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This article applies to selling in: United Kingdom

Squishy Toys

Amazon’s policies require that Squishy Toys sold through the Amazon website meet specified certification standards. In order to sell these products on Amazon, you must apply by submitting the following to

  1. Your company name
  2. Your Merchant Token (Settings > Account Info > Business Information > Your Merchant Token)
  3. Your email address
  4. Your phone number
  5. The EU marketplaces where you are listing Squishy Toys ASINs
  6. A list of Squishy Toys toy ASINs you are applying to sell
  7. For each Squishy Toys ASIN you wish to list, please provide product images showing:
    • product name or model number
    • CE marking
    • name and address of manufacturer or EU-based importer in case the manufacturer is based outside EU
  8. EC Declaration of conformity: This can be obtained from the brand owner or official importer of the products in EU.
  9. Test report from a certified laboratory to prove compliance to EN 71-1 and EN 71-3. This can also be obtained from the brand owner or official importer in EU.
Product Certification Requirement
Squishy Toys Directive 2009/48/EC on the safety of toys

Please note that any products that could easily be confused with foodstuff (through appearance, smell and packaging) and contain small parts which could present a choking hazard are prohibited in the EU.

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

Note: You certify that all materials that you submit are true, authentic and accurate. Note: Amazon may remove your selling privileges for failing to meet these requirements.

What is a Squishy toy?

A Squishy toy is a malleable toy which is squeezed in the hand and manipulated by the fingers. It often looks like animals or ingestible products, such as hamburgers, croissants, cakes, sweets etc.


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