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Product liability, recall coverage, and retailer compliance for consumer packaged goods brands selling through Amazon, Walmart, Target, Costco, and DTC channels. Coverage review in 24 to 48 hours.
Trusted by 60+ carrier partners
$10k+ saved on GL
“We saved over $10,000 on our general policy alone, and it was a much much better policy with broader coverage. Their side-by-side analysis stopped all the guessing of whether the carrier was reputable and what was included.”
Joe Block
Co-Founder & CEO · Shottys
Food, supplements, beauty, home goods, and electronics
A supplement brand needs GL without an ingredients exclusion; an electronics importer needs foreign-manufactured product coverage. Each program is matched to your product risk and channel mix.
Certificates for every channel, issued same-day
Amazon, Target, Costco, and Walmart each require different limits and endorsement wording. One program satisfies every retailer, so a new deal never stalls over paperwork.
60+ carrier partners competing on your account
Your account goes to market against 60+ carrier partners, including specialty markets for ingestible and imported goods, so you are not renewing against a single incumbent quote.
CPG brands need general liability with product liability coverage, product recall or contamination insurance, umbrella or excess liability, and cyber liability for channels collecting customer data.
Major retailers require minimum limits and additional insured endorsements before issuing a purchase order. Amazon triggers insurance requirements once you cross a monthly sales threshold. Target and Costco each require multi-million-dollar per-occurrence minimums.
Updated
A commercial program built around product liability, product recall, and retailer compliance. It covers brands that manufacture, import, or distribute consumer packaged goods through DTC, marketplace, and retail channels, absorbing injury claims, contamination events, and recall expense. It also closes the gaps a retailer finds when auditing your certificate of insurance.
Carriers rate product liability on gross revenue split by channel. Category sets the base rate: food and supplements carry higher exposure than home goods or apparel. Heavy concentration in one channel also affects placement.
Three to five years of loss runs are the main underwriting input. A single product liability claim with bodily injury can push an account into surplus lines at renewal, so clean history is the strongest rate lever.
In-house manufacturing presents a different profile than reliance on co-manufacturers or overseas factories. Carriers check whether co-manufacturer agreements carry additional insured, waiver of subrogation, and indemnification language.
One platform for a different insurance experience, from quote to claim.
Send dec pages, loss runs, product catalog, and retailer list. We check for product liability exclusions, retailer compliance gaps, and missing recall, cyber, or umbrella coverage.
The foundation of any CPG program. It responds to injury and property damage claims from consumers, and for ingestibles it must be written without an ingredients exclusion.
General liability excludes recall cost. A recall triggers notification, retrieval, warehousing, and destruction expense; standalone recall covers both first-party cost and third-party liability.
A widely distributed defect can pass primary limits in months. Umbrella extends product, general, and employers liability, and major retailers often require it before a purchase order.
Selling DTC means holding card data and customer PII. A GL sublimit is not standalone cyber, which covers breach notification, forensics, regulatory fines, and business interruption.
A 3PL's policy does not cover your inventory. Your property covers warehouse stock, materials, and equipment, with spoilage and equipment breakdown endorsements for perishables.
Property covers a fixed location; inland marine covers goods moving between manufacturer, warehouse, and retail, with ocean cargo extending that to overseas shipments.
Need coverage not listed here? Let's talk about your specific exposures.
Real exposures your broker should understand and have a plan for.
A consumer alleges injury and sues. A single defect reaches units across every channel at once, and defense costs alone often exceed the annual premium.
A certificate audit finds your policy below a retailer's minimum or missing an endorsement, and the purchase order is held until you fix it.
Your co-manufacturer substitutes an ingredient or mislabels a batch. As brand of record you are named in the suit regardless of where the defect started, unless the agreement transfers that risk.
A contamination event triggers a recall across DTC, Amazon, and retail at once. Standard GL excludes recall cost entirely, so brands without standalone coverage absorb it.
An overseas manufacturer's policy does not extend to US claims. Without a foreign-manufactured products endorsement, you are the named US importer with no carrier funding the defense.
The limits, endorsements, and registrations retailers and regulators check before your product ships.
The retailer minimums, recall data, and compliance thresholds that show up when a CPG brand applies for shelf space or gets underwritten for product liability. If you have never seen a vendor compliance matrix or a retailer's insurance requirements page, these are the numbers they reference.
Target requires CGL including product liability at $5M per occurrence, five times what most early-stage brands carry, so programs are restructured before the first PO ships.
Costco requires $5M each occurrence, $5M general aggregate, and $5M products-completed operations on an occurrence form with worldwide coverage, naming Costco as additional insured per ISO CG 20 15.
CPSC issued over 376 recall notices in 2025, on pace to beat the 2007 record, as recall volume climbs across consumer product categories.
Amazon requires $1M per-occurrence liability once monthly gross sales pass $10,000, occurrence-form, naming Amazon as additional insured. Non-compliance holds disbursements.
Industry estimates put the average direct recall cost near $10M. A standard product-withdrawal endorsement with a $25,000 to $50,000 sublimit does not cover a meaningful share.
CPG insurance is commercial coverage for consumer packaged goods brands: the companies that make, import, or distribute food, beverage, supplement, beauty, and household products. It centers on product liability, recall coverage, and the endorsements retailers require before issuing a purchase order.
Each retailer sets its own minimum. Amazon requires occurrence-form GL past a sales threshold; Target and Costco require multi-million per-occurrence limits, worldwide coverage, and their own additional-insured wording. One program can satisfy all of them.
No. One program covers Amazon, Shopify, Walmart, retail, and wholesale. What changes per channel is the endorsement and certificate wording, not the policy count.
Theirs covers claims from their facility, not your brand. As brand of record you are named in consumer suits regardless of origin, so your agreement should require product liability naming you as additional insured, with waiver of subrogation and indemnification.
It depends on revenue, category, distribution, and retailer requirements. A DTC-only brand may start at standard limits; a brand shipping to Target or Costco needs far higher limits, with umbrella above primary. Your largest retailer usually sets the floor.
Only thinly. BOPs cap product liability at low sublimits, exclude recall cost, and often carry category exclusions for ingestibles or cosmetics. A brand with real revenue needs standalone GL plus separate recall coverage.
It covers the first-party cost of pulling product: notification, retrieval, warehousing, destruction, and replacement, all of which standard GL excludes. Any brand in retail or with injury-risk products should carry it.
The overseas manufacturer's policy usually does not respond to US claims. As importer of record you are the named defendant, so your GL must cover foreign-manufactured products, with ocean cargo or inland marine for goods in transit.
Not by law, but it becomes practical once you take institutional investment, seat a board, or prepare for acquisition. PE firms verify it in diligence. Early-stage brands without outside investors can defer it. See our <a href="/blog/ecommerce/d-and-o-insurance-dtc-brand">D&O guide for DTC brands</a>.
Covered in days
Fast, fairly priced, and none of the runaround. Coverwatch had us covered in days, explained exactly what we were buying, and they answer in plain English whenever we ask anything. No chasing, no surprises, no jargon. That is all we wanted from a broker, and it is exactly what we got.
46% lower premiums
Kevin and Coverwatch helped us reduce our premiums by 46% and improved our insurance coverage.
Bound in 72 hours
We were three days from a partnership deadline, and insurance was the last thing standing. I had four brokers working on it - Coverwatch went from our first call to fully bound in 72 hours, at the best price of the four. But what actually made them our broker for good was the quote email: it listed the exact risks that were covered so I understood how the policies function, and what each would cost to close. Since then they've acted as our risk management team, not just our policy vendor - proactive, same-day, and straight with us about every tradeoff. Swift turn around with thoughtful suggestion to a change of requirement in less than 24 hours.
34% below renewal
Coverwatch came in 34% below the renewal we were quoted, and every line got better at the same time. Our E&O deductible dropped 80% and our coverage improved significantly. They function as our risk management team, not just our broker.
Closed an enterprise deal
As a Fintech startup, it's very hard to find affordable insurance that has the coverage we need for our complex business. Kevin helped us navigate the complexity and cross-compare General Liability Insurance that I was unable to do on my own through all these online business insurance vendors. He was able to quickly get us affordable insurance to protect our business so that we could sign a new enterprise client.
Global program placed
Coverwatch took the time to deeply understand our international business before quoting anything: how we operate, where the real exposures are, what our clients expect from us. Then they helped us design a risk plan, with professional liability, crime and cyber working together, and placed coverage that genuinely meets all of our worldwide needs with strong carriers. Responsive, thorough, and truly advisory.
Bound when others passed
Roofing is one of the hardest classes in insurance, and other markets would not touch us. Coverwatch got both our liability and our workers comp bound, on terms that actually cover the work my crews do. Responsive, straight-talking, and relentless. They got it done when nobody else would.
Cyber, bound fast
Coverwatch got our cyber coverage right: the limits our customers actually ask about, at a sensible price, bound fast. They took the time to understand what we do, answered every question in plain English, and have been clear and responsive ever since. Simple, quick, and done properly the first time.
Fastest broker we’ve used
Coverwatch is the fastest and most responsive insurance broker I've worked with. They understood our needs and designed an insurance package that was affordable and covered exactly what our business needed.
Send us your policy and a licensed advisor benchmarks your CPG insurance across 60+ carrier partners, showing the gaps and the savings. If your program is already solid, we'll tell you.
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