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This article applies to selling in: United Kingdom

Selling Toys in EU

Important: If you supply products for sale on Amazon, you must comply with all applicable EU and local laws and regulations, as well as Amazon policies applicable to those products and product listings.

The sale of all children’s toys on the Amazon website must meet specified certification standards. Note that Amazon may remove your selling privileges for failing to meet these standards. If an ASIN is found to be non-complaint, sellers are required to submit compliance documentation for the ASIN.

Who should submit documents?

If you are contacted by Amazon, you must provide documents to confirm the safety of your products. Amazon requires certain documentation that indicates testing compliance with applicable standards or regulations for each product that you are applying to sell.

How do I request approval to sell Children’s Toys?

Amazon’s policies require that children’s toys sold through the Amazon website meet specified certification standards. You will receive an email if one of your ASINs is affected. In that case, if you wish to continue selling these products on Amazon, please submit the following information to

  • Company name
  • Seller/Vendor ID
  • Email address
  • Phone number
  • The EU marketplaces where you want to continue to list your ASINs
  • A list of ASINs you are applying to sell

To speed up the process, please submit one application per family ASIN/variation/model number. For each ASIN or model number you wish to list, provide genuine product images or its packaging showing:

  1. CE marking
  2. Name and address of manufacturer or registered trademark

EC Declaration of Conformity – This document can be obtained from the brand owner or official importer of the product in the EU.

A test report from an accredited laboratory, confirming that your product was tested according to the standards listed in the following table. This can also be obtained from the brand owner or official importer in the EU.

If you do not submit the required information, we will consider that as admission that the product was not compliant with the certification standards, so we recommend submitting the information even if you do not intend to continue selling the product.

Product Certification Requirement
Toys & Games

EC Declaration of Conformity in line with Directive 2009/48/EC on the safety of toys

+ EN 71-1 test report

+ EN 62115 (for electric toys)

+ other applicable parts of EN 71 depending on the product type:

  • EN 71-2: Flammability
  • EN 71-3: Specification for migration of certain elements
  • EN 71-4: Experimental sets for chemistry and related activities
  • EN 71-5: Chemical toys (sets) other than experimental sets
  • EN 71-6: Graphical symbols for age warning labelling
  • EN 71-7: Finger paints
  • EN 71-8: Swings, slides and similar activity toys for indoor and outdoor family domestic use
  • EN 71-9: Organic chemical compounds – Requirement
  • EN 71-10: Organic chemical compounds – Sample preparation and extraction
  • EN 71-11: Organic chemical compounds – Methods of analysis
  • EN 71-12: N-Nitrosamines and N-Nitrosatable Substances
  • EN 71-13: Olfactory board games, cosmetic kits and gustative games
  • EN 71-14: Trampolines for domestic use

Note: By applying to sell these products, you certify that all of the information you submit is true. All sellers on Amazon are responsible for ensuring that their products and listings comply with all applicable laws and regulations. Amazon listing requirements may not reflect all applicable laws, so compliance with these requirements does not exempt you from checking applicable laws and regulations.

You can find a list of external consultants who might help you with questions regarding regulatory requirements on the Europe Compliance Solutions page.

How do I request reinstatement if the product suppressed is not a toy?

Please contact Selling Partner Services (SPS) for information about these suppressions and your request will be filed with the relevant team(s) by the SPS associates.

What is a toy?

A toy is an item that is used in play, especially one designed for such use. Playing with toys can be an enjoyable means of training young children for life in society. Different materials such as wood, clay, paper and plastic are used to make toys.

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