Last Updated: April 10, 2025
Did you know that the toy category is one of the highest-earning on Amazon? With the global toy market valued at around $100 billion, it’s no surprise that many sellers want to tap into this demand by trying to sell toys on Amazon.
However, selling toys on Amazon isn’t a simple walk in the park; it doesn’t involve just finding a toy and listing it for sale instantly. There are regulations and compliance requirements that need to be met before you can launch your toy-selling business.
The good news? You don’t have to figure it out alone.
In this blog post, our Amazon agency will discuss everything you need to know to get approved to sell toys on Amazon, from category requirements to sourcing tips and best practices. Whether you’re a new seller or looking to expand into the toy market, we will help you understand the process.
Table of Contents
Selling Toys on Amazon
The toy industry is booming, with global sales in the hundreds of billions and brands like LEGO and Bandai Namco generating impressive revenue year after year. From building sets to collectibles and interactive learning kits, there’s something for every type of buyer.
On Amazon, Toys & Games is consistently one of the most in-demand categories. This popularity gives sellers a chance to reach a large, diverse customer base, especially during peak seasons like holidays and back-to-school.
What Does Amazon Consider as Toys?
Amazon has specific guidelines for categorizing products as toys, distinguishing between items meant for children and those intended for broader or collectible purposes. For a better understanding of how Amazon defines this category, here is a list of common subcategories that fall under Toys and Games:
| Toy Category | Description |
|---|---|
|
Action Figures & Statues |
Collectible figurines and statues from popular franchises, suitable for both play and display. |
|
Building & Construction Toys |
Includes block sets and advanced construction kits that encourage hands-on building skills and creativity. |
|
Dolls & Accessories |
Features a wide variety of dolls, from baby dolls to fashion dolls, along with accessories like clothing, furniture, and playsets. |
|
Educational & STEM Toys |
Toys that foster learning and development, including STEM kits, interactive learning sets, and educational games for various age groups. |
|
Games & Puzzles |
Includes a broad range of board games, card games, puzzles, and brain teasers, suitable for family entertainment and solo challenges. |
|
Outdoor Play Equipment |
Toys that are designed for outdoor activities, such as swing sets, slides, water toys, sports gear, and backyard games. |
|
Preschool & Toddler Toys |
Age-appropriate toys for young children, focusing on safety, developmental skills, and simple interactive play. |
|
Remote-Controlled Toys & Drones |
Motorized toys including remote-controlled cars, boats, drones, and helicopters, offer hands-on fun for older children and adults. |
|
Arts & Crafts Kits |
DIY craft kits that inspire creativity, including painting, clay modeling, sewing kits, and other hands-on art projects. |
|
Stuffed Animals & Plush Toys |
Soft, huggable toys for comfort and play, often designed to resemble animals, characters, or other comforting shapes. |
|
Vehicles & Miniatures |
Includes small replicas of cars, trucks, trains, and construction vehicles, allowing for imaginative play and collection. |
|
Novelty & Gag Toys |
Fun and humorous items for pranks, tricks, and light-hearted entertainment, such as slime, glow sticks, and novelty gadgets. |
Pros of Selling Toys on Amazon
With the endless possibilities offered by the toy category, selling toys on Amazon can be a lucrative and fulfilling venture. Here are the main pros of selling toys on Amazon:
- Toys remain a popular category year-round, with demand peaking during holiday seasons like Christmas, birthdays, and back-to-school.
- Toys appeal to a wide audience, including parents, gift-givers, educators, and collectors, allowing sellers to target multiple customer segments.
- From educational toys to collectibles, there’s a vast variety within the toy category, enabling sellers to cater to niche markets or offer a diverse selection.
- Toys, especially those for younger children, can drive repeat sales as families buy new products for different age groups or occasions.
- Selling toys through Amazon FBA makes it easier to reach Prime customers, who tend to make more frequent purchases.
- The toy category benefits from seasonal spikes, particularly during Q4, which can lead to significant sales growth for sellers who prepare effectively.
Cons of Selling Toys on Amazon
While selling toys offers many benefits, it also poses challenges similar to those faced with other products on Amazon. Here are the cons of selling toys on Amazon:
- The toy category is saturated with established brands and private-label sellers, making it challenging for new sellers to stand out.
- Toys must meet rigorous safety standards, including certifications and age-appropriate labeling, which can be time-consuming and costly to manage.
- Toys experience seasonal spikes, especially during Q4. Sellers need to accurately forecast inventory to avoid stockouts or excess stock.
- Consumers are often price-conscious when buying toys, which can lead to price competition and reduced profit margins.
- Toys are prone to higher return rates, especially after holidays, which can affect profit margins and inventory planning.
- Toy listings are closely monitored for safety and compliance. Violations can lead to listing suspensions, which impact account health and sales.
Requirements to Sell Toys on Amazon
Unlike other categories, Amazon’s toy category has stricter compliance standards, with specific guidelines for different types of toys, covering age labeling, safety certifications, and testing. If a seller wants to sell toys on Amazon successfully, they must understand and follow these rules to maintain account health.
Guidelines for Children's Toys on Amazon
Selling toy products on Amazon for children requires adherence to specific rules and regulations to ensure product safety and compliance. Here’s an overview of Amazon’s requirements for selling children’s toys:
- Safety Standards Compliance: Toys intended for children under 12 must meet specific safety standards, like the Consumer Product Safety Improvement Act (CPSIA) in the U.S. or the EN71 standard in the European Union. Sellers need to ensure their products comply with the standards of the target market.
- Required Documentation: Amazon requires a Children’s Product Certificate (CPC) for each toy, certifying it has passed testing at a CPSC-accepted lab. Test reports confirming compliance with safety standards are also necessary.
- Age-Appropriate Labeling & Hazard Warnings: Toys must have clear age recommendations, especially for items with small parts that could pose choking hazards. Appropriate hazard warnings should be displayed on the packaging and within the product listing.
- Product Compliance & Authenticity: Amazon prohibits counterfeit products, especially in the toy category. Sellers must source products from legitimate suppliers to ensure authenticity and prevent account suspension.
Guidelines for Collectible Toys on Amazon
Amazon has specific guidelines for collectible toys, which must be rare, exclusive, or one-of-a-kind. Unlike general toys, collectible items follow unique condition types:
- Collectible – Like New: In perfect condition, with intact packaging, though the protective wrapping may be missing.
- Collectible – Very Good: Shows minimal wear, with complete and undamaged instructions.
- Collectible – Good: Exhibits consistent use but is in good condition, with original instructions and no functional issues.
Heavily used or visibly worn items may not be well-suited for Amazon, as the platform emphasizes quality and compliance. Sellers looking to list older or worn collectibles might find better success on platforms like eBay, which caters more specifically to vintage items.
Guidelines for Selling Handmade Toys on Amazon
Handmade toys on Amazon follow unique guidelines tailored to ensure quality and safety, setting them apart from mass-produced items. Sellers need to adhere to these requirements to sell on Amazon:
- Amazon Policies: Handmade toys must comply with Amazon’s general policies, category restrictions, and listing requirements.
- Legal Compliance: Products must adhere to all relevant federal, state, and local laws, especially for children’s products.
- Handmade Category Standards: Sellers must meet Amazon Handmade policies to maintain quality and customer trust.
Guidelines for Selling Toys on Amazon During the Holiday Season
For sellers who want to sell toys on Amazon, it’s important to be aware that Amazon has holiday selling requirements, especially around the peak holiday season. During the Christmas period, toy sales surge, so Amazon imposes specific requirements to ensure customer orders are fulfilled smoothly.
While FBA sellers generally face fewer restrictions, FBM sellers must meet stricter criteria to qualify for holiday toy sales. For instance, during Q4, Amazon requires FBM sellers to have:
- Completed their first sale on Amazon before September 1 of the current year.
- Processed and shipped at least 25 seller-fulfilled orders from mid-August to mid-October.
Additionally, FBM sellers must meet the following performance metrics:
- Order Defect Rate must be below 1%.
- Late Shipment Rate must be below 4%.
- Pre-Fulfillment Cancel Rate must be below 1.75%.
These requirements help ensure that only experienced sellers participate, maintaining high standards for customers during the busy holiday season. If you’re planning to sell toys during this peak period, make sure to review Amazon’s latest guidelines and ensure your fulfillment practices are holiday-ready.
Finding Toy Products to Sell on Amazon
With Amazon’s extensive toy selection, finding a unique product can be challenging. A good strategy is to start with your own interests, as selling something you’re passionate about helps you spot trends and product gaps more easily.
Consider these methods for finding toy ideas:
- Think about toys that align with your interests, such as educational kits, action figures, or puzzle games. If you’re drawn to eco-friendly products, research toys made with sustainable materials to gauge demand.
- Platforms like TikTok and Instagram often highlight trending toys. Monitoring these platforms can help you catch early trends and introduce high-demand toys to Amazon before they become oversaturated.
- Check customer reviews on similar products to find common complaints or desired features. A toy that addresses these gaps could quickly stand out and attract buyers.
Using tools like Helium 10 or Jungle Scout can also help you analyze competition and search volume for toy ideas. Combining your interests with data insights will improve your chances of finding toys that sell successfully on Amazon.
How to Source Winning Toys for Amazon Sales
With Amazon’s strict requirements, sourcing toys that meet all necessary guidelines can be challenging. If you have a winning product idea, the first step is finding a trustworthy supplier.
Platforms like Alibaba and Zignify offer popular ways to locate reliable manufacturers. On Alibaba, you can search for suppliers or submit a Request for Quotation (RFQ) to gather multiple options, while Zignify can help streamline your search with targeted supplier matching.
When evaluating suppliers, look for badges like “Gold Supplier” or “Verified Pro” to ensure credibility, and prioritize those with Trade Assurance, which offers some buyer protection. These trust indicators help you identify reliable suppliers, especially for international payments.
Once you’ve found a few good options, reach out and explain what you’re looking for, including specific features or materials. Requesting a sample is essential; if the quality is lacking, it may reflect the final product.
Plus, it’s also important to build a long-term relationship to ensure consistent product quality and better pricing over time. Strong communication and trust can lead to more favorable terms and help you secure a reliable supply chain for your toy business.
A Guide on How to Sell Toys on Amazon
Selling toys on Amazon involves several essential steps to ensure you meet Amazon’s requirements, maintain high-quality standards, and reach your target customers. This guide will walk you through the key actions you need to take, from setting up your account and sourcing products to optimizing listings and handling fulfillment efficiently.
How to Get Approval to Sell Toys on Amazon
To be eligible to sell toys on Amazon, sellers need to meet several requirements to sell toys and go through Amazon’s approval process if necessary. Here’s a step-by-step guide on how to get started:
- Set Up a Professional Seller Account
To be allowed to sell toys on Amazon, you’ll need a Professional Seller account, which provides access to essential tools like bulk listings, analytics, and advertising options. Have your government-issued ID, tax information, bank details, and a credit card ready. - Add Product Listings
Log into Seller Central, navigate to the “Add a Product” page under the “Inventory” tab, and enter detailed information about your toys, including title, description, and pricing. This step is vital to ensure that your listings meet Amazon’s requirements to sell toys. - Check Toy Category Requirements
Toys have specific Amazon category guidelines, which may include safety standards, age restrictions, and documentation. Familiarizing yourself with these guidelines is essential to being eligible to sell within this category and meeting Amazon’s standards for compliance. - Review Restricted Products Policies
Amazon enforces strict policies for toys, especially regarding safety. Review these policies carefully to ensure that your toys are allowed to sell on the platform. - Look for Brand Restrictions
Some brands require extra steps or permissions. If you’re planning to resell major toy brands, you may need to get approval from Amazon or the brand owner. Examples of restricted brands include Mattel and McFarlane Toys. - Submit Approval Application
If your toy listings require Amazon’s approval process, you can submit the necessary documents through your Seller Central account. Following Amazon’s instructions precisely will help ensure a smooth experience in meeting all requirements to sell toys in this competitive category.
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Best Practices for Selling in the Toy Category on Amazon
When you want to profit on Amazon by selling toys, it’s crucial to approach the market with strategic advertising, well-optimized listings, and a focus on meeting customer expectations. Here are five essential strategies to get started:
- Comply with Safety Standards
Ensure your toys meet essential safety certifications like CPSC to maintain compliance and build trust with customers. Staying updated on Amazon’s safety requirements, especially during peak seasons, minimizes the risk of account issues.
- Optimize Listings with A/B Testing
Use tools like PickFu to A/B test images, titles, and A+ Content for valuable customer feedback. Testing lets you identify what resonates best with your audience, enhancing clicks and conversions.
- Structure Ad Campaigns by Match Type
Organize ads by match types (broad, phrase, exact) to better manage budgets and targeting. Tracking ACoS by match type monthly helps allocate ad spend effectively for optimal returns.
- Highlight Unique Selling Points
Emphasize your product’s unique selling points such as how your toys contribute to skills like STEM or imaginative play to attract parents and caregivers. Including relevant keywords in descriptions boosts visibility and appeals to your ideal audience.
- Capitalize on Seasonal Trends
Align toy listings with peak shopping events like Black Friday, Cyber Monday, and Christmas by incorporating festive keywords and seasonal imagery. During November and December, focus on high-demand categories, including toys, games, and party supplies, ensuring your inventory and listings are fully optimized for holiday-driven purchasing behavior.
Common Mistakes to Avoid When Selling Toys on Amazon
Selling toys on Amazon might seem easy, but even experienced sellers can make expensive mistakes. Knowing about these common errors can help you avoid them and keep your business running smoothly.
Below are some of the most common mistakes toy sellers make and how to fix them:
1. Relying Only on Organic Sales
Like in any other niche, some toy sellers avoid advertising, thinking that search traffic and word-of-mouth will be enough to drive sales. While this may work in the short term, especially for trendy or giftable toys, it limits reach and visibility, particularly in highly competitive niches.
The Solution: To increase visibility and sales, incorporate Amazon ads into your strategy. Start with Sponsored Products, and as you grow, expand into Sponsored Brands and Sponsored Display, optimizing your budget by tracking ACOS and TACOS to ensure profitability while driving more traffic.
2. Poorly Optimized Listings
Some toy sellers think their products will sell themselves and neglect to optimize their listings. Without keyword-rich titles, clear bullet points, and high-quality images, their listings go unnoticed, and customers may struggle to understand the value of their products.
The Solution: Use tools like Helium 10 or Amazon Brand Analytics to identify relevant keywords and update your titles, bullet points, and backend search terms. Incorporate lifestyle and feature-driven images to improve both click-through and conversion rates.
3. Underestimating Seasonality
Many toy sellers overstock for the holidays, overestimating their sales, and are left with excess inventory once the holiday season ends. Without proper planning, they end up with unsold stock that could lead to losses, especially during the slower months of January and February.
The Solution: Use past sales data and trend forecasting tools to plan your inventory more effectively. Consider bundling or discounting leftover stock after the peak season and promoting evergreen toy categories to maintain visibility year-round.
4. Pricing Too High Without Clear Value
There are toy sellers that mistakenly think they can raise their prices just by comparing to competitors, without clearly showcasing why their products are worth the higher price. Without highlighting important aspects like safety, durability, or unique features, customers may feel like they’re being overcharged.
The Solution: Make sure your product listing clearly highlights what sets your toy apart, such as its safety features, premium materials, or customer reviews. Adding extras like gift-ready packaging or bonus items can also help increase perceived value and justify the price.
5. Running Out of Stock
Running out of stock can hurt your sales rank and disrupt your momentum, especially during peak seasons. If stockouts happen repeatedly, it can damage your long-term visibility on Amazon and erode customer trust.
The Solution: Look into the past sales data and market trends to create accurate forecasts. Collaborate with dependable suppliers and consider raising prices slightly for low-stock items to slow down sales while maintaining stock levels.
FAQs About Selling Toys on Amazon
Start Selling Toys on Amazon: Building a Successful Toy Business
Starting a toy-selling business on Amazon offers a lucrative opportunity, but it requires careful attention to Amazon’s rules and regulations. By understanding Amazon’s approval processes specific to toys and following best practices for sourcing, compliance, and marketing, sellers can build a strong foundation in this competitive category.
Whether you’re exploring certain toys and games or launching a brand, adhering to Amazon’s guidelines will ensure you’re well-prepared. Start selling toys effectively and position your business on Amazon for long-term success.
Are you planning on selling toys and games on Amazon? Contact our Amazon agency to help you through the requirements, optimize your listings, and maximize your sales potential.
