Walmart Marketplace has a simpler insurance rule than Amazon, but a higher bar once it applies. Sellers must submit a certificate of insurance (COI) when they exceed $100,000 in gross merchandise value (GMV) in any 12-month period, or whenever Walmart notifies them that one is required. The policy must carry general and product liability limits of $1,000,000 per occurrence and $2,000,000 in the aggregate — double Amazon’s aggregate.
The Requirement at a Glance
| Item | Walmart Marketplace requirement |
|---|---|
| Who must submit | U.S. and international sellers above $100,000 GMV in any 12-month period, or any seller Walmart asks |
| Coverage | General liability and product liability |
| Limits | $1,000,000 per occurrence / $2,000,000 aggregate |
| Walmart’s status | Certificate holder, or named as additional insured (see wording below) |
| Named insured | Your legal business name exactly as listed in Seller Center |
| Where to submit | Seller Center, after Walmart’s email notice |
| If you don’t | Processing delays, account inactivation, and orders and payments held until the COI is approved |
Source: Walmart Marketplace Learn, “Liability insurance policy.” Walmart encourages sellers below the threshold to carry coverage as well.
The Exact Certificate Wording
Walmart accepts either of two ways to show itself on the COI. Use one of them word for word:
| Option | Where it goes on the certificate | Wording |
|---|---|---|
| 1. Certificate holder | Certificate holder box | Walmart Inc., 702 SW 8th Street, Bentonville, AR 72716-3570, Attn: Insurance Compliance |
| 2. Additional insured | Description of operations | Walmart Inc., its subsidiaries and its affiliates are listed as additional insured |
The two options are not equal in what they do. A certificate holder simply receives proof of your policy; an additional insured gets coverage under it for claims arising from your products. If you choose option 2, the policy needs an actual additional insured endorsement — typing the words on the certificate doesn’t create coverage. For retail distribution, the standard tool is a vendors endorsement (ISO form CG 20 15), which extends your products coverage to a retailer that sells them. Many insurers offer a blanket additional insured endorsement that covers any party you are required by written contract to add, which handles Walmart, Amazon and wholesale buyers with one form. More on the difference: additional insured vs. certificate holder.
Walmart vs. Amazon
| Walmart Marketplace | Amazon | |
|---|---|---|
| Sales trigger | $100,000 GMV in any 12 months | $10,000 gross proceeds in a month (30 days to comply) |
| Category trigger | None published | Any listing in 11 enhanced safety categories, from November 2, 2026 |
| Per occurrence | $1,000,000 | $1,000,000 |
| Aggregate | $2,000,000 | $1,000,000 |
| Platform on the COI | Walmart Inc. as certificate holder or additional insured | Amazon.com Services LLC and its affiliates and assignees as additional insured |
| Deductible cap | None published | $10,000 |
Amazon details: our Amazon seller insurance requirements guide.
Because Walmart’s aggregate is higher, a policy built only to Amazon’s minimum ($1M/$1M) won’t pass. The usual fix is a general liability policy with a $2,000,000 general aggregate and a $2,000,000 products-completed operations aggregate, which is a common standard form limit and often costs little more than $1M/$1M. An umbrella policy on top can also satisfy higher aggregate demands from big-box retailers.
Why COIs Get Rejected
- Name mismatch. “Acme Goods” on the policy and “Acme Goods LLC” in Seller Center is a mismatch. Fix the policy, not the account.
- Aggregate too low. A $1,000,000 aggregate fails the $2,000,000 requirement.
- No products coverage. Some small-business general liability policies exclude or sublimit products-completed operations. It must be included at the full limits.
- Wrong Walmart entity or address. Use Walmart Inc. and the Bentonville address exactly.
- Expired or soon-expiring policy. Upload the renewal certificate before the old one lapses.
What It Costs
Walmart doesn’t sell insurance, so you buy the policy from any insurer or broker. Because the trigger is $100,000 in sales, Walmart sellers who need a COI are past the minimum-premium stage where per-unit costs hurt most. Product category drives price far more than the platform: home goods and apparel are usually inexpensive to insure, while supplements, baby products, lithium batteries and anything ingested or applied to skin cost more. A single policy listing all of your sales channels — Walmart, Amazon, your own store and wholesale — is normally cheaper than separate policies. Start with our business insurance calculator, and compare other platforms in seller insurance requirements by marketplace.
Frequently Asked Questions
Does Walmart Marketplace require insurance?
Yes, once a seller exceeds $100,000 in gross merchandise value in any 12-month period, or whenever Walmart notifies the seller that a certificate of insurance is required. Walmart encourages sellers below the threshold to carry coverage too.
What insurance limits does Walmart require for sellers?
General liability and product liability of $1,000,000 per occurrence and $2,000,000 in the aggregate, with the legal business name on the policy matching the name in Seller Center.
How should Walmart be listed on my certificate of insurance?
Either as certificate holder at Walmart Inc., 702 SW 8th Street, Bentonville, AR 72716-3570, Attn: Insurance Compliance, or in the description of operations with Walmart Inc., its subsidiaries and its affiliates listed as additional insured.
What happens if I don't submit a COI to Walmart?
Walmart says processing may be delayed, the account may be inactivated for lack of coverage, and orders and payments may be withheld until the certificate is approved.
Will my Amazon insurance policy work for Walmart?
Only if it meets Walmart's limits. Amazon requires $1 million per occurrence and $1 million aggregate, while Walmart requires a $2 million aggregate. A general liability policy with $1 million per occurrence and $2 million aggregates, listing both platforms, usually satisfies both.
This content is for informational purposes only and does not constitute legal or insurance advice. Walmart Marketplace requirements are set by Walmart and can change; confirm current requirements in Seller Center and Walmart Marketplace Learn, and review endorsements with a licensed insurance professional.