Amazon has rolled out one of its biggest compliance updates for toy sellers in years. As of September 3, 2025, children’s toys sold on Amazon in the U.S. and Canada must undergo annual testing or verification using Amazon-approved third-party labs (TIC providers). Sellers are already seeing uneven rollout — some accounts have been flagged, while others haven’t — creating confusion across the marketplace.
This blog breaks down what’s changed, what the new 30-day wait period means, and how toy brands can stay compliant without risking listing suppression.
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Key Takeaways
- Amazon now mandates annual testing or document verification via Amazon-approved TIC labs under the updated toy compliance policy.
- The policy is enforced unevenly across seller accounts — being unflagged does not mean you’re exempt.
- Only test reports submitted via approved TIC providers are accepted; self-uploads are often no longer allowed.
- The “30-day wait period” after flagging causes confusion, but sellers should treat it as a firm deadline.
- Brands must audit their labs, refresh CPC/test reports, coordinate with their 3PL or labeling partners, and build compliance into every SKU’s lifecycle.
What the Official Amazon Policy Says (and Why It Matters)
Amazon’s Seller Central help page titled “Third-party testing, inspection, and certification services” (TIC) states explicitly:
| “Amazon requires you to work with a third-party testing, inspection, and certification (TIC) service provider annually. They can either test your products or verify if existing test documentation demonstrates compliance with the applicable laws, regulations, standards, and Amazon policies.” – Amazon Seller Central |
This policy means:
- You can’t simply rely on past reports ad infinitum — you must revalidate or retest periodically.
- The TIC provider can choose to test your product or evaluate your existing documents, if they meet Amazon’s criteria.
- Amazon expects you to submit proof via your Amazon Account Health → Policy Compliance interface, under the “Product Safety & Compliance Issues” section.
Another relevant Amazon page is “Children’s toys” in Seller Central, which outlines baseline requirements:
- The lowest age grading listed on your product detail page must be greater than or equal to the age grading on your test report.
- Packaging, labels, warning statements, hazard statements, tracking labels, and manufacturer/importer information must align with what is in the test report.
These official references confirm that Amazon is calling for alignment, traceability, and ongoing verification, not just a one-time compliance check.
Uneven Rollout Across Accounts
While official Amazon pages like the TIC page do not specify the exact enforcement date, third-party guides (such as the AmazonSellersAppeal “Amazon Toy Testing Requirements 2025 Guide”) indicate that the enforcement began around September 3, 2025. This aligns with what many sellers have reported: flags and suppression notices appeared starting in early September.
However, the rollout is not uniform. Some toy listings were flagged immediately; others haven’t been touched. What we observe:
- Some seller accounts show toy ASINs under Account Health → Policy Compliance with prompts like “Verify Your Product.”
- Others with identical SKUs may see nothing at all — leaving them uncertain whether they’re next.
- Because Amazon may be phasing the enforcement (by seller tiers, catalog size, category risk levels), elapsed time doesn’t guarantee safety.
Thus, waiting until you’re flagged is too late. Brands should act proactively.
Amazon-Approved Third-Party Labs: What Changed
One of the largest shifts in this compliance overhaul is the lab/validation requirement. Under previous regimes, sellers often submitted test reports obtained from labs and uploaded them. But now:
- Many sellers cannot self-upload — reports must come via Amazon-approved TIC providers that Amazon trusts.
- The lab must integrate with Amazon’s systems so that submission is direct and traceable.
- If your lab is not in Amazon’s approved TIC directory, your test report may be rejected — even if it’s technically valid under regulatory standards.
From the official TIC policy page:
| “This provider can test your products or verify if existing test documentation demonstrates compliance … the provider must help you submit proof via the Amazon compliance interface.” – Amazon Seller Central+2Amazon Seller Central+2 |
In effect, the lab becomes a gatekeeper. If it’s unrecognized or lacking integration, your compliance is unusable. This elevates the importance of choosing labs that already work with Amazon or are listed in its approved directory.
Some additional considerations:
- Labs may be suspended or delisted over time — meaning even past approved labs may lose status.
- Reports tested under older standards (e.g. ASTM F963-17) may be rejected if Amazon demands newer versions (e.g. F963-23). Sellers have raised this concern in seller forums. Amazon Seller Central
- The lab must ensure consistency between the ASIN’s labeling/age grading and what is tested. If your listing says “ages 6+” but the report covers “ages 3+,” mismatch leads to rejection.
Because of this, some sellers are reordering or retesting SKUs that were previously compliant under older labs.
The 30-Day Wait: What Sellers Should Expect (and Misunderstandings)
Once Amazon flags a toy ASIN for compliance, sellers often see a ~30-day window to take action. But the ambiguity around this period is causing confusion. Here’s what the evidence and seller experiences suggest:
What the policy implies:
- Amazon typically gives a deadline (around 30 days) to submit valid documentation via their compliance interface.
- During this period, your listing may remain suppressed or blocked until Amazon verifies and accepts your submission.
- Failing to respond or submit valid proof within that window may result in permanent delisting or removal. (Amazon’s product safety framework emphasizes accountability for sellers.)
- The official TIC page mentions that proof should be submitted “via the Amazon compliance interface” — implying that late or improper submissions may not count. Amazon Seller Central
What sellers are reporting / confusion encountered:
- Some never saw a clear 30-day notice — their listing was suppressed before they knew about it.
- Others submitted within the window but had reports rejected (e.g. lab not approved, label mismatch).
- Many aren’t sure when “day one” starts — is it when you first see the flag, when Amazon sends notification, or when the compliance request is generated?
- Appeals in some cases are slow or stagnant — a seller shared in forums that even after multiple resubmissions with correct warning labels, Amazon keeps rejecting for “missing warning label.” Amazon Seller Central
Best approach for sellers: treat the 30 days as a hard deadline, and prepare your documentation in advance. Don’t wait until a flag appears. Have your lab, labeling, and reports ready for immediate submission.
What This Means for Toy Brands: Risks & Operational Challenges
The new regime introduces several risks and operational hurdles toy brands must anticipate:
- Lab Capacity Constraints: Approved TIC providers will be inundated with requests. This may lead to longer lead times, slower turnarounds, and rushed testing mistakes.
2. Rejection of Previously Valid Reports: Even if a report passed years ago, Amazon may reject it if it doesn’t meet the newer integration, format, or standard version criteria.
3. Mismatch in Listing vs. Report Metadata: Any discrepancy in age grading, labels, tracking codes, or packaging can lead to rejection, even if the test is solid.
4. Appeal Bottlenecks: Amazon’s review of suppressed listings may lag, especially if many sellers are simultaneously submitting. Some sellers report multiple resubmissions being denied over the same issue. Amazon Seller Central
5. Cost & Margins Pressure: Annual retesting, switching labs, relabeling, and contingencies will stress margins — especially for sellers with low-volume, low-margin SKUs.
6. Logistics and Rework Overhead: If a labeling change or tracking label addition is required post-test, you’ll need to coordinate with your 3PL or prep center — sorting, relabeling, and restocking could introduce delays.
7. Catalog Complexity: For sellers with dozens or hundreds of toy SKUs, managing renewal cycles, test schedules, and lab assignments becomes a logistical challenge.
8. Standard Version Obsolescence: Reports based on outdated standards such as ASTM F963-17 may be refused. Some sellers report Amazon now demanding ASTM F963-23 across the board. Amazon Seller Central
Actionable Next Steps to Stay Ahead
Audit Your Existing Labs & Reports
- List every lab you currently use for toy testing.
- Cross-check whether those labs appear in Amazon’s approved TIC provider directory.
- Flag any labs not recognized by Amazon and plan to migrate.
- Review each test report’s date, applicable standard version (ASTM
Prepare Updated CPC / Test Reports
- For each toy SKU, ensure you have a Children’s Product Certificate (CPC) that aligns precisely with the test report.
- If your existing report was valid, ask your lab to have it validated or submit via an Amazon-approved TIC that can confirm the data.
- If it’s outdated or from an unapproved lab, retest with a recognized TIC.
- Make sure your report includes all relevant product identification, age grading, warning statements, and labeling details.
Coordinate with Your 3PL / Labeling Partners
- Determine whether your stock needs relabeling or adding compliance tracking labels.
- Ensure your 3PL or prep center can handle small runs of relabeling or compliance rework.
- Build buffer time into your supply chain for label modifications after compliance measures.
Choose Reliable, Amazon-Friendly Labs
- Prioritize labs already listed in Amazon’s TIC directory or known to integrate with Amazon’s submission systems.
- Confirm the lab isn’t flagged or suspended in Amazon’s system.
- Negotiate turnaround times, recurrence costs, and a pipeline schedule, especially if you have many SKUs.
Build a Compliance & Renewal Calendar
- Map when each SKU’s compliance expires or requires review.
- Add buffer ahead of peak sales periods (holidays, Q4).
- Schedule internal audits and reminders to ensure none slip through the cracks.
Monitor Amazon Policy & Lab Updates
- Watch Amazon’s Seller Central → Product Safety / Compliance pages and the TIC help references.
- Stay active in seller forums — policy enforcement patterns, lab suspensions, appeals, and rejections often surface there first.
- Adjust your lab partners if Amazon suspends any.
- Keep tabs on evolving standard versions (e.g. F963 updates).
Prepare Plan of Action / Appeal Strategy
- If a listing is suppressed, respond promptly with a clear Plan of Action: reference the test report, lab credentials, product labeling, and corrective steps.
- Don’t submit all your SKUs at once — stagger submissions to reduce risk of system-level rejection.
- If one SKU gets rejected, review that lab/report to fix root cause before resubmitting.
Frequently Asked Questions
Do I need annual testing even if I already have a valid report?
Yes. Amazon’s updated policy requires that you annually either retest or verify existing documentation with an approved TIC provider. Amazon Seller Central
What happens if my lab is not on Amazon’s approved list?
Your test results may be rejected, and Amazon will demand a retest or verification via a recognized TIC provider. This can lead to listing suppression if you don’t act within the allotted window.
Is the 30-day window flexible or extendable?
In practice, sellers report that Amazon treats it as a strict deadline. Missing the window or submitting incomplete or non-approved documents may lead to delisting. Appeals may not always succeed.
Can I use old reports under ASTM F963-17 or other older standards?
It depends. Some sellers have reported that Amazon has started rejecting older standard reports (like F963-17) in favor of newer versions (e.g. F963-23). Amazon Seller Central Always verify with your TIC provider whether your standard version is acceptable.
What if my listing is suppressed even after I submit compliant documents?
Submit a detailed Plan of Action, clearly referencing your lab credentials, test results, product labels, and corrective steps. If rejected, revisit the lab, retest if necessary, and resubmit. Don’t abandon the listing prematurely.
Final Thoughts
Amazon’s 2025 toy compliance overhaul is more than a policy update — it’s a structural shift in how compliance is enforced, documented, and audited. The requirement for annual verification, Amazon-approved TIC labs, and direct submission places heavy onus on sellers to be proactive, organized, and strategic.
Because the rollout is uneven, even unflagged accounts must act now. Start auditing labs, updating CPCs and test reports, aligning labeling and packaging metadata, and building a compliance calendar. With this framework in place, you’ll be better positioned to respond swiftly when Amazon calls for proof — and avoid the costly disruption of suppressed listings.
