Amazon’s New “Direct Validation” Policy: What Toy Sellers in Europe Must Know

Amazon has initiated one of its most significant compliance crackdowns in years, targeting toy safety in the European (EU) and UK marketplaces.

The new policy, known as "Direct Validation" (DV) or "Direct Verification," fundamentally changes how sellers prove their products are safe. The old system of sellers uploading a Declaration of Conformity and test reports is being phased out.

In its place, Amazon now mandates that all compliance documentation be submitted directly by an Amazon-approved third-party laboratory. This move is designed to stamp out fraudulent documents and ensure all toys sold on the platform are genuinely compliant with EU and UK safety standards.

For sellers, this is an urgent call to action. Failure to comply with a Direct Validation request will lead to listing removal.

What Is the New Direct Validation (DV) Process?

This new process removes the seller from the document submission step to guarantee authenticity.

Here is the new workflow:

1. Amazon Flags an ASIN: You will receive a notification (usually in your Account Health dashboard) for a specific product, requiring compliance validation by a deadline.
2. Seller Selects a Lab: You must select an approved Testing, Inspection, and Certification (TIC) provider from Amazon's list.
3. Lab Verifies or Tests: You then pay the TIC provider to either:
   • Verify your existing test reports. (This is only possible if your reports are recent and from an ISO 17025-accredited lab).
   • Conduct new testing on your product to prove compliance.
4. Lab Submits to Amazon: The TIC provider submits the results (pass or fail) directly to Amazon. You will no longer have permission to upload these documents yourself.

Who Is Affected by This Policy?

This policy affects all sellers of toys in Amazon's European marketplaces (including the UK).

• Products: Any product intended for use in play by children under 14 years old.
• Standards: Compliance with EN 71 (the primary EU toy safety standard) and EN 62115 (for electric toys) is required.
• Markings: This applies to all products requiring a CE mark (EU) or UKCA mark (UK).

This policy is especially challenging for resellers or arbitrage sellers who may not have access to the original manufacturer's test reports.

Your 3-Step Action Plan to Stay Compliant

Do not wait for your listings to be suppressed. Proactive sellers must take these steps now.

1. Audit Your Product Documentation

For every toy ASIN you sell, you must immediately confirm:

• Do you have a valid test report for EN 71 (and EN 62115, if applicable)?
• Was it issued by an ISO 17025-accredited laboratory?
• Is it recent (typically within the last 12 months)?

If the answer to any of these is "no," your product will fail verification.

2. Contact Your Lab or Supplier

This is the new critical bottleneck.

• If you have valid reports: Contact the lab that issued them. Are they on Amazon's list of approved TIC providers? Are they willing to manage the direct submission process for you?
• If you use a supplier: You must demand this information from them. If their lab is not on Amazon's approved list, you will need to pay for a new test from a lab that is.

3. Budget for New Compliance Costs

This new process introduces a mandatory annual cost. Even if you have valid reports, you will likely have to pay a fee to an approved TIC provider just to verify those reports and submit them. This cost must now be factored into your profit margins for every toy you sell.

The Bottom Line: Compliance Is No Longer Optional

This policy shift proves Amazon is aggressively moving to solve its product safety issues. The burden of proof—and the cost of that proof—is now firmly on the seller.

Audit your toy portfolio immediately and open conversations with your suppliers and approved testing labs. In this new environment, your relationship with a compliant, Amazon-approved lab is just as important as your relationship with your manufacturer.