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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

I. Amazon’s policy on selling children’s toys in the EU

Toy Safety Directive

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 importer, or the EU authorized representative.

How to submit the required documents for approval

To start the application process:

  1. In Seller Central, select Performance, and then click Account Health.
  2. Under Policy Compliance, click Compliance Documentation Requests.
  3. In the search results, click the Provide Documentation link next to the ASIN.
  4. Follow the steps in the Submit required documents section to start the application process.

Consequences for policy violations

Violations of Amazon's policies for listing children’s toys in the EU 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-harmonised standards can be found here: https://ec.europa.eu/growth/single-market/european-standards/harmonised-standards/toys

II. Amazon’s policy on selling children’s toys in the UK

The UK's Toys (Safety) Regulations 2011/1881

UK’s Toys (Safety) Regulations – Mandatory Safety Warnings

How to request approval to sell children’s toys first made available in the EU or UK before December 31, 2020

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 importer, or the EU authorized representative.

Products that are first made available in the EU or UK on or before December 31, 2020, can continue to circulate until they reach their end user and do not need to comply with the changes that take effect from January 1, 2021. You can retain evidence of when products were first made available in the UK or EU by keeping documents including contracts of sale, invoices, and documents concerning the shipping of goods for distribution.

How to request approval to sell children’s toys first made available in Great Britain after December 31, 2020

Amazon’s policy requires all sellers of toys in Great Britain (England, Scotland, and Wales, “GB”) to have the safety documents listed below. Different rules apply for toys sold in Northern Ireland (“NI”); see the Northern Ireland section 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) UKCA marking for products sold in GB, (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 UK-based representative).
  2. UK Declaration of Conformity: This document can be obtained from the brand owner, the UK importer, or the UK authorized representative.

Note: The UK Government has passed legislation which provides that for certain products (including products covered by the Toy Safety Regulations) CE marking will be accepted in GB until January 1, 2022, and that additional means of affixing the UKCA mark will be accepted until January 1, 2023. See the "Brexit: UK Government guidance" section below for more details on the new requirements and transitional measures.

How to submit the required documents for approval

To start the application process:

  1. In Seller Central, select Performance, and then click Account Health.
  2. Under Policy Compliance, click Compliance Documentation Requests.
  3. In the search results, click the Provide Documentation link next to the ASIN.
  4. Follow the steps in the Submit required documents section to start the application process.

Consequences for policy violations

Violations of Amazon's policies for listing children’s toys in 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.

Nothern Ireland

Please note that different rules will apply in NI from January 1, 2021 as a result of the Northern Ireland Protocol. In particular:

  • You should ensure that products meet EU requirements and that you use the CE mark.
  • You are an importer if you are established in the EU or NI and you sell products from a country outside of the EU and Northern Ireland (including from GB) into NI. Products sold in NI should be marked with details of any EU or NI based importer.
  • Authorised representatives can be based in NI or the EU. From July 16, 2021, new rules come into force under EU Regulation 2019/1020 and some businesses may need to appoint a responsible person in the EU or NI to carry out compliance functions (if there is no other entity in the supply chain who is able to carry out the functions). Further guidance on the new rules will be made available by the UK Government.
  • If you are using a UK body to carry out mandatory third-party conformity assessment, you will need to apply a UKNI marking as well as a CE mark to products placed in NI from January 1, 2021. Goods with the CE and UKNI marking can’t be sold in the EU. You do not need to use the UKNI marking if you self-certify compliance or use an EU body to carry out a mandatory third-party assessment.
  • “Qualifying Northern Ireland goods” will be able to be sold in GB with the CE mark. The UK Government is issuing guidance on how this will work.

Brexit: UK Government guidance

The UK Government has released guidance on selling products in GB and NI after Brexit. This guidance provides information for manufacturers, importers, and distributors regarding compliance requirements from January 1, 2021, including on:

  • whether you need to change your conformity assessment;
  • when and how to use the UKCA mark;
  • requirements for technical documentation and a specific Declaration of Conformity for products sold in GB;
  • appointing an authorised representative or responsible person in the UK;
  • whether your legal responsibilities will change as a result of Brexit;
  • whether you need to provide GB importer information, and methods for doing this (including transitional arrangements until the end of 2022);
  • how to deal with existing stock;
  • what documentary evidence is required to show that products have been placed in the UK or EU before the end of the transition period; and
  • specific rules for selling products in NI.

We encourage you to review this guidance, alongside any other specific UK Government guidance that applies to your product. You should consult your legal counsel if you have questions about how the laws and regulations apply to your products from January 1, 2021.

The Brexit guidance can be found here:

Additional resources

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

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