Sell on Amazon Sign in
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

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 authorised 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 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-harmonised standards can be found here:

Sign in to use the tool and get personalised help (desktop browser required). Sign in

Was this article helpful?
Thank you for your feedback
How can we improve this help page? Note: This form doesn’t create a support case. Please specify what you think is wrong with the content itself.
What was helpful?
Thank you again for your help!
Thank you for your feedback. If you have more questions, please Contact Us.

Reach Hundreds of Millions of Customers

Start Selling on Amazon

© 1999-2020,, Inc. or its affiliates