Update, October 2026: all 21 of my flagged ASINs cleared, 16 with the two-sentence reply and the other 5 with the full declaration, and this wave of warnings seems to have passed. If one still lands on your account, the replies below are what worked.
If you sell toys on Amazon UK, go and check your account right now. There’s a wave of compliance warnings hitting toy listings at the moment, and I mean pretty much everything. Lego, Hot Wheels, Barbie, board games, you name it. Genuine, sealed branded toys bought from UK retailers are getting flagged with this:
“Children’s Toys: Food and Product Safety Issues: In order to sell this product on the Amazon marketplace, you must provide documents related to Children’s Toys. Failure to provide these documentations by 7 Sept 2026 may result in suppression of this ASIN from the Amazon website.”
Your deadline might be different to mine, so check the notice on each ASIN. But the threat is the same across the board. Provide documents or the listing gets suppressed.
I know because I’ve been hit with it myself: 21 of these warnings landed on my own account. The good news is there’s a response that works, it costs nothing, and it doesn’t involve paying a testing lab hundreds of quid per ASIN. I cleared 16 of my 21 with a single two-sentence reply, first time, and the other 5 with the full declaration. The exact replies to send are further down this page.
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What’s actually happening
Amazon is demanding toy safety documentation across the toys category, and the sweep doesn’t care whether you’re the manufacturer of some unbranded widget from China or whether you’re selling a sealed Lego set you bought from a UK retailer. Every seller on a flagged ASIN gets their own notice and has to respond individually. The brand sorting it out for themselves doesn’t cover you.
The frustrating bit is obvious to anyone who actually sells these products. A Hot Wheels car or a Lego set has already been tested and certified by the manufacturer. The CE marking (and UKCA where they’ve applied it), the age grading and the safety warnings are printed right there on the packaging. These are probably the most heavily tested products in the entire category, and yet here we are being asked to prove they’re safe.
The notice itself is vague, which is half the problem. “Documents related to Children’s Toys” could mean anything. Dig into the seller forums right now and you’ll find hundreds of sellers in the same boat, a lot of them being told they need third-party lab testing at £300 to £500 per SKU. If you’ve got a few hundred toy ASINs, that’s your profit for the year gone on paperwork for products that were certified before they left the factory. Don’t do that. Not as your first move, anyway.
Here’s the thing. Under UK toy safety law, responsibility for testing a toy, holding the technical documentation, and carrying out the conformity assessment sits with the manufacturer. That’s Mattel, Lego, Hasbro, whoever made it. If you’re doing arbitrage or buying from a UK wholesaler, you are a distributor. You didn’t make the toy or import it, and you haven’t altered it. A sealed, genuine, retail-sourced toy is compliant as sold, and that’s exactly the case you’re going to put to Amazon.
Start with the two-sentence reply
What’s worked for me is replying to the case with a statement that puts responsibility back where the law puts it: on the manufacturer. Out of my 21 flagged ASINs, this reply on its own cleared 16 of them first time:
“Compliance with UK toy safety regulations, including the relevant EN 71 standards, is the manufacturer’s responsibility. We respectfully request a review of this ASIN.”
That’s it. Two sentences. If you’ve got a big pile of flagged ASINs and they’re all obvious household brands, work through them with this first and see what clears.
The full declaration for anything that needs more
For higher-value ASINs, or anything that gets knocked back on the short version, send a full declaration of compliance for the specific product. You’re not sending a lab report or a testing certificate. It’s a written statement that sets out what the product is, who made it, what markings it carries, and why responsibility for testing sits with the manufacturer rather than with you as the seller.
Adapt it for each product. The brand, the manufacturer’s legal name, the ASIN and the product title all change. The structure stays the same. Replace everything in [square brackets] with your own details.
Declaration of Compliance: Children’s Toy Product
Product: [FULL PRODUCT TITLE AS LISTED]
ASIN: [ASIN]
Seller: [YOUR COMPANY / TRADING NAME]
This product is a genuine, unaltered retail item manufactured by [MANUFACTURER’S LEGAL NAME, e.g. Mattel, Inc.], a globally recognised manufacturer of children’s toys. The product was sourced through a legitimate UK retail supply chain and is offered for sale in its original, unopened manufacturer packaging.
The product and its packaging bear the manufacturer’s CE (and, where applied, UKCA) conformity markings, together with the required age grading and safety warnings, applied by [MANUFACTURER] at the point of manufacture in accordance with the EU Toy Safety Directive (2009/48/EC), the UK Toys (Safety) Regulations 2011, and the relevant harmonised toy safety standards (EN 71 series).
The seller acts solely as a distributor of this product. The seller is not the manufacturer or the importer of record, and has not modified, repackaged, or altered the product in any way from the condition in which it was placed on the market by the manufacturer. Responsibility for product testing, technical documentation, and conformity assessment under applicable toy safety legislation rests with [MANUFACTURER] as manufacturer.
On this basis, the seller submits that this product is compliant as sold, and requests that this declaration be accepted in satisfaction of Amazon’s Children’s Toys verification requirement, without the need for independent third-party re-testing of an already certified manufacturer product.
Signed: [YOUR NAME]
Position: [e.g. Director, [YOUR COMPANY LTD]]
Date: [DATE]
Three notes on filling it in:
Use the manufacturer’s proper legal name. Not the brand on the box, the actual company. Hot Wheels, Barbie and Fisher-Price are all Mattel, Inc. Lego sets are LEGO System A/S. Monopoly, Nerf and Play-Doh are Hasbro, Inc. Paw Patrol is Spin Master. The small print on the packaging will tell you.
Only claim what’s on the box. Most branded toys sold in the UK carry the CE mark, and the UK still accepts CE marking on toys, so CE alone is fine. Just make sure whatever you state in the declaration matches what’s physically printed on the packaging.
One declaration per ASIN. Tedious, I know. But each flagged ASIN gets its own case and its own response.
What if Amazon still says no?
Try again. Amazon being Amazon, the same document can get accepted on one ASIN and knocked back on another, and first replies often get a copy-paste rejection from someone who hasn’t read a word of it. So send it again. Reopen the case, put the declaration back in and keep appealing, all the way up to the MD’s office if you have to.
What you’re not going to do is pay for third-party testing on a sealed branded product the manufacturer already certified. You cannot take no for an answer. Most of the sellers panicking on the forums right now haven’t even responded once, never mind appealed twice.
Don’t sit on this
The 7 September 2026 deadline on my notices has passed, and all 21 of my flagged ASINs cleared. If a notice lands on your account now, check its deadline and answer it straight away: a suppressed listing means stranded stock, and with Q4 here that’s the last thing you want.
Got a load of flagged ASINs and not sure where to start? Come and ask in the FBAMogul Discord, there’ll be plenty of us dealing with exactly this.
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Written by
Simon Knight
I've sold on Amazon since 2022, mostly through UK online arbitrage, with over £2M in Amazon sales. Before Amazon I was a software engineer, most recently at a pharmaceutical startup. I built SellerOracle to track the purchases in my own business.
