective product claims for customers and sellers

Previously, in the rare case that a customer believed a defective product caused property damage or personal injury, customers approached sellers directly to try to resolve their claim. We have heard from both sellers and customers that the experience can sometimes be frustrating. We have consulted with insurance experts and built a new process to facilitate resolution in a more efficient manner for all parties involved.

Beginning September 1, 2021, for products sold through Amazon.com, Amazon will facilitate resolution of property damage and personal injury claims between the customer, the seller, and their insurance provider. Customers can contact Amazon Customer Service and we will notify the seller and help them address the claim. If a seller does not respond to a claim, Amazon will step in to directly address the immediate customer concern, bear the cost ourselves, and separately pursue the seller. If a seller rejects a claim we believe is valid, Amazon may also step in to address the customer concern; in these cases, sellers will continue to have the opportunity to defend their product against the claim. This streamlined process will save time, money, and effort for both customers and sellers. By standing behind customers and the products in our store, regardless of who sells them, we will help customers feel more confident shopping at Amazon and from sellers like you.

When a customer files a claim, Amazon will combine our advanced fraud and abuse detection systems with external, independent insurance fraud experts to analyze the claim. We will present valid claims to sellers and deny unsubstantiated, frivolous, or abusive claims. By doing this work on behalf of sellers, we save you from having to investigate these claims on your own.

You can read about the process in full here.

Amazon pays for claims under $1,000, saving sellers time and money

Amazon will resolve and pay for valid property damage and personal injury claims against sellers under $1,000 as a concession to customers. Claims under $1,000 account for more than 80% of cases in our store, and Amazon will bear these costs and not seek reimbursement from sellers who abide by our policies and hold valid insurance. These concessions will not affect your order defect rate, and you will be kept informed at every step so you can continue to ensure your products are safe.

Amazon updates seller insurance requirements and launches Insurance Accelerator, making it easier and more affordable for sellers to protect their businesses

Amazon has a long-standing requirement that sellers obtain product liability insurance and name Amazon as an additional insured once they reach $10,000 in sales for three consecutive months on Amazon. We are updating this requirement and effective September 1, 2021, our Business Solutions Agreement will require sellers to obtain product liability insurance and name Amazon as an additional insured once you reach $10,000 in sales in one month on Amazon.com.

If you are a new seller or are an existing seller looking for a new policy, we have worked with an insurance broker to create Amazon Insurance Accelerator, a network of vetted insurance providers to help you easily and affordably secure liability insurance. These insurers can evaluate and if appropriate, offer liability insurance at competitive rates to qualifying sellers. We will continue to expand Amazon Insurance Accelerator to include more providers over time. You can learn more and contact the providers here. If you already have insurance, please confirm it is up-to-date and saved on the Business Insurance page in Seller Central.

Amazon stands behind you and the hundreds of millions of products our sellers offer customers. With the expanded A-to-z Guarantee, we’re proud to continue to partner with you to provide customers with peace of mind every time they shop in our store and to help you increase sales and grow your businesses.


We opened a topic here to collect questions related to the insurance requirement. Please go there and post queries about commercial liability insurance and the insurance accelerator.

Requirement for Commercial Liability Insurance and Launch of Insurance Accelerator
Product liability insurance
A-to-z Claims Process for Property Damage and Personal Injury INSURANCE REQUIRED
Amz Requested Proof of Insurance
Is Liability Insurance required if you are just a Reseller or if you are the manufacturer?
Amazon is requiring me to purchase liability insurance
Action Required: Provide proof of liability insurance coverage
Liability Insurance not valid for 2 months
A-to-z Claims Process for Property Damage and Personal Injury INSURANCE REQUIRED

“our advanced fraud and abuse detection systems”

Eh? …I’m lost for words.



I agree that the seller should respond, but doesn’t Amazon already ‘pursue’ the seller by approving A-Z claims without actually taking the seller’s evidence into account?

I’ve been fairly lucky so far in that I haven’t been abused by the A-Z process, but I lost all ability to report buyers who abuse sellers or the returns systems. Literally, ‘Contact Us’ isn’t even an option now.

No, account health -> Report Abuse -> Customer hasn’t been an option for me since about a year now.


who scams us ? Buyers or Amazon ?
i can defeat Buyers but lately Amazon scams are getting more complicated …and this is one of them


When a customer files a claim, Amazon will combine our advanced fraud and abuse detection systems with external, independent insurance fraud experts to analyze the claim. We will present valid claims to sellers and deny unsubstantiated, frivolous, or abusive claims. By doing this work on behalf of sellers, we save you from having to investigate these claims on your own.

I just get such a warm and fuzzy feeling inside reading this, knowing that Amazon is doing this work on my behalf. I can feel my insomnia going away and will sleep like a baby the rest of the night (what night is left, that is) with the news of this policy.

I wonder how long it will be until I receive a valid personal injury claim from Amazon of someone getting a papercut from a book I sold them. It had too much paper, of an especially papery kind of paper, which increased the risk to the consumer of being papercut, which means the book was defective and a personal injury risk, which means the customer deserves a big pile o’ money. Given the nonsense I have dealt with in my A-to-z claims (which have thankfully been relatively few), I guess I should feel lucky this has not happened, yet.

And, the Chinese scam sellers will still get around this policy.


If it is going to be the same people who review A to Z claims then we are all in trouble. This is the first announcement Amazon has made that truly scares me as a seller because from what I’ve read, they will be the ones who determine if a Product Liability Claim is valid (not a court of law) and will then payout to the customer and come after the seller?

My concerns are as follows:

  1. How easy will it be for customers to file and win such claims?
  2. Will Amazon be contacting our Liability Insurance Carrier every time there’s a claim? This could cause a carrier to drop a business if they start receiving multiple claims.
  3. How will the dispute process work and who will be making these decisions of what is or is not a valid claim?
  4. Will they hold funds from our account if a customer files a complaint? Or if they find in favor of the customer?
  5. Will this cause a dramatic increase in claims filed? I’ve been selling here for 11 years and never had a product liability issue? (Knock on wood)
  6. I see no benefits to sellers from this policy. Other than under $1k claims, how does this benefit us?
  7. What are the limits to what Amazon will decide is just an okay amount to payout to a customer? If there’s a $100,000 claim, they can just pay it out and then come after us for reimbursement? That’s scary stuff IMO.

I don’t like this one bit. Many policies are bad for sellers but this is the first one that I’ve seen which could potentially be a business killer. I think they need to really expand on this more and explain how this whole process is going to work.


Do I see it right? I’m going to get forced to get some kind of insurance, or I’ll get in trouble?

It totally sounds like what the mafia did, they just called it “protection money”. They forced mom and pop stores/business to pay that money, so their buildings didn’t “accidentally” burn down.

How is that good for sellers? It just sounds like not only scammers are going to steal us, but Amazon is forcing us to pay extra…

Selling on Amazon is so stressful… :frowning:


Oh Lord


I can imagine that if the customer didn’t assemble the product properly and it broke causing a slight abrasion it may end up becoming a claim that causes spinal problems etc when the buyer can’t possibly prove that it’s the products fault

Amazon will then side with the buyer and issue a payment without having definite proof to the causality . A CT or X-Ray can show injury but it cannot prove causality which is the absolute point of contention.

I made up this scenario but all of you are already mentally rehearsing all the possible nightmares that could be far worse than this ….


I’m in agreement with you this seens like Amazon is now forcing sellers to meet a certain threshold and required to obtain liability insurance. Been selling on Amazon for over 10 years never an issue and I don’t think customers will be getting hurt with puzzles, media, ink products unless digested? Etc. We are way past that dollar threshold-- and now required to get liability insurance?! – and yes it seems like Amazon will look like the super company paying out to the customer but then turn around and seek compensation from the seller. Its Amazon’s customers…but again if there’s an issue it becomes our customer!? [Moderator edit/removal made here] Not too sure what sales volume has to do with the need for insurance coverage I can sell nothing but CDs but the small seller selling knives or more dangerous goods does not have to be covered? And I posted something last week didn’t know if being a “partner” with Amazon could get much worse – there’s your answer. Not sure who gave this a thumbs up unkess they didn’t understand it or sell firearms, meat slicers, knives, razor blades, etc. And we would truly love it if Amazon to be more proactive at preventing fraud but they don’t. Amazon is as much or maybe more to blame allowing fraud and scams to go on at the expense of the seller (and likely the manufacturer when fraud occurs if selling direct through Amazon).

I’m afraid to read the latest Amazon news which they seem to try to position as great for the seller lately.

[Moderator edit: SEAmod removed the statement shown below as it is untrue and may mislead those who are following this discussion]
“Seems like Amazon might be directing sellers directly to them or select insurance providers (probably taking a commission from them too).”


Surely some categories don’t need product liability insurance?
Books, Cds?

For those categories that do require insurance, say toys, the Manufacturer has provided compliance information for the product then the responsibility lies with the manufacturer. Who will have insurance and also the ability to fight a case in a court.

Sorry but Mom and Pop stores are no longer wanted on Amazon. That much is clear.

A much better solution would be for Amazon to check compliance information as they are doing and charge an extra fee on sales (it should be small) across all ASINS to cover Product liability. The seller could opt out if they have their own insurance. The best insurance is where the risk is shared across a large number of people.


There has been a requirement for business liability insurance as long as I’ve been active on Amazon (3 years); see screenshot here: Selling branded items on Amazon.

This change is that Amazon has thus far only required proof of insurance if you sold $10k for each of three consecutive months. Starting September 1st, they will require proof of insurance if you sell $10k in only one month.

As a Seller, I don’t mind this change; it might reduce some of the damage done by scam Seller accounts (taking the money but never shipping) by cutting them off after 30 days pending proof of insurance. We’ll have to wait and see, and I could be overly optimistic. :sweat_smile:

I also don’t mind the ideas that

  1. Amazon will facilitate insurance options through Insurance Accelerator.
  2. Amazon will cover (legitimate) claims under $1k for Sellers who have insurance AND "who abide by our policies".

As for Amazon, this clarification about product liability was inevitable due to recent litigation, as @Void, @Iowa-Guy, and I predicted a year ago, though Amazon is being less draconian than I personally expected.


Well…you know when Amazon announces such great new “features” in the middle of the night it must be good news…


OMG, where is the exit?


Just to provide some context, here are some yearly cost estimates for $1M in commercial liability insurance, from a quick online search.

We pay about the middle of that range, using a different company than Amazon does.

If you sell $10k in one month, much of that cost is covered. Business liability insurance can be deducted as an expense, too.

This is not quite the crisis that some might fear.


Just another brick in the wall…


In the meantime, if you already have business insurance, please consider responding to @Lisey_Cloud’s question over in their thread:


I agree with you as far as the costs of insurance go. It’s fairly minimal and any real business should have general liability insurance. My issue is really with the reach this new policy gives Amazon. Here’s just one example of what they might be sharing with your insurance provider:

“ Examples of information we may share with insurers includes the types of products you sell, the volume of sales of such products, any safety complaints or other claims made against your products, and any concessions that Amazon offers to its customers for claims of injury or property damage relating to your products. ”

Personally, I really don’t feel comfortable with Amazon feeding my insurance provider with information about my Amazon account on a regular basis or vise versa. They need a copy of the dec page with their name as additional insured and that should be the end of it. This information sharing policy is overreaching IMO.


Very good point! I personally ASSumed that Amazonn would only do this in the event that they determine a $1k+ claim is legitimate, just due to my disbelief in Amazon’s competence at doing more than this–but when their own ASSumption of liability is on the line, who knows? :grimacing:


When Amazon self-pays a claim under $1,000, are they going to file a claim with our insurance company to seek reimbursement?