Children's toys refer to products intended for use by children aged 14 years or younger during learning or play.
A product is classified as a "children's toy" based on the following criteria:
- The age classification indicated on the product packaging specifies that the toy is intended for children aged 14 years or younger.
- The product packaging, display, promotion, or advertisement suggests that the product is suitable for children aged 14 years or younger.
- Consumers generally perceive the product as being intended for children aged 14 years or younger.
Amazon must ensure that all products available in the marketplace are safe, reliable, and compliant. We do not allow the listing or sale of non-compliant or prohibited toys.
Examples include, but are not limited to:
- Beaded and amber teething jewelry
- Beaded clips and beaded chains
- Fidget spinners sold under the baby and toddler toy category
- Mushroom-shaped baby teethers or pacifiers
- Dart fidget spinners
- Water-absorbing beads
For more information on prohibited products, please refer to the Product Safety Listing Restrictions.
- All applicable regulations: Toy Safety Directive 2009/48/EC; BS EN 71-1 (Mechanical and Physical Properties); BS EN 71-2 (Toy Safety – Part 2: Flammability); BS EN 71-3 (Toy Safety – Part 3: Migration of Certain Elements).
- If applicable: BS EN 71-12 (Toy Safety – Part 12: N-Nitrosamines and N-Nitrosatable Substances in Toys and Toy Components for Children Under 36 Months or Intended for Oral Use, such as Balloons or Teethers).
Your product detail page must include the following:
- Model, part number, or product number.
- Age classification listed on the product detail page must match the age classification stated in the Declaration of Conformity (DoC).
- Toy safety warnings
Applicable warning statements (hazard warnings) must be displayed on the product detail page.
You must submit a Declaration of Conformity (DoC) proving that the product complies with relevant regulations, standards, and requirements. This document must be issued by the manufacturer, brand owner, or importer and should include:
- Name, role, and signature of the responsible person.
You must provide images that clearly display:
- Model, part number, or product number.
- Name and address of the manufacturer, importer, distributor, or authorized representative (if applicable).
- Brand name and address or registered trademark.
- Product label.
- Compliance markings.
- Hazard warnings.
- Product instruction manual.
- Toy safety warnings.
- CE or UKCA marking.
- For Northern Ireland: CE marking is required (if a UK Notified Body performs mandatory third-party conformity assessment, the UKNI marking is also required).
When submitting images or documents containing images, ensure that:
- Images are clear and easily recognizable.
- Images demonstrate that the product matches the inspected product and the product listed on the detail page.
- Product manuals, safety information, labels, and warnings are in the language of the target sales country/region.
- If the product is a set or bundle, images for each included product must be provided.
Note: If possible, provide images of all sides of the product or its packaging to ensure compliance and reduce the risk of delays in the approval process.
Customer safety is our top priority. We reserve the right to request additional information at any time to verify product safety and compliance.
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