Gifts / Sports & Toys

The compliance guidance for Toys and Games is very strict. According to Fordebaker's report, no matter which site Amazon sellers want to sell toys and games on, they must ensure that the product meets and passes all site requirements.

▌One, some requirements for toys and game products

1. This includes special considerations from product certification to packaging items, for example, packaging batteries in a specific way.

2. Amazon sellers should make sure to look for details about specific product types outside of the category itself.

3. Make sure to have a logistics evaluation on "How to ship, pack and ship items through the seller’s own carrier (FBM)", or if the Amazon seller delivers through FBA, make sure you understand all the requirements and the costs associated with this service .

Amazon FBA has specific product preparation requirements for certain categories, and products received at the Amazon logistics center must comply with these requirements. For example, products for babies and children under three years old (such as toys) require special preparation.

If Amazon sellers do not want to prepare this product by themselves, they can pay Amazon to prepare it. To let Amazon prepare the seller's products, Amazon sellers must first enable FBA preparation service in Account Settings.

▌2. Types of products restricted due to security risks

According to Amazon's policy requirements, certain products sold by Amazon sellers on the platform should meet the specified certification standards.

1. Amazon sellers can find products that require additional approval at this link (https://sellercentral.amazon.co.uk/gp/help/external/G200301050?language=en _ GB), and further information required, such as Fidget Spinners (finger tip tops), Squishy Toys, and Hoverboards (hoverboards), etc.

2. If Amazon sellers want to sell safety risk products on other Amazon sites, they may need to meet the different requirements of each site.

3. Amazon sellers need to strictly follow Amazon's terms of service on product types, sell on Amazon, and obtain approved ASIN(s).

Once Amazon sellers are confident that they have met all compliance requirements, they can focus on other listing considerations.

According to Fordebaker, from November 2, 2020 to January 3, 2021, Amazon sellers must meet specific performance criteria for seller fulfillment orders. The performance criteria based on Seller-fulfilled orders include:

1. How many orders were processed and sent.

2. Pre-fulfilment cancellation rate.

3. Late dispatch rate.

4.Order defect rate.

It is worth noting that during the holiday season, the sales qualifications of toys and games are determined separately according to each country. Lanhai Yiguan.com learned that if Amazon sellers sell in multiple countries, the performance criteria will be evaluated for each country.

However, orders using FBA are not subject to holiday sales requirements.

▌Three, some consumers choose toys according to age

In addition to these operational precautions, Amazon sellers also need to in-depth study the specific target group of the product (specific target group), for example, some consumers choose toys according to their age.

1. Age is an important factor in Amazon toy listings, even during holidays. During this period, many older consumers who did not know how to choose gifts for their children would choose gifts based on their age.

2. There are also many consumers looking for gifts that match the age, gender, interests, and developmental stages of children.

It is also worth noting that the rise of unisex and unisex toys allows children to have greater freedom to play and explore without being restricted by gender. This also gives shoppers a wider choice when choosing gifts. For example, STEM (science, technology, engineering, mathematics) and STEAM ("A" for art) toys used to be mainly aimed at boys, but now they take a neutral and inclusive stance.