If you’re planning to sell children’s toys on Amazon within the European Union (EU), it’s essential to ensure your products meet all applicable EU laws, safety regulations, and Amazon’s internal policies.
Amazon has recently reinforced its compliance requirements to enhance product safety and maintain trust with consumers. All sellers offering children’s toys must now provide verified documentation to prove their products are compliant. This includes mandatory testing and certification from Amazon-approved third-party providers.
What Is Considered a Children’s Toy?
According to Amazon’s guidelines, a Children’s Toy is any product intended for use in learning or play by a child aged 14 years or younger. This includes toys that:
- Are labeled or age-graded for children under 14
- Are marketed, advertised, or displayed as appropriate for children under 14
- Are generally perceived by consumers to be for children under 14
What Are the New Requirements?
To continue listing children’s toys on Amazon in the EU, sellers must:
- Ensure that the product complies with applicable EU toy safety regulations (such as the Toy Safety Directive 2009/48/EC).
- Obtain third-party testing and certification through one of Amazon’s approved Testing, Inspection, and Certification (TIC) service providers.
- Submit a request through the Account Health dashboard in Seller Central to initiate the process with a TIC provider.
- The TIC provider will then conduct the necessary testing, and once complete, submit the results directly to Amazon for review and verification.
Important Deadline: 1 November 2025
Amazon has set a firm deadline of 1 November 2025 for sellers to comply with these requirements. Failure to provide the required documentation by this date could result in the removal of your listings or other enforcement actions.
How to Get Certified
Here’s a step-by-step breakdown of the certification process:
- Log in to Seller Central and go to the Account Health section.
- Locate the compliance requirement related to Children’s Toys and submit a request to initiate testing.
- Amazon will assign your product to an approved TIC partner.
- Send your product sample to the TIC provider for evaluation and testing.
- Once testing is complete, the provider will submit the results directly to Amazon.
- Amazon will review the submission and update your product’s compliance status.
Why This Matters
Ensuring compliance is not just a regulatory requirement — it’s a critical step toward building customer trust, reducing legal risks, and maintaining long-term access to Amazon’s EU marketplaces. Amazon’s move to tighten enforcement helps raise the bar for product quality and safety, especially in sensitive categories like children’s products.
Toy safety is only one piece of EU compliance. Check every obligation that applies to you with our free EU Compliance Checker, read our guide to Amazon EU packaging EPR, or let our product compliance team handle CE marking, documentation and listing fixes.
Final Thoughts
If you’re currently selling or planning to sell children’s toys on Amazon in the EU, it’s important to act now. Preparing early gives you time to resolve any testing issues and avoid disruptions to your listings.
Need support navigating Amazon’s compliance process or choosing the right TIC partner? [Contact us] — we’re here to help.