Amazon Children's Toys Direct Validation Mandatory Compliance

Amazon DV Policy Launched

Starting in September 2025, Amazon is officially implementing a mandatory "Direct Validation" (DV) compliance policy for the children's toys category.

Product compliance must be verified by a Testing, Inspection and Certification (TIC) organization recognized by Amazon, and the results must be submitted directly to the Amazon platform.

As an internationally recognized third-party testing laboratory, JJR Lab has now officially become a designated TIC laboratory for direct validation in Amazon's toy category. It can provide compliance solutions for toy sellers, helping them efficiently meet the platform's compliance requirements.

What is Direct Validation?

Direct Validation is a streamlined and reliable compliance verification system launched by Amazon. It aims to connect sellers with reliable testing laboratories pre-approved by the platform, simplifying the compliance process through a model where laboratories upload results directly to Amazon. This enhances the overall product safety level on the platform and strengthens buyer trust.

Sellers need to collaborate with Amazon-recognized TIC organizations to conduct product testing and validation, or submit existing test reports for the TIC organization to review and evaluate. The testing/verification results are sent directly to Amazon by the TIC organization, and sellers will no longer have the portal to upload compliance documents themselves.

Currently, Amazon's Direct Validation covers multiple categories of top-selling, high-risk products, including: children's toys, adult portable bed rails, children's jewelry, children's sand products, clothing storage items, dietary supplements, mattresses, and more.

Affected Scope of Toy Products and Applicable Marketplaces

• Applicable Marketplaces: A total of 11 markets, including the United States, Canada, United Kingdom, Germany, France, Italy, Spain, Sweden, Poland, Netherlands, and Belgium.

• Note: Direct Validation is an Amazon sales requirement, but the products themselves must still comply with regional toy regulations, such as the EU Toy Safety Directive, REACH, and the US cpsia.

• Applicable Scope of Toy Products:

• Children's toys, as defined by Amazon, refer to products intended for play or learning by children aged 12 years (144 months) and under.

• Furthermore, even if a product is not promoted or sold explicitly as a toy, as long as the product design has a playful nature or is attractive to children, Amazon may still consider it a children's toy, bringing it under the scope of DV control. When making a determination, Amazon comprehensively considers the product's design, intended use, characteristics, labeling, and likely consumer perception.

What are the Consequences of Non-Compliance?

• Validation Passed: The product's sales privileges will be automatically restored, requiring no additional operations from the seller, and it can be listed and sold normally.

• Validation Not Initiated/Not Completed on Time, or Results Do Not Meet Policy: The relevant ASIN product listings will be removed by the platform, the products cannot be sold, and store performance will be negatively impacted.