Selling toys on Amazon: the complete guide [2026]

Amazon is one of the main channels for selling toys online. So, if you too are a seller who wants to increase profit opportunities in this sector, you should consider the possibility of starting to sell toys on Amazon. The timing is favourable: in 2026 the Italian toy market has returned to growth, and Q4 remains the period in which most sales are concentrated.

We have written a practical guide, updated for 2026, that will take you step by step to your first sales in your own country or in the rest of the world.

Selling toys on Amazon in 2026: the essentials

• To sell you need: a Seller account (Professional plan at €39/month excluding VAT, or Individual plan at €0.99 per item, up to 40 items a month) and, for an ongoing business, a VAT number.
• Mandatory compliance: CE marking, EN 71 standards and safety documentation. The new Toy Safety Regulation (EU) 2025/2509, published on 12 December 2025, will replace Directive 2009/48/EC from 1 August 2030.
• In Q4 the category is stricter: in recent years new FBM sellers have had to meet additional criteria (first sale by 1 September, at least 25 orders fulfilled between 15 August and 14 October and tighter metrics). Sellers using FBA are not affected.
• The market: in 2025 the Italian toy market grew by 6% in value and 8% in units (Circana for Assogiocattoli), led by collectibles, licences and construction sets.
• Key Q4 2026 dates: inventory at FBA by 21 October for Black Friday Week, deals by 18 November, Black Friday 27 November, Cyber Monday 30 November, last Prime orders for Christmas on 22-23 December.

The toy market in Italy: the data you need to know

Before getting to the heart of the matter, a little context. According to Circana’s annual report released by Assogiocattoli, in 2025 the Italian toy market grew by 6% in value and 8% in units, a return to positive territory after the previous year’s decline. Italy outperformed the European average (+5% in value and +4% in units).

Here is what is driving the numbers:

Segment	2025 data
Collectibles (action figures, cards and similar)	+37% and 13% of total turnover
Licences (toys and products based on famous brands and characters)	Over 30% of turnover, growing seven times faster than non-licensed products
Building sets (construction)	Fastest growth in turnover among the super categories
Board games	A central segment in Italians’ evenings

In addition, according to Circana, at global level the second half of the year accounts for more than 60% of annual toy sales: that is why anyone selling this category needs to plan Q4 carefully. Another trend not to be underestimated is that of “kidults”, adult consumers who buy toys for themselves.

Selling toys on Amazon: the requirements to get started

Let’s get straight to the heart of the guide and remember that to sell toys on Amazon you need a Seller account.

We won’t dwell here on how to set one up, since we have talked about it many times on this site. We therefore refer you to one of the many focus pieces we have written on the subject, such as this article on how to start selling on Amazon.

We do, however, want to take this opportunity to answer straight away some questions we are often asked on the subject. Namely, can you sell toys on Amazon as a private individual? And is a VAT number always necessary?

Let’s say that, except for a few cases we won’t deal with here (mainly related to occasional sales), to sell toys on Amazon you need a VAT number: your storefront on the marketplace is a real shop open on an ongoing basis. You will therefore need to obtain a VAT number and use an ATECO code consistent with your business which, in most cases, will be code 47.91.10, relating to the retail sale of any product via the Internet. Bear in mind that platforms are required to report to the tax authorities the data of sellers who exceed certain thresholds (DAC7 directive), so it doesn’t pay to “stay under the radar”. For details on VAT, OSS and tax regime, talk to your accountant.

In short, it makes little difference whether you sell your products through your own e-commerce site or through Amazon. In the eyes of the tax authorities you are still doing e-commerce…

Individual or Professional plan: how much it costs to sell on Amazon

During registration you will have to choose between two plans:

	Individual plan	Professional plan
Plan cost	€0.99 per item sold (excluding VAT)	€39 per month (excluding VAT)
Sales limit	Up to 40 items per month	No limit
Suitable for	Occasional sales by private individuals	Ongoing businesses and those who want to use the advanced tools (advertising, reports, promotions)

On top of these costs come the selling fees (the referral fee), which for the Toys & Games category are usually around 15%: always check the updated fee schedule in Seller Central. To understand all the cost items, read the guide to Amazon selling fees.

Creating the Seller account

Once you have registered as a seller on Amazon by choosing between an individual or professional plan, you will need to create and add your products from your Seller Central account. The procedures differ depending on whether or not the toy you intend to sell is already on Amazon. In the first case you can add a new offer by matching the product to the existing one or by scanning the product barcode with the seller app. In the second case (this is the scenario in which you have a new toy brand that is not currently listed on Amazon) you will need to create a new listing and fill in the required details.

Now that your products are on Amazon, you will need to wait for the first order and deliver it to the customer. You can do this in different ways, choosing for example to have Amazon itself store, pack and ship your products through its warehouses (FBA) or to take care of all the activities yourself (FBM).

Once the sale is complete, you will periodically receive the proceeds, minus Amazon’s fees. Easy, right?

Toy safety and compliance: the European rules

Toys are not a category like any other: we are talking about products intended for children, and the safety rules are among the strictest. Even before creating the listing, you must be sure you can prove the compliance of every item. Here is the picture in 2026:

• Directive 2009/48/EC and EN 71 standards. Today toys must comply with the European Toy Safety Directive, bear the CE marking and comply with the harmonised standards (the EN 71 series). You need an EU declaration of conformity and the technical documentation, including laboratory tests.
• New Regulation (EU) 2025/2509. It was published on 12 December 2025 and introduces the digital product passport (with data accessible via QR code or similar), stricter restrictions on chemicals (including PFAS, certain bisphenols and endocrine disruptors) and customs checks based on passport data. Directive 2009/48/EC will be repealed on 1 August 2030, so you have a transition period, but it is already worth choosing suppliers who are adapting.
• General product safety (GPSR). Since 13 December 2024 Regulation (EU) 2023/988 has applied, which requires, among other things, identification of the product and the manufacturer and a responsible economic operator established in the EU. Check which information you must show on the listing and on the product.
• Warnings and age range. Always state the recommended age and include the legal warnings, especially when there are small parts that may pose a choking hazard for young children.

A few details

Amazon may ask you to prove compliance with documents such as the declaration of conformity, EN 71 test reports from a laboratory, purchase invoices and information on the manufacturer or importer. Non-compliant toys may be removed and, in serious cases, the account may be suspended. If you import from non-EU countries, remember that you become the party responsible for compliance, and that since 1 July 2026 a €3 duty has applied to small parcels arriving from non-EU countries for products worth up to €150. Amazon is very strict on counterfeit products: read also Amazon’s fight against counterfeiting.

Selling toys on Amazon during the holiday season: what changes and how to qualify

Even before you start selling toys on Amazon, you will easily realise that a large share of sales in this product category is concentrated in the Christmas holiday season.

It is precisely for this reason that, even if you are skilled at selling on Amazon for most of the year, at the end of the calendar Amazon imposes stricter requirements that sellers must meet if they want to sell toys on its platform.

The reason is simple. It is a particularly important sales peak and Amazon wants to be sure that you are able to deliver the goods its customers order on time and as expected. But what are these requirements?

Although toys are not a restricted category, new sellers must meet certain criteria to fulfil orders via FBM (Fulfilled by Merchant) during the fourth quarter. This requirement only concerns sellers who handle logistics themselves and does not apply to FBA. Those who have used Fulfillment by Amazon exclusively therefore do not need to worry about the criteria we summarise below.

A closer look

Important: Amazon sets dates and thresholds every year and does not always announce them in the same way on all marketplaces. The ones below are the conditions applied in recent seasons (2023 and 2025 are documented by industry guides; in 2023 the FBM application period ran from 2 November to 3 January). For 2026 always check the holiday requirements page in Seller Central and adjust the dates.

Requirement (FBM sellers)	Pattern of recent seasons
First sale on Amazon	Before 1 September (it does not need to be in the toys category)
Orders fulfilled by the seller	At least 25 between 15 August and 14 October
Pre-fulfilment cancellation rate	No higher than 1.75% (reference period: mid-September to mid-October)
Late shipment rate	No higher than 4% (same period)
Order defect rate	No higher than 1% in mid-October

If we apply the pattern to 2026, the window for the 25 orders (15 August – 14 October) has already closed. If you have not met the criteria, the simplest route for this Q4 is to sell via FBA, bearing in mind that for Black Friday Week the deadline for inventory to arrive was 21 October (28 October for the United Kingdom). For next year, however, you’d better start in the summer.

The other quality requirements

The first two criteria are fairly easy to meet. If you are a new seller interested in selling toys on Amazon during the holiday season, you must

• use FBA, or
• use FBM but prove that you made a sale before 1 September, in any category, and that you shipped at least 25 orders between 15 August and 14 October.

To these two criteria Amazon has added three more, more demanding in terms of quality but easy to understand:

• the pre-fulfilment cancellation rate must not exceed 1.75%;
• the late shipment rate must not exceed 4%;
• the order defect rate must not exceed 1%.

Remember that these are not exceptional criteria, since these parameters always apply when fulfilling orders via FBM, with the exception of the pre-fulfilment cancellation rate, which is stricter than usual. These metrics also matter in other respects: for example, they are among the signals Amazon assesses when awarding the Buy Box.

Order cancellation rate

As a rule, Amazon likes the pre-fulfilment cancellation rate for seller-cancelled orders to always be below 2.5%. But for the Christmas holidays Amazon makes this rule stricter, setting a cancellation rate of 1.75%. In practical terms, a seller who receives an FBM order should never cancel it, except in cases of absolute impossibility. One of the most common causes of cancellation is a stock discrepancy: if you sell on several channels, always synchronise your inventory.

Late shipment rate

The late shipment rate tends to rise when order shipments are confirmed after the expected date. If, for example, you received an FBM order on 10 August and the expected ship date is 14 August, but you fulfil the order after that date, the late shipment rate rises and your account metrics worsen.

Order defect rate

The same applies to the order defect rate, made up of all orders with a defect in relation to the total number of orders over a 60-day period. A defect can be:

• an order that results in negative feedback
• an A-to-z Guarantee claim that is not denied
• a credit card chargeback.

The goal of every Amazon seller is to keep this value below 1%.

But how can you tell whether or not you are meeting these requirements? To keep these metrics under control, just go to Seller Central, in the section dedicated to performance and account health, where you can monitor the order defect rate, the late shipment rate and the cancellation rate.

How to sell toys on Amazon from home and quickly

Let’s imagine that you are a new seller and that you are watching the approach of the holiday season with growing concern. Let’s also imagine that you want to meet the above requirements as soon as possible. You don’t want to be caught unprepared for the peak sales season, do you?

Well, selling toys on Amazon from home and quickly is not very difficult, but you may have to make a few compromises (and, above all, you cannot skip the compliance part: even from home you must comply with CE marking, EN 71 and GPSR).

If you want to meet the requirement of 25 FBM orders but haven’t fulfilled many orders yet, try to:

• sell with reduced margins for a limited period. Selling below cost is not a practice we recommend for selling toys online in a sustainable and profitable way, and with Amazon’s new reference price rules you should never inflate list prices only to “discount” them. Sometimes, however, it may be worth giving up margin to build volume quickly, as long as it is a calculated and time-limited choice;
• pause your FBA offers and sell only via FBM. If you sell via FBA, pause this type of offer and continue exclusively with FBM, because these are the only orders that count towards the minimum requirements. This tactic is also temporary: the conversion rate may drop if the listing no longer offers Prime shipping.

The best advice, however, is still to plan ahead: start in July-August, choose a few compliant, fast-moving products and build your first sales before mid-October.

Tips for selling toys on Amazon

Now that we have a little more information on how to sell toys on Amazon, we can take a step forward and look at the best tips to follow.

First of all, we are talking about a constantly evolving segment, with products that meet different interests, age ranges and prices. Among the characteristics of the category, diversity is one of the most interesting: in this class of products we find a varied offer aimed at different demographic groups of customers. Toys range from traditional ones to puzzles, from dolls to the most innovative robotics products, from board games to collectibles. Each of these products includes different offers that can further enrich the catalogue and require a different strategy.

Follow Amazon’s guidelines for selling toys

Secondly, it is essential to strictly follow Amazon’s guidelines to guarantee product safety and compliance. To avoid account suspension, pay particular attention to the following factors:

• Safety standards. Toys on Amazon must comply with the relevant safety standards, such as the European Union’s EN 71. Depending on the target market (for example, if you want to sell toys on Amazon in the USA) it is essential to know and comply with the local rules, which are different;
• Product compliance. Every toy must comply with Amazon’s product compliance guidelines. For example, you will have to state the recommended age range, especially when there are small parts that could pose a choking hazard for young children;
• Product authenticity. Amazon has strict policies against counterfeit products. Breaching these policies can lead to account suspension;
• Approval for some brands. For some very well-known toy brands (such as Barbie) Amazon may require approval before you can sell them: always check whether the ASIN or the brand is subject to restrictions before buying the goods.

Create the product listings

When creating product listings, there are a few general guidelines to follow:

• Title. The product title must be concise but descriptive and must include
  • the brand name
  • the product type
  • the main features
  • any important differentiators.

  Avoid promotional phrases such as “Christmas”, “deal” or “Black Friday”, which are not allowed in titles;

• Product descriptions. Detailed descriptions help potential buyers understand what they are buying. Highlight the item’s main features and benefits and provide detailed information on size, materials, age suitability and safety features;
• Images. High-quality images are essential. Provide images from various angles and include close-ups to emphasise details. Accurately represent colours and sizes. Follow the image rules updated in 2026. Also remember that Amazon has removed the option to add alt text in A+ Content and the Brand Story;
• Keywords. In addition to the title, include relevant keywords throughout the listing, including seasonal ones such as “gift idea” and those related to age or type of play;
• Bullet points. Use bullet points to highlight the product’s main features and benefits. Amazon likes this format a lot and it makes it easier for customers to evaluate your listing;
• Attributes and safety data. Fill in all available attributes (recommended age, warnings, manufacturer information): they are essential for compliance and for AI-based search engines and shopping assistants;
• Compliant claims. Since 27 September 2026 the ECGT directive has applied (in Italy Legislative Decree 30/2026): generic claims such as “eco-friendly” or “sustainable” on toys and packaging must be substantiated.

Choose the price at which to sell toys on Amazon

A key element in selling toys on Amazon is setting your pricing strategy correctly. To determine the pricing of your toys you can assess elements such as:

• Competition. Regularly monitor the prices of similar products to stay competitive. Of course, you shouldn’t always aim for the lowest price, but be aware of the prices charged by other sellers;
• Price range. Identify the price range of similar toys to make sure your product falls within an acceptable range for the budget and preferences of your target. A price that is too high can discourage purchases, while a price that is too low can undermine the perceived value of the item;
• Flexibility. Try to be ready to adjust prices according to changes in demand, the availability of similar products or seasonal trends;
• Margin. Make sure your price covers the cost of the product, Amazon’s fees and any other additional expenses (advertising, the 1.5% fuel and logistics surcharge on FBA fees in Europe, any holiday fee in Germany and the United Kingdom), while still making a profit;
• Promotions. You will occasionally offer promotions or discounts to increase sales and improve your ranking. Make sure they are sustainable and do not significantly eat into your profits.

Pay attention to the reference price rules: since 23 April 2026 the struck-through list price must be verifiable and prolonged promotions (more than 45 days in the last 90) can lower your “typical” price. In addition, when you announce a reduction, the previous price to be shown is the lowest applied in the previous 30 days (Omnibus Directive, transposed in Italy by Legislative Decree 26/2023). Find out more in New Amazon Price Policy: what changes for sellers and how to adapt.

6 tips for managing your toy inventory on Amazon

Among the other strategic elements is managing your inventory. Balancing supply and demand for toys can be complex, but by keeping these elements in mind you will have useful information for more informed decisions.

1. Demand forecasting

Use sales data and market trends to forecast future product demand. Consider factors such as seasonality (toys sell most in the second half of the year), market trends and the marketing campaigns you have planned;

2. Sourcing strategy

Decide how often and in what quantities to restock toys. Take into account supplier lead times, the shelf life of your products, storage costs and sales velocity. For Q4, order 8-12 weeks in advance and send inventory to FBA by the deadlines (21 October for Black Friday in 2026);

3. Safety stock

Always keep a reasonable level of safety stock to protect yourself against unexpected increases in demand or supplier delays. Amazon recommends at least 28 days of inventory based on historical demand. This way you can avoid having to pause or cancel sales, which has a negative impact on your seller rating;

4. Inventory turnover rate

Calculate and monitor the inventory turnover rate, a value that indicates how often your stock is sold and replaced each year. A higher ratio often implies high sales and efficient management;

5. Returns management

Even if you already have experience selling toys in a shop, remember that returns tend to be higher in e-commerce. After Christmas the extended return window runs until 31 January 2027: efficient management ensures that returned stock is quickly processed and put back on sale (read Amazon returns are on the rise: what can we do?);

6. Multichannel selling

If you sell on several platforms, make sure your inventory management system can handle the different channels, synchronising stock levels across all of them to avoid overselling, cancellations and discrepancies.

To find out more, read also Holiday inventory management: the year-end deadlines and Amazon inventory management: a guide to warehouse optimisation.

In ZonWizard you will find the inventory tool designed for all Amazon sellers who want to make it easier to keep track of their inventory and optimise reorders and sourcing. With the help of this tool you will receive smart estimates of when to restock and low-stock notifications, so you never run out of stock and never lose sales on Amazon. You can see it in action here.

Which toys to sell on Amazon

Now that we have a fairly complete set of information on what you need to do to sell toys on Amazon, all that remains is to choose which ones to sell!

Choosing the right toys is a complex process in itself, since many factors influence a product’s popularity and sales performance. Let’s try to identify some of them:

• Brand popularity. Well-known toy brands often have a significant consumer base and an established market presence. However, it is always advisable to stay up to date on licensing terms and the news that concerns them. In 2025 licences accounted for more than 30% of the Italian market’s turnover.
• Sales ranking. Products with a high level of sales in their category tend to sell more frequently than those with a lower level. By looking at the sales ranking you can understand which items are currently most in demand.
• Competition. While it is true that the most popular toys can generate higher sales, it is equally true that a larger number of sellers means more competition. It is essential to assess the competitive landscape before deciding to sell a toy.
• Profit margins. Profitability should be a key factor in your decisions. Use the ZonWizard Profit tool and take FBA fees and surcharges into account.
• Compliance. Choose products with complete documentation (CE, EN 71, instructions, warnings): without it you won’t even be able to publish the listing.
• Current trends. Keep an eye on current trends, because they always hide profitable opportunities. 2025 data point to collectibles, building sets, manga and anime and “kidults” as fast-growing segments. To identify trending products in good time, regularly check
  • trend analyses
  • industry news
  • social media.

Where to find toys to sell on Amazon

Once you have understood which toys to sell online on Amazon, you need to start the sourcing process. In other words, where can you find toys to sell on Amazon?

There are many ways to guarantee a steady supply. Whatever you choose, always ask for purchase invoices, a declaration of conformity and test reports: you will need them to prove the authenticity and safety of the products.

Manufacturers

You can buy toys directly from manufacturers, partly to secure a lower cost. However, this method often requires a substantial investment and the ability to buy wholesale, which not all sellers, especially at the beginning, may have. If you import from outside the EU, remember that you become responsible for compliance.

Wholesale distributors

Wholesale distributors buy products in large quantities directly from manufacturers and sell them on to retailers at discounted prices. Not all of them offer the same value and the expected quality. It is better not to rush your choice, and to check that you can obtain invoices and documentation.

Arbitrage

Retail arbitrage means buying toys from online retailers or shops and reselling them at more advantageous prices on Amazon. The approach can be particularly profitable during sales or clearance events. However, it is not always easy to find toys at prices that guarantee a margin. Some brands are also subject to restrictions on Amazon.

Online marketplaces

Other online marketplaces such as eBay or Alibaba can be ways to buy toys, but you should pay close attention to the authenticity, quality and compliance of the products with European requirements when sourcing from these channels.

Toy fairs and trade shows

Toy fairs and trade shows offer great opportunities to discover new products, meet manufacturers and distributors and negotiate deals, as well as plenty of information on trends. The main international event is the Spielwarenmesse in Nuremberg: the next edition takes place from 2 to 6 February 2027 and is reserved for trade visitors (the 2026 edition brought together 2,313 exhibitors from 68 countries).

Liquidations

Companies that close down often sell their inventory at significantly reduced prices. They can be a great opportunity to get toys at a fraction of their retail cost. However, always check compliance, documentation and authenticity before buying.

Key dates for toy sellers (2026-2027)

Date	What happens
21 October (28 for the United Kingdom)	Deadline for FBA inventory to arrive for Black Friday Week
18 November	Submission deadline for Lightning Deals and Best Deals for Black Friday and Cyber Monday
27 and 30 November	Black Friday and Cyber Monday
22-23 December	Last days to order with Prime delivery before Christmas
25 December	Christmas
6 January 2027	Epiphany: in Italy it is also the day of the Befana, a traditional occasion for giving presents to children
31 January 2027	End of the extended return window
2-6 February 2027	Spielwarenmesse in Nuremberg
1 August 2030	Repeal of Directive 2009/48/EC: from that date only Regulation (EU) 2025/2509 applies

For sales strategies during the peak period, read our complete guide to Black Friday on Amazon.

The most common mistakes made by toy sellers on Amazon

• Neglecting compliance: without CE marking, EN 71 and documentation, you risk having the listing removed or the account suspended.
• Arriving late for Q4: the FBM criteria and inbound deadlines need to be planned as early as the summer.
• Cancelling FBM orders: the threshold during the holidays is much lower than usual.
• Inflating list prices: with the new policy the struck-through price must be verifiable.
• Ignoring costs: fees, FBA, fuel surcharge, advertising and returns reduce your margin.
• Buying goods without documents: without invoices and declarations you won’t be able to prove authenticity and safety.
• Forgetting the recommended age and warnings on listings and packaging.

Frequently asked questions on how to sell toys on Amazon

Can you sell toys on Amazon without a VAT number?

Only for occasional, small-volume sales, with the Individual plan (up to 40 items a month). For an ongoing business you need a VAT number, usually with ATECO code 47.91.10.

How much does it cost to sell toys on Amazon?

The Professional plan costs €39 per month (excluding VAT), the Individual plan €0.99 per item sold. On top of these come referral fees (usually around 15% for toys) and, if you use FBA, fulfilment fees and the 1.5% fuel and logistics surcharge.

What certifications do you need to sell toys?

CE marking, compliance with EN 71 standards, an EU declaration of conformity and technical documentation with laboratory tests. Since 13 December 2024 Regulation (EU) 2023/988 on general product safety has also applied.

What is the new EU toy regulation?

It is Regulation (EU) 2025/2509, published on 12 December 2025. It introduces the digital product passport and stricter restrictions on chemicals (including PFAS and certain bisphenols). Directive 2009/48/EC will be repealed on 1 August 2030.

What requirements do you need to sell toys in Q4?

The requirements concern FBM sellers. In recent years you needed a first sale by 1 September, at least 25 orders fulfilled between 15 August and 14 October, a cancellation rate no higher than 1.75%, a late shipment rate no higher than 4% and a defect rate no higher than 1%. Sellers using FBA are not affected. For 2026, check the dates in Seller Central.

Should I use FBA or FBM to sell toys at Christmas?

With FBA you don’t have to meet the additional Q4 criteria, but you must meet the inventory shipment deadlines (21 October 2026 for Black Friday Week). With FBM you must meet the criteria above and keep your metrics very low.

Which toys sell best in Italy?

According to Circana’s 2025 data for Assogiocattoli, collectibles (+37%), licences (over 30% of the market) and construction sets are growing, while board games remain central. The second half of the year accounts for over 60% of annual sales globally.

How do I keep my account metrics under control?

In Seller Central, in the section dedicated to performance and account health, you can monitor the order defect rate, the late shipment rate and the cancellation rate.

When should you start preparing for Christmas?

As early as the summer: June-July to choose products and check documentation, August-October to build up the required FBM orders and send inventory to FBA.

Do you want to sell other products?

We hope you found these tips useful. If you want to find out more about selling other products, you can check out our guides on how to sell household products on Amazon and how to sell beauty products on Amazon.

Manage your toy sales with ZonWizard

If, on the other hand, you want to make it easier to manage your sales and profits on Amazon with advanced tools, you can try ZonWizard free for 30 days, no credit card required.