Amazon US site has implemented the Direct Validation (DV) system for toy CPC certification, under which TIC bodies are required to submit test reports directly to Amazon. Sellers cannot upload compliance report files on their own. It mandates that CPC reports must be issued within 1 year, with full testing of samples — selective testing is not accepted. The laboratory issuing the report must be accredited under CPSC or ISO 17025 scope.
TIC refers to Amazon-recognized Testing, Inspection and Certification bodies, and the list is still expanding. Simply put, these are Amazon-approved third-party certification service providers.
Scope of Impact & Applicable Categories
Affected categories：dietary supplements, ophthalmic pharmaceutical products, skin whitening goods, and children’s toys, which have been incorporated into the new regulation. Among these, children’s toys are one of the key covered categories, especially on sites with stringent product safety requirements such as Amazon Europe.
Applicable children’s toy categories: Primarily for children’s toy listings, covering various toy products such as plush toys, plastic toys, wooden toys, electronic toys, etc.
DV Validation Compliance Workflow
Go to the Manage Your Compliance (MYC) page and locate Pending Requests.
Click Add or Appeal Compliance > Request Lab Services.
Check the ASINs requiring testing and select a TIC body.
Select the lab address for sample shipment.
Contact the TIC body to confirm quotation and ship samples (existing test reports may be shared with them for preliminary review).
Monitor compliance status.
FAQ for Amazon Toy Direct Validation
For one parent ASIN with multiple child ASINs: Can one validation report cover all child ASINs?
Answer: Yes, a single report can be issued, but it must cover all ASINs prompted for validation in Seller Central.
Do other children’s products need to go through DV lab review, such as baby carriers?
Answer: Only children’s toys are included in the current rollout. Future scope will depend on policy implementation.
If a seller’s product does not yet have an ASIN and is not listed, and the seller only wants to prepare a report that meets Amazon requirements in advance. How to proceed? Also, how are ASINs assigned? Is one ASIN per product? For one doll available in multiple colors: does each color get a separate ASIN, or one ASIN per listing?
Answer: DV is not applicable before listing. Pre-emptive testing following relevant requirements is permitted but not mandatory. An ASIN is a unique identifier auto-generated by Amazon after seller listing submission. Each color variant will be a separate child ASIN.
Sellers sell bundled sets with multiple models, while not all models are listed in the test report. How to handle this during review?
Answer: If model numbers do not fully match, yet all other information and sample testing meet requirements; full testing has been completed and every individual product is tested even with different bundled combinations. Approval is subject to the TIC body’s assessment and a report may be issued.
Can multiple child ASINs under one parent ASIN be covered within a single test report?
Answer: Each child ASIN must have supporting test evidence. All may be consolidated into one report, provided full coverage is achieved.
The seller operates 5 stores selling identical products, but with different ASINs and seller legal names. Can the same report be used?
Answer: Product safety must be verified and manufacturer consistency confirmed with supporting documentation to prove affiliation. It may be accepted if the manufacturer is identical.
Sellers may check via Help pages or compliance reference tools to determine whether their products require compliance testing through designated TIC bodies. Select a TIC body, choose the laboratory shipping address, contact the TIC for quotation, send samples and wait for test completion. Results will be automatically submitted to Amazon.
Email：Kobe@xinwei-test.com
