Amazon’s New Toy Testing Rule Is Live - Here’s What It Means for You
Amazon’s New Toy Testing Rule Is Live - Here’s What It Means for You
As of September 3, 2025, Amazon has begun enforcing annual toy testing rules across its U.S. and Canadian marketplaces. Every children’s toy must now go through annual testing or document verification using Amazon-approved Testing, Inspection, and Certification (TIC) providers.
The laws themselves aren’t new – CPSIA in the U.S. and CCPSA in Canada have always required safety testing, Children’s Product Certificates (CPCs), and proper labeling. What’s new is how Amazon enforces them. Instead of relying on spot checks or reactive enforcement, Amazon now requires sellers to proactively prove compliance every year.
This enforcement is already happening. Sellers are receiving compliance requests in their Account Health dashboards, and flagged listings remain suppressed until Amazon signs off.
Amazon’s own notification put it plainly:
“Effective September 3, 2025, we’ll require annual testing or document verification from a Testing, Inspection, and Certification (TIC) organization for children’s toys sold in our US and Canada stores. This change helps ensure compliance with applicable laws, regulations, standards, and our policies.”
How the Process Works (Step by Step)
Amazon’s workflow is fully integrated into Seller Central. When an ASIN is flagged, here’s what happens:
- Go to Account Health -> Performance -> Policy Compliance -> Food and Product Safety Issues.
- Select Submit for the affected product, then click Verify your product.
- You can request quotes from multiple providers or select one from Amazon’s approved TIC list.
- The TIC provider emails a quote with cost and timelines.
- Once you accept, you’ll send documents and/or product samples.
- The TIC completes testing or document verification and uploads results directly to Amazon.
- Amazon reviews results and approves compliant products.
If you believe a compliance request is in error (for example, a non-toy incorrectly flagged), you can choose Appeal request, select a reason, add supporting comments, and submit.
Approved TIC Providers
Amazon has published an official directory of approved third-party TIC providers. Some of the most recognized include:
- SGS
- Intertek
- Eurofins
- TÜV Rheinland
- TÜV SÜD
- UL Solutions
- Cotecna
- CMA Testing
…and many others across the U.S., Canada, UK, and EU. You can see the full up-to-date list in Seller Central’s TIC directory.
Private Label and Importers
For private label sellers, this enforcement is strict but not surprising. U.S. law already required ASTM F963-23 testing, CPCs, and periodic re-tests. Amazon is now making those obligations impossible to ignore.
Consider an importer selling a catalog of 15 educational toys. Each SKU must be tested annually. Even at the low end of testing costs, that’s thousands of dollars per year, and testing can take weeks. A plush toy may only require mechanical and flammability tests, while a STEM kit with batteries may require multiple certifications across electrical and chemical hazards – pushing costs into the thousands per SKU.
The takeaway: private label sellers must treat testing as a recurring operating expense, not a one-time launch cost. Build testing into production schedules and maintain a compliance vault with every CPC, report, and label photo ready to upload instantly.
Brand Owners and Manufacturers
Brand owners face the same obligations but control their own compliance program. That gives flexibility – but also means Amazon expects consistency.
The biggest pitfall is outdated testing. ASTM F963-17 reports are no longer accepted, even if the product hasn’t changed. Any change in supplier, dyes, or materials also invalidates old results.
For example: a wooden block set tested in 2022 under ASTM F963-17 will now be rejected, even if unchanged. Amazon requires updated testing aligned to ASTM F963-23.
For brand owners, compliance isn’t a one-time certificate. It must be part of change management and quality control.
Authorized Distributors and Wholesalers
If you distribute or wholesale global brands, the toys themselves are compliant. The real question: Can you prove it to Amazon?
Amazon expects:
Manufacturer CPCs and ASTM F963-23 test reports.
Invoices from authorized supply chains.
The murky part is whether Amazon will require documentation from every reseller of major branded ASINs. So far, enforcement is phased, but when an ASIN is flagged, every seller on that listing gets the request.
The safest path: secure compliance packets from your manufacturers now. If you can’t provide them when asked, even authorized distribution won’t save your listings.
Arbitrage, Dropshippers, and Handmade Sellers
This enforcement is least forgiving here:
Retail arbitrage: Buying toys from Walmart or Target? Receipts aren’t compliance. You won’t have CPCs or ASTM reports.
Online arbitrage: Same issue – you’re still a consumer purchaser.
Dropshippers: By design, you don’t control inventory or documents. Unless your supplier provides full CPCs and lab reports (rare), you cannot comply.
Handmade sellers: No exemption exists. If your product is marketed as a children’s toy, you need annual ASTM F963-23 testing, CPCs, and proper labeling – just like Hasbro or Mattel.
The effect is clear: arbitrage and dropshipping in toys are likely unsustainable. Handmade sellers can survive, but only if they invest in full testing.
Canada-Specific Sellers
For Amazon.ca, compliance doubles. U.S. documents aren’t enough. Health Canada requires:
Bilingual labeling (English and French).
Chemical and phthalate testing with stricter thresholds.
Flammability testing for textiles and plush.
Hazard warnings for certain age grades.
Amazon is already issuing Canadian-specific compliance requests. Cross-border sellers need two compliance sets: CPSIA/ASTM for the U.S. and CCPSA for Canada.
Early Problems Sellers Are Facing
Within weeks, sellers are seeing recurring issues:
Misclassification: Non-toy products flagged as toys.
Outdated reports: ASTM F963-17 reports rejected instantly.
Inauthentic document flags: Cropped scans or screenshots flagged – only original, complete files accepted.
“Missing Test” messages: Often triggered when test reports don’t match the exact ASIN, model number, or age grade.
This shows compliance is not just about having documents – it’s about presenting them exactly as Amazon’s system expects.
The Big Unknown
The key question: will Amazon enforce this for every reseller of a major brand?
We don’t know yet. Amazon may eventually streamline via manufacturer master files, but history suggests they’ll treat every seller equally. Once an ASIN is flagged, every seller on that listing receives the request.
Seller Type Comparison Table
| Seller Type | What Amazon Requires | Risk Level | Outlook |
|---|---|---|---|
| Private Label / Importers | Annual ASTM F963-23 tests, CPC, tracking labels, periodic re-tests. | High | Sustainable if testing is budgeted as an annual operating cost. |
| Brand Owners / Manufacturers | Same as private label, plus continuous re-testing after supplier/material changes. | High | Sustainable if tied directly to quality control and change management. |
| Authorized Distributors / Wholesalers | Manufacturer CPCs and ASTM reports, invoices from authorized channels. | Medium | Viable if documentation can be secured consistently from brands. |
| Retail & Online Arbitrage | Amazon does not accept retail receipts; no CPCs or test reports available. | Severe | Largely unsustainable under new enforcement rules. |
| Dropshippers | Access to manufacturer test reports is rare; cannot meet Amazon’s requirements. | Severe | Unsustainable in toys unless supplier provides full compliance packets. |
| Handmade Sellers | Annual ASTM F963-23 tests, CPCs, labeling - no exemptions for small-batch. | High | Possible only if testing is done professionally, even for small runs. |
| Canada Sellers | CCPSA compliance: bilingual labels, chemical/phthalate tests, flammability checks. | High | Requires parallel compliance (U.S. + Canada). Extra preparation needed. |
What Sellers Should Do Now
Regardless of model, all sellers should act now:
- Audit your catalog: Identify every children’s toy listing.
- Gather documentation: CPCs, ASTM F963-23 reports, invoices, tracking label photos.
- Plan for Canada: If selling on Amazon.ca, secure CCPSA documentation and bilingual labels.
- Build a compliance vault: Organize per-SKU packs for fast submission.
- Budget annually: Treat testing as a fixed annual cost.
Frequently Asked Questions about Amazon’s 2025 Toy Testing Enforcement
Do I need to test toys myself if I sell big, well-known brands?
Usually, no - the manufacturers already perform the required testing. However, Amazon may still ask you to upload the manufacturer’s compliance packet (Children’s Product Certificate and ASTM F963-23 test reports) along with invoices from authorized channels. It’s not yet clear whether Amazon will require this from every reseller of global brands, so the safest approach is to be prepared.
What if I’m doing retail or online arbitrage? Can I just show my receipts?
No. Retail receipts don’t satisfy Amazon’s compliance requests. Amazon expects manufacturer-issued CPCs, full lab test reports, and invoices from authorized distribution. Arbitrage sellers typically don’t have these documents, so their listings are at high risk when an ASIN is flagged.
How is “document verification” different from “testing”?
Testing means sending product samples to a TIC lab for fresh analysis to ASTM F963-23 (common for private label and brand owners). Document verification means a TIC provider reviews your existing reports and CPCs to confirm they meet Amazon’s standards (common for distributors and resellers of established brands).
How much does toy testing cost and how long does it take?
- Basic plush/simple plastics: $350–$500 per SKU
- Mid-complexity (board games, puzzles, dolls): $800–$1,200
- Complex (STEM/electronics/batteries): $1,500+
Turnaround is typically 2–6 weeks depending on the lab and test scope.
What happens if I ignore a compliance request from Amazon?
Your listing remains suppressed, and unresolved requests can harm Account Health. Continued non-compliance risks broader enforcement, including potential account suspension.
Do handmade or small-batch toys have exemptions?
No. If you market a product as a children’s toy, it must comply with CPSIA (U.S.) or CCPSA (Canada) regardless of scale. Handmade products are subject to annual testing, CPCs, and tracking labels.
What’s different for Canada compared to the U.S.?
Amazon.ca listings must comply with Health Canada’s CCPSA and Toys Regulations. Expect bilingual (English/French) labeling, chemical and phthalate limits, flammability testing for textiles/plush, and specific hazard warnings. U.S. documents alone are not sufficient for Canada.
Why is Amazon enforcing this now?
Amazon is aligning marketplace enforcement with existing federal requirements and reducing platform risk. Instead of ad-hoc checks, Amazon now requires sellers to prove compliance annually through approved TIC providers.
What’s the best way to prepare so my listings don’t get suppressed?
Audit your toy catalog, ensure ASTM F963-23 coverage, keep CPCs and tracking labels current, secure authorized invoices, prepare CCPSA documentation for Canada if applicable, and store everything in a centralized compliance vault for fast submission through Account Health.
Conclusion
Amazon’s toy testing enforcement isn’t coming – it’s here.
For private label and brand owners, it means stricter discipline and annual costs. For wholesalers, it means securing documentation. For arbitrage and dropshippers, it likely means the end of the model. For handmade sellers, it means budgeting for full testing.
The uncertainty for big brand resellers remains. But the safe path is to prepare as though enforcement will touch everyone.
Compliance is no longer optional in toys – it’s the price of admission.