FAQs on Amazon Direct Validation for Toys: Requirements, Approved TIC Providers, and How to Stay Listed

First published: March 2026

Direct Validation (DV) is Amazon’s new selling requirement for children's toys, designed to enhance product safety controls by requiring verification through an Amazon-approved Testing, Inspection, and Certification (TIC) service provider rather than allowing sellers to upload compliance files directly. 

As an Amazon-approved TIC for direct validation for toys, we have received many enquiries since this new requirement was implemented.

Below are the most common questions we hear from businesses navigating Amazon direct validation for toys and completing Amazon Seller Central toy approval requirements. 

You can also contact us directly for Amazon Direct Validation for toys.

What is Amazon Direct Validation for toys?

Amazon direct validation is a compliance workflow where an Amazon-approved TIC service provider either tests your toy or validates your existing testing documents, then submits the results directly to Amazon.

A key change for sellers is that the compliance decision is driven by the TIC’s submission, not by the seller uploading reports in Seller Central on the Amazon platform, as they may have done historically.

Which products are considered “children’s toys” under Amazon’s policy?

Amazon defines a children’s toy as a product intended for learning or play by a child 12 years of age (144 months) or younger.

Furthermore, Amazon may treat a product as a children’s toy if it has play value or appeal to children, even if it is not marketed as a toy. The product’s design, intended use, characteristics, labelling, and likely consumer perception will be considered when determining the scope.

If you are unsure whether your products fall within the category of children’s toys under Amazon Direct Validation, please contact us and we can help you assess the scope.

Does Direct Validation apply in all Amazon marketplaces?

As of the time of writing, no, it does not. Amazon’s requirements of Direct Validation for toys apply to the following countries: US, Canada, UK, Belgium, Germany, France, Netherlands, Poland, Italy, Spain, and Sweden.

When selling toys on a specific market, you must comply with local toy regulations and fulfil the toy compliance requirements. For sellers learning how to sell toys on Amazon in 2026, understanding the required standards for Amazon toy testing is essential. 

How do I start the Direct Validation for toys process in Seller Central?

If your ASIN receives notice, you must work with an Amazon-approved Testing, Inspection, and Certification (TIC) service provider, and you will be notified in Account Health when testing is required. We are one of the Amazon-approved Direct Validation TIC providers for toys. 

What is an “Amazon-approved TIC” and what do they actually do?

An Amazon-approved TIC is a Testing, Inspection, and Certification service provider that Amazon recognises to conduct testing or validation and to submit documentation and/or test results directly to Amazon on your behalf for your products.

We are one of the Amazon-approved TIC service providers for Direct Validation for toys. Contact us to start your Amazon DV for toys process.

What toy standard does Amazon require for Direct Validation?

Amazon’s Direct Validation for toys currently (as of March 2026) apply to US, Canada, UK, Belgium, Germany, France, Netherlands, Poland, Italy, Spain, and Sweden. Depending on the countries you’re selling to, the toy standards are:

• US: ASTM F963-23
• Canada: SOR/2011-17
• UK and EU: EN 71 and IEC EN 62115

It is important to note that Amazon’s Direct Validation is a selling requirement for Amazon only, but your products must still comply with region-specific toy requirements, for example, EU Toy Safety Regulation, EN 71, CE marking, REACH, CPSIA, and prepare for the upcoming compliance processes such as US CPSC eFiling requirement, which the full implementation begins on 8 July 2026.

As an Amazon-approved Testing, Inspection, and Certification (TIC) service provider and recognised toy testing service provider, we will guide you on the required toy standards to ensure your products can be listed on Amazon and meet specific local toy regulatory compliance requirements. 

Can I use existing test reports from Eurofins, or do I need to re-test?

If you already hold test reports issued by one of our laboratories within the Eurofins Softlines & Hardlines network of companies, you are in a strong position. As an Amazon-approved TIC service provider, a CPSC-accepted laboratory, and an EU Notified Body, we can both validate and submit your existing reports directly to Amazon.

In most cases, you do not need to re-test if your existing Eurofins test report meets all these conditions: 

• Falls within Amazon's accepted validity window, which is within the last 12 months for US and Canada.  The EU and UK currently do not have an annual requirement.
• Covers the correct and current edition of the applicable standard for the target marketplace (e.g. ASTM F963-23 for the US, or relevant parts of EN 71 for the UK and EU)
• Matches the exact product configuration of the ASIN being validated, including age grade, materials, and colourways.

Because we issued the original report and we are authorised to perform Direct Validation for toys, our team can cross-reference against the original test file, verify traceability, and confirm listing alignment.  

However, a new test report may be required if:

• The product design, materials, supplier, or manufacturing site has changed since the last test, or
• The report covers a different configuration from the ASIN flagged for Direct Validation, or
• The standard edition has been superseded, or 
• The report is more than 12 months old

If you have used a specific Eurofins lab in the past, pPlease contact that laboratory's customer service team directly.  If that lab can’t provide the required services, another laboratory within our network can provide the service.

You can contact your account manager or fill out this form for support.

What if my test reports are from a lab that is not an Amazon-approved TIC for Direct Validation for Toys?

Amazon's Direct Validation for toys process allows validation of existing test reports by an Amazon-approved Testing, Inspection, and Certification (TIC) service provider.

After you provide the test reports and required documentation to an Amazon-approved TIC service provider, they will then review, validate, and submit the report and supporting documentation (such as the CPC or DoC) to Amazon on your behalf.

That said, if the TIC provider identifies issues during validation, such as an unrecognised lab, missing test parameters, or a report that does not cover the correct standard, you may need to arrange supplementary or full re-testing. 

As part of this validation process, we will need copies of the test reports sent directly by the issuing lab to confirm their validity.  We will also need new pictures of all sides of the product to verify that it is the same product as in the test reports.

Laboratories within the Eurofins Softlines & Hardlines network of companies are Amazon-approved TIC service provider for Direct Validation for toys. If you are unsure whether your existing test report (issued by a lab that is not an Amazon-approved TIC for Amazon DV for toys) meets the Amazon Direct Validation requirement for toys, contact us now.

What happens if I don’t complete Direct Validation?

Amazon indicates that if you do not provide the required information upon request (i.e., uploading a test report for your ASIN via an Amazon-approved TIC), it may take enforcement action, including removing relevant product listings.

How does Eurofins Softlines & Hardlines help in Amazon Direct Validation for toys?

Eurofins Softlines & Hardlines is recognised by Amazon as an approved Testing, Inspection, and Certification service provider for Direct Validation (DV) in the toys category.  Our end-to-end DV for toys service covers:

• Document Verification: Review of test reports, DoC/CPC, and other compliance documents
• Label & Manual Review: Ensure product labels and user instructions meet regulatory standards
• Corrective Support: Provide corrective advice and re-inspection if needed
• Certificate Upload & Reporting: Submit compliance certificates to Amazon and share reports with sellers

Selling toys across multiple Amazon marketplaces also means meeting the safety regulations specific to each region, from CPSIA and ASTM F963 in the US, to the EU Toy Safety Regulation, EN 71, CE marking, and REACH in Europe, through to ISO 8124 for international markets, as well as preparing for evolving requirements such as the upcoming US CPSC eFiling.

With accredited laboratories located across the U.S., EU, China, India, Vietnam, and Asia, Eurofins Softlines & Hardlines offers a full range of services for toy testing, certification, and Amazon Direct Validation for toys, helping you mitigate compliance risk.

Contact us for toy compliance and start your Amazon DV for toys process.