Overview

Amazon has extended its A-to-Z Guarantee program in European Union and UK stores to include property damage and personal injury claims linked to defective products. The update introduces a two-tier claims system, reinforces insurance requirements, and creates specific scenarios where sellers can be held financially liable. Any seller active in these markets should review their insurance coverage and supply chain documentation immediately.

What's Changing

• Expanded A-to-Z coverage — The guarantee now formally handles property damage and personal injury claims in EU and UK stores, not just refund disputes.
• Two-tier claims structure — Claims are split at the €1,000 / £1,000 threshold, with different processes for each tier.
• Stricter insurance enforcement — Amazon is reinforcing that sellers must carry valid commercial liability insurance once they cross monthly sales thresholds.
• Reseller documentation requirements — Sellers who resell products must be prepared to identify the original manufacturer or producer when claims arise.
• Defined liability triggers — Three specific scenarios now make sellers directly responsible for claim costs.

How the Two-Tier System Works

For claims valued under €1,000 or £1,000 that involve a proven defective product, Amazon will pay the buyer directly at its own discretion. Sellers will receive notification and can track claim status through the A-to-Z Claims page in Seller Central. Crucially, sellers who maintain valid insurance and follow Amazon's policies will not be asked to reimburse Amazon or its insurer for these lower-tier payouts.

Claims above the €1,000 or £1,000 threshold follow a more involved process. Amazon or a designated third-party claims administrator will work directly with the seller to verify details before any payment is issued to the buyer. Sellers must actively participate in this process — failure to engage can result in full financial liability for the claim amount.

Insurance Requirements Sellers Must Meet

Amazon requires all sellers to hold valid commercial liability insurance once monthly gross proceeds exceed the applicable threshold in any EU or UK store. While this requirement existed previously, the expanded A-to-Z coverage makes compliance far more consequential.