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This article applies to selling in: United Kingdom

Product assurance: Selling children's toys in the EU and the UK

Important: If you sell products on Amazon, you must comply with all applicable laws and regulations in EU countries and in the UK, as well as Amazon policies applicable to those products and product listings.

On this page, you will find:

  • Amazon’s policy on selling children’s toys in the EU and the UK
  • How to request approval to sell children’s toys
  • How to submit the required documents for approval
  • Consequences for policy violations
  • Additional resources

Amazon’s policy on selling children’s toys in the EU and the UK

Toy Safety Directive Requirements

Toy Safety Directive – Mandatory Safety Warnings

How to request approval to sell children’s toys

Amazon’s policy requires all sellers of toys to have the safety documents listed below. Upon request, you must promptly submit the required safety documents for each ASIN or model number you want to list.

  1. Genuine product images or its packaging showing (i) CE marking, (ii) product name or model number, (iii) the brand’s name or registered trade mark, and (iv) the address where the brand can be contacted (preferably its EU-based representative).
  2. EC Declaration of Conformity: This document can be obtained from the brand owner, the EU/UK importer, or the EU/UK authorized representative.

How to submit information

If you receive a request from us for compliance documents, complete the following steps to submit the requested information:

  1. In Seller Central, select the Performance tab and choose Account Health.
  2. Under Manage your compliance in the bottom right corner, click Product Compliance Requests.
  3. To add compliance or appeal for a single product, click Add/Appeal Compliance. To add compliance or appeal for multiple products, select each product on the left hand side of the product and click Action Selected Products at the top of the product requirement table to make a selection about how you would like to submit documents and information.
  4. Provide compliance documents and information in the Provide Documents section, or provide appeal information and documents in the Appeal Request section.
  5. Click Submit for Approval to send your submission for review by Amazon.

Consequences for policy violations

Violations of Amazon's policies for listing children’s toys in the EU and the UK may result in, but may not be limited to, the following actions:

  • Cancellation of the listing
  • Suspension of listing privileges
  • Cancellation of listing privileges

These potential consequences are in addition to, and in no way limited to, the consequences allowed by any agreement between Amazon and the seller. Amazon reserves the right to make judgments in its sole discretion about whether or not a listing is appropriate.

Additional resources

We encourage you to visit the following sites for more information on the Toy Safety Directive:

A list of European-harmonized standards

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