Amazon Insurance Accelerator vs. Your Own Broker
Amazon offers its own route to seller insurance inside Seller Central. Here is how the Accelerator works, which sellers must use it from November 2026, and when a broker of your own fits better.
What the Amazon Insurance Accelerator is
The Amazon Insurance Accelerator is a marketplace for product liability insurance that sits inside Seller Central. Amazon built it with the broker Marsh and opened it to US sellers in September 2021, the same month it cut the trigger for its insurance rule to $10,000 in gross proceeds in a single month. Amazon said at the time that sellers pay only for the insurance itself.
Marsh vets and curates the insurers on the panel, and the carriers, not Amazon or Marsh, write the policies. At launch the panel included Chubb, Hiscox, Liberty Mutual, Markel and Travelers, along with quoting platforms. Marsh’s current seller guide lists a shorter set, which tells you the panel changes over time. Check the Business Insurance page in Seller Central for the carriers offered to your account today.
How buying through the Accelerator works
The path is short. In Seller Central you open the Business Insurance page and choose the Marsh tile. The application asks about where the business is based, how long it has operated and its annual revenue, along with what you sell. Marsh describes the form as taking a few minutes, and the result is a set of quotes from up to three carriers that you can compare side by side.
Most of the carriers on the panel let you buy online once you pick a quote. Marsh’s own guide notes that which carriers appear depends on your location and the products you sell on Amazon.com, so two sellers can see quite different options. Marsh runs an advisor inbox for questions, though the process is built for self-service rather than an ongoing account review.
Whichever carrier you choose, the policy still has to meet Amazon’s checklist: the $1 million limits, Amazon named as additional insured by endorsement and the other terms on our Amazon seller insurance requirements page. Keep a copy of the certificate and confirm in Seller Central that the policy shows as accepted on your account.
Who must use it from November 2, 2026
For most sellers the Accelerator is a choice. That changes on November 2, 2026 for sellers based in Mainland China. Amazon’s September notice, reported by PPC Land, EcomCrew and MyAmazonGuy, says Amazon will reject newly submitted policies from those sellers unless they were bought through the Accelerator.
A policy from an outside insurer that meets the requirements and was submitted before November 2 stays usable until it expires. After that, the renewal goes through the Accelerator. MyAmazonGuy reads the rule as turning on where the selling business is based, not where the products are made, so a US brand that manufactures in Shenzhen is outside it.
If you are a China seller without a US company, the Accelerator is your route for new policies from that date. If your Amazon business operates through a US company, Mithril1 can help with that company’s coverage. Our China seller guide covers both paths.
What a broker of your own adds
We work with hundreds of Amazon sellers, and the ones who outgrow a quick online policy usually do so for the same reason: their business is no longer only an Amazon listing. A broker looks at the whole operation. That means product liability for Amazon, but also a Shopify or Walmart storefront, inventory at a prep center or 3PL, cargo on the water, a cyber policy for the Seller Central login and an umbrella above the $1 million limit when a retailer or distributor asks for more.
A broker also checks the details that cause rejections. The insured name has to match your seller account, the endorsement has to name the right Amazon entity, and the deductible and policy dates have to fit Amazon’s rules. When a product line changes, a broker updates the classification during the year instead of leaving it for renewal, which matters a great deal for sellers moving into categories Amazon now treats as enhanced safety.
The trade-off is effort. A broker will ask for a product list, sales figures, supplier details and loss history, and you upload the certificate to Seller Central yourself. For a seller with one simple product line, that work can feel like more than the policy needs.
The trade-offs side by side
Speed and convenience favor the Accelerator. It lives where you already work, the carriers have been screened against Amazon’s requirements, and a seller can go from application to policy in one sitting.
Choice and fit favor a broker. The Accelerator shows a handful of carriers chosen for Amazon sellers, and EcomCrew reported that one carrier on the panel declined products made in China. A broker can reach carriers outside the panel, package property, cargo and cyber with the liability policy, and place coverage for a seller who sells on several channels.
Scope deserves a careful read either way. Some Accelerator policies extend to products sold outside Amazon and some are built around Amazon sales, so read the description of covered products and channels before you buy. The same reading applies to a broker’s quote.
Renewals and mid-year changes are where the two routes drift apart. An Accelerator policy renews on the terms the carrier sets for its Amazon program, and adding a new product line usually means going back through the online form. With a broker, the renewal is a review of the year: new ASINs, new channels, a recall scare or a jump in sales are folded into one conversation, and the updated certificate goes out before the old one lapses.
How to choose
Start with the rule. A Mainland China seller without a US company buys new policies through the Accelerator from November 2, 2026, and there is no choice to make. Every other seller can use either route, and nothing stops you from getting an Accelerator quote first and using it as a benchmark.
The Accelerator suits a seller with a simple catalog, Amazon as the only channel and no inventory outside Amazon’s fulfillment centers. A broker fits better once you sell on more than one channel, import directly, hold stock with a prep center, sell in an enhanced safety category or have had a claim. To see what either route costs, read our guide to Amazon product liability insurance cost, then bring your Accelerator quote to us and we will compare it line by line with what we can place.
A few useful answers
Common questions
Do US sellers have to use the Amazon Insurance Accelerator?
No. Sellers outside Mainland China can buy from any insurer whose policy meets Amazon’s requirements. The Accelerator is one option among many.
Can a China seller keep a policy bought from an outside insurer?
Yes, until it expires, if it meets Amazon’s requirements and was submitted before November 2, 2026. Renewals after that go through the Accelerator for sellers based in Mainland China.
Does Amazon charge a fee for using the Accelerator?
Amazon said when it launched the program that sellers pay only for the insurance itself. Compare the premium, the deductible and the scope of each quote as you would any other.
Can I compare an Accelerator quote with a quote from Mithril1?
Yes. Send us the Accelerator quote with your product list and sales figures, and we will set the limits, deductible and covered channels side by side.
Who handles a claim on an Accelerator policy?
The carrier that wrote the policy. Marsh and Amazon set up the marketplace, but the insurer named on your certificate is the one you report claims to.