Amazon Toys Category Mandatory Direct Validation

The cross-border e-commerce industry is currently facing not only a continuous decline in sales but also a sharp rise in compliance costs.

Recently, Amazon announced that it will mandate “Direct Validation” through a TIC organization(JJR provides services for TIC reports) to ensure product compliance. Listings that are not validated on time may be removed directly, so sellers must pay close attention.

It is worth noting that Amazon sends notifications for “TIC Organization Validation” in phases. Starting in September, affected sellers have been receiving notices, and compliance deadlines vary among sellers.

What Is amazon direct validation?

Direct Validationis Amazon’s newly introduced compliance verification system.

Under this mechanism, sellers work directly with Amazon-approved Testing, Inspection, and Certification (TIC)service providers.

- Sellers can entrust the TIC provider to conduct product testing and validation, or

- Submit existing test reportsfor verification.

The TIC provider then sends the validation results directly to Amazon—no action from the seller is required.

Differences Between Direct Validation and Traditional Validation

1.        Category Requirement

Certain categories, such as children’s toys, must complete compliance testing or certification through an Amazon-recognized TIC provideror submit existing test reports and product samples to the provider. There is no alternative path.

2.        Result Submission

With Direct Validation, the TIC provider sends testing and validation results directly to Amazon. Under the traditional method, sellers themselves upload the reports.

3.        Seller Effort

Through TIC services, sellers do not need to upload compliance documents, whereas traditional validation requires sellers to handle all submissions.

Affected Amazon Marketplaces

Sellers offering children’s toysin the following marketplaces mustcomplete Direct Validation without exception:

- United States

- Canada

- United Kingdom

- European Union 8 countries: Germany, France, Italy, Spain, Sweden, Poland, Netherlands, Belgium

How Sellers Can Efficiently Achieve Compliance

JJR provides tailored services based on seller needs:

Option 1: Directly Entrust JJR to Obtain a TIC Report

This approach reduces communication costs and ensures a smooth compliance process.

However, reports issued by TIC organizations are typically more expensivethan those from ordinary laboratories.

Option 2: Provide ISO 17025 Lab Reports for TIC Evaluation

If sellers already have a report issued by an ISO 17025 accredited lab, they can submit:

- Product samples

- Existing report

- Product ASIN link

to the TIC organization for evaluation.

JJR can assist with both report issuanceand submission for TIC evaluation.

This method is generally more cost-effectivethan commissioning a new TIC report.

Frequently Asked Questions (FAQ)

Q1: Are test reports from other laboratories still valid?

Yes, as long as the report:

- Meets Amazon policy requirements, and

- Was issued by an ISO 17025 accredited laboratorywith relevant testing capabilities.

However, reports with false informationor incomplete testing itemsmay still be rejected by Amazon.

If you already have a test report from another lab, you can:

- Contact JJR and provide the report for evaluation.

- The TIC organization will determine whether supplementary testing or reviewis required.

U.S. Site Requirements

Reports must be issued within one year by a CPSC-recognized laboratory, proving compliance with one or more of the following:

- ASTM F963-23 (Standard Consumer Safety Specification for Toy Safety)

- cpsia Section 108 (Phthalates)

- Tracking label requirements (CPSA Section 14(a)(5) or CPSIA Section 103)

- Toys for children under 36 months: 16 CFR 1501 (Small Parts)

Canada Site Requirements

Reports must be issued within one year by an ISO 17025 accredited laboratory, proving compliance with one or more of the following:

- sor/2011-17 (Toy Regulations)

- SOR/2016-188 (Phthalates Regulations)

- SOR/2016-193 (Surface Coating Materials Regulations)

- SOR/2018-83 (Lead in Consumer Products Regulations)

- SOR/2011-17 Section 3 (Official Language – French & English Requirements)

Europe Multi-Site Requirements

Reports must be issued by an ISO 17025 accredited laboratory, proving compliance with:

- EN 71 (Toy Safety) – for all children’s toys

- EN 62115 (Electrical Toy Safety) – for electric toys

What if a product is misclassified or compliance review is incorrect?

Follow these steps:

1. Self-check the Listing: Remove keywords such as “kids” or “children” in titles, Q&A, and reviews that may trigger misclassification. Avoid images or videos showing children using the product.

2. Verify Basic Information: Ensure category, material, and other product data are correctly entered.

3. File an Appeal: If the issue persists, submit an “Appeal Request” in Seller Central and explain in detail why the product is nota children’s toy (provide usage scenarios, target audience, and evidence).

4. Await Feedback: Monitor Amazon emails for further instructions or requests for additional proof.

Can approved products be re-audited?

Yes. Amazon may conduct random checks as policies or regulations change.

Tip: Regularly check “Performance Notifications” or “Compliance Alerts” in Seller Central to avoid accidental delisting.

How to handle existing test reports to meet compliance?

- Contact JJR to connect directly with a TIC organization.

- Provide the report for professional evaluation.

- The TIC provider will confirm whether supplementary testing or additional review is required.

If the same ASIN is sold in multiple European countries, is a separate report needed for each?

No.

As long as the product information (materials, specifications, functions, etc.) is identical, a compliance report submitted and approved by a TIC provider in one UK or EU marketplacewill automatically apply to other marketplaces.