Amazon wants proof of insurance, and listings can go dark without it
Picture a small shop that sells a kids' product, or a supplement, or something with a lithium battery in it. A few orders a week. The owner has never thought about liability insurance, because the old rule only started at ten thousand dollars a month in sales. This week that rule grew a second door, and a lot of small sellers are standing in front of it.
Here is what is actually confirmed. According to the post Amazon put on the Amazon Seller Forums, starting November 2, 2026, sellers with products in categories that carry enhanced safety listing requirements need commercial liability insurance with at least one million dollars per occurrence and in aggregate. It no longer matters whether you hit ten thousand dollars in a month. It applies to new and existing listings. Amazon names children's products, cosmetic and ingestible products, and lithium battery products, and says the list includes but is not limited to those. Sellers based in Mainland China have an extra rule: new policies must come through the Amazon Insurance Accelerator.
What happens if you have no proof? Sellers pasted an Amazon email into the forums. It says listings in those categories will be deactivated until you provide compliant documentation. That part is clear.
The date is where it gets messy, and I would rather tell you than guess. The same email says to complete the steps by November 2, 2026, and then, in the line about deactivation, says November 2, 2027. It is probably a typo, but I can't confirm that from public sources. PPC Land reports that Amazon's published documents do not say what happens on day one to sellers without cover. Other sites say sellers get a grace period after Amazon emails them, and I could not tie that to anything Amazon published. So I can't tell you the day your listings would go dark, and I haven't seen sellers confirm that it has started. I would not plan around 2027.
One more thing worth knowing. The category list is not fixed. Amazon's own page says it does not cover every product with these requirements, and sellers on the forum are asking where to find the full list. Some who sell books and CDs say they got the email too. Amazon's reply on that is that if you think your products were misclassified, you can take it to Selling Partner Support.
Our take
This is not a reason to panic. It is a reason to look. Amazon is moving the cost and the risk of a product accident toward the seller, and it is doing it listing by listing, which is exactly how an account gets surprised in the busiest weeks of the year. The sellers who get hurt are usually not the ones who lack insurance. They are the ones who find out late which of their listings were flagged.
Your first step is small. Open Account Health and your Seller Central messages, and find out two things: whether Amazon has flagged any of your listings for insurance proof, and whether your category is one of the affected ones. Write down what you see. That is all for today.
The rest, we can do together, calmly. If this touches your account and you want a second pair of eyes, contact Market Wize.