Navigating Amazon’s “Customer Trust and Safety” Program: A Guide for Toy Sellers

Amazon’s e-commerce dominance depends on one nonnegotiable foundation: trust. Buyers expect safe, reliable products, and sellers who fail on safety will be penalized. In September 2023, Amazon strengthened that foundation by launching the Customer Trust & Safety Program, with particular focus on high-risk categories such as toys. For U.S.-based toy sellers, understanding and complying with this program is no longer optional — it’s essential for survival.

Why Amazon Introduced the “Customer Trust & Safety” Program

The decision to roll out this program stems from compounded pressures in the online marketplace:

  • Product safety risks: Toys pose higher liability because children are vulnerable; defects, choking hazards, or harmful chemicals can cause serious harm.
  • Counterfeits & noncompliance: Amazon’s platform has long struggled with counterfeit or uncertified goods, especially in categories appealing to kids.
  • Consumer confidence & legal exposure: Ensuring that toys meet rigorous standards (beyond just marketplace rules) helps Amazon maintain brand reputation and reduce legal risk.

By requiring external, third-party certification from accredited labs, Amazon not only enforces safety but also “outsources” validation to domain experts. This aligns it more closely with competitors like Walmart or Target, which already enforce strong certification regimes in higher-risk product lines.

Key Requirements for Toy Sellers Under the Program

Immediate External Certification Mandate

Amazon now requires that all toy sellers submit proof of third-party certification (from Amazon-approved labs). This is not optional. At a minimum, your certifications must validate compliance with:

  • ASTM F963 (U.S. toy safety standard)
  • CPSIA (limits on lead, phthalates, etc.)
  • Small Parts / Choking Hazard regulations (for children under age 3)

If you fail to supply valid documents by the deadline, your listings may be delisted, or your account could face temporary or permanent suspension.

Annual Renewal & Periodic Audits

Certification is not a one-and-done affair. Sellers must:

  • Renew certifications every 12 months
  • Be prepared for Amazon-requested re-testing or audits if:
      • Customer complaints suggest a safety issue
      • Regulatory standards change
      • Seller’s compliance history is flagged

Exemptions for “Reliable Manufacturers” (with Caution)

Amazon allows that some established suppliers — those with clean safety records and certified practices — may receive lighter oversight. However:

  • The criteria remain undisclosed
  • Even trusted sellers should maintain full documentation, as Amazon may audit them unexpectedly
  • Don’t assume an exemption is given — treat it as a possible but unreliable hedge

How to Obtain External Certification: Step by Step

Step 1: Select Amazon-Approved Testing Labs

Amazon has vetted a roster of Testing, Inspection, and Certification (TIC) bodies (e.g. SGS, Intertek, TÜV) to handle this process.
As of October 2025, SGS became an Amazon TIC Direct Validation body, meaning it can submit validated test results directly to Amazon. 

Avoid laboratories not on Amazon’s approved list — using them could cause your certifications to be rejected.

Step 2: Submit Products & Documents for Testing

The lab will evaluate your product for:

  • Mechanical and structural hazards (sharp edges, small parts)
  • Flammability
  • Chemical content (lead, heavy metals, phthalates)
  • Labeling, warnings, age grading compliance

Testing costs vary depending on complexity, but typical fees range from $500 to $2,000+ per SKU.

Step 3: Direct Validation / Submission to Amazon

Under the new “Direct Validation” model, approved TIC bodies now upload test reports and certifications to Amazon’s system themselves, rather than sellers doing so manually. 

Your job is to provide accurate data: lab name, accreditation details, SKU mapping, samples, invoice history, etc.

Step 4: Monitor Policy Changes & Audits

Amazon’s rules and regulatory environments evolve. Stay plugged into:

  • CPSC regulatory alerts
  • Amazon’s updates to toy policies
  • Notifications in your Account Health dashboard

Promptly respond to any audit request or policy change.

Broader Implications for eCommerce Brands

Short-Term Challenges

  • Cost burden: Small sellers may struggle to absorb testing expenses.
  • Time delays: Certification can delay product launch or replenishment.
  • Operational complexity: Managing multiple SKUs, lab logistics, and document workflows is administratively heavy.

Long-Term Opportunities

  • Brand credibility: Certifications become a differentiator — you can market your toys as “third-party certified.”
  • Customer trust: Safety-conscious parents will prefer certified products.
  • Global expansion: Meeting U.S. standards may ease entry into other regulated markets (EU, Canada, etc.).

Forward Outlook: Expecting Expansion Beyond Toys

Amazon’s new trust & safety model is likely a pilot. Over time, similar certification requirements may extend into:

  • E-mobility devices (e-scooters, electric bikes)
  • Consumer electronics (especially those with batteries)
  • Cosmetics, beauty, personal care

If you sell or plan to sell in these categories, building your compliance infrastructure now gives you a head start.

Stay Compliant, Protect Your Business

Amazon’s Customer Trust & Safety Program represents a regime shift for toy sellers. The price of noncompliance is steep — delistings, suspensions, or worse. But if you treat safety compliance as a competitive advantage, you can turn risk into trust.

At 1981 Tech, we specialize in helping U.S. toy sellers:

  • Select and validate labs
  • Set up compliance workflows
  • Monitor audits and renewals
  • Prepare for expansion into other regulated categories

Want help securing your toy listings today? Contact us for a free compliance audit and turn Amazon’s safety mandate into a strategic edge.

FAQs About Amazon’s Customer Trust & Safety Program

Q1: What happens if I don’t provide certification?
Amazon may delist affected ASINs and suspend your account. Continuous noncompliance can lead to permanent suspension.

Q2: Can I use certifications from labs not approved by Amazon?
No — only reports from Amazon-approved TIC labs (or those validated under Amazon’s Direct Validation program) are accepted.

Q3: How frequently must certifications be renewed?
Annually. Additionally, Amazon may require extra tests or audits under certain conditions.