Amazon’s New Toy Compliance Rules for 2026

For many toy sellers, the first months of the year are usually a chance to recover from peak season and clean up operations. Looking ahead to 2026, that recovery phase may become shorter.

Amazon is tightening its compliance enforcement in the Toys & Games category. The change is not only about meeting safety standards, but about how often and how precisely sellers are expected to prove compliance inside Amazon’s systems. For merchants with larger assortments, this can quickly turn into an operational challenge.

Below is an overview of what is changing, why it matters in practice, and what toy sellers can do to reduce risk.

What Amazon Is Enforcing More Strictly

In the past, safety documentation for toys was often treated as a one-time task. Sellers submitted EN 71 test reports for CE documentation (EU), or UKCA files (in the UK) when listing a product, and only updated them if something changed.

That approach is no longer sufficient.

Amazon is increasing enforcement around Testing, Inspection, and Certification (TIC) for toys. While the exact implementation still varies by marketplace and product type, several requirements are already affecting sellers and are expected to become standard across EU and UK marketplaces in 2026:

• Safety testing is increasingly required on a recurring basis, even for products that have not changed (sellers are reporting annual cycles).
• Test reports must come from laboratories that are explicitly approved by Amazon.
• In many cases, test data is transmitted directly from the lab to Amazon. If product names, SKUs, manufacturer details, or addresses do not match exactly, the documentation is rejected automatically.

Compliance is no longer a static requirement. It is becoming an ongoing process that sellers need to manage actively.

Why This Creates Real Problems for Toy Sellers

For sellers moving meaningful volumes, these changes go far beyond additional admin work.

Rising and recurring costs

Automated listing suppression

Amazon’s compliance checks are largely automated. If updated documents are not submitted within the required timeframe, listings can be suppressed with little warning. When inventory is stored in FBA, this often leads to stranded stock that still generates storage fees but can’t be sold.

Limited lab capacity

As more sellers are pushed toward the same list of approved testing providers, lead times are increasing. Even sellers who act early can find themselves waiting weeks for test results while listings remain offline. In a seasonal category like toys, this can have a direct impact on revenue.

As of mid-January 2026, there are only 33 of these approved third-party TIC service providers in the EU and the UK.

How This Fits Into Broader EU Regulation

Amazon’s stricter enforcement is closely linked to changes in European regulation.

The General Product Safety Regulation (GPSR) has increased expectations around documentation, traceability, and accountability for consumer products. Toys are a particular focus due to their risk profile. In the longer term, the EU is developing Digital Product Passport concepts for certain product categories, signalling a general move toward more structured product data and traceability, even though concrete requirements for toys have not yet been defined.

Amazon is clearly trying to stay ahead of regulators. While the underlying goal of consumer safety is reasonable, the way enforcement is handled creates risk for sellers who rely heavily on automated systems and a single sales channel.

How Sellers Can Reduce Their Exposure

Toy sellers can’t avoid compliance requirements, but they can reduce how disruptive enforcement becomes. 

Check testing partners early

Sellers should verify whether Amazon approves their current labs for each relevant marketplace. If not, switching providers and booking testing slots early can prevent last-minute issues later in the year.

Keep product data consistent

Product names, manufacturer details, addresses, and batch references must match across packaging, test reports, and Seller Central entries. Small inconsistencies that were previously tolerated are now a common reason for rejection.

Avoid relying entirely on FBA

Many sellers only feel the impact of compliance enforcement when their listings are already offline.

If all inventory is stored in FBA, a suppressed ASIN can effectively stop the business. Stock can’t be sold on other channels, and alternative options are limited.

This is why more toy sellers are adding a flexible third-party fulfillment setup alongside Amazon:

• Inventory remains accessible even if an Amazon listing is temporarily inactive.
  
  
• Orders from Shopify, OTTO, Kaufland, or other marketplaces can continue without interruption.
  
  
• Batch and lot tracking allows targeted recalls instead of pulling all stock.
  
  
• Category-specific handling helps reduce downstream compliance issues, especially for eco-friendly or sensitive toy products.

This type of setup is exactly what byrd supports with its Toys & Games fulfillment services. While it’s possible to use Amazon FBM (with a 3PL to take care of the logistics while selling via Amazon’s platform), the goal is not necessarily to replace Amazon, but to reduce dependency on a single system that can change rules quickly.

What This Means for 2026

The upcoming changes in toy compliance are a signal that selling regulated products on Amazon now requires ongoing operational attention. Safety documentation, data accuracy, and fulfillment structure are becoming just as important as product quality and marketing.

Sellers who prepare early and build more flexible operations will be better positioned to handle enforcement changes without major disruption. In a category where listings can be taken offline automatically, control over inventory and processes is becoming increasingly important.

Concrete steps you should take now

Map your compliance obligations clearly: Separate what is required by EU or UK law (CE or UKCA, technical documentation, Declaration of Conformity) from what Amazon additionally requires for listing approval.

Review your testing setup per marketplace: Check whether your current test reports and laboratories are accepted by Amazon for each marketplace you sell on (EU vs UK), and plan for recurring re-validation where required.

Standardize product and manufacturer data: Ensure product names, SKUs, manufacturer details, and batch references are consistent across packaging, test reports, and Seller Central to avoid automated rejections.

Build buffer time into your compliance calendar: Assume longer lead times for approved testing labs and avoid scheduling testing close to peak season or key sales periods.

Reduce single-platform dependency: Avoid keeping all inventory locked in FBA. A multi-channel capable fulfillment setup allows sales to continue even if Amazon listings are temporarily suppressed.

Implement batch and lot traceability: Maintain clear batch or lot tracking so that any safety issue can be addressed in a targeted way rather than pulling entire inventories.