Monday, August 20, 2012

Selling Toys on Amazon - 2012 Holiday Season

Toys are a huge seller on Amazon. FBA Sellers usually prepare for the season during the summer. With that in mind, Amazon has released its restrictions and guidelines to gain the ability to sell in this category.

Effective November 13, 2012, only sellers who meet the following performance criteria will be eligible to sell in the Toys & Games category from November 13, 2012 through the first week in January 2013. Webstore sellers are also subject to these guidelines.


  • Your first sale on Amazon.com must be prior to September 17, 2012. The sale does not need to be specific to the Toys store.
  • You must have processed and shipped at least 25 orders during the 60 consecutive days preceding November 1, 2012. The orders do not need to be specific to the Toys store.
  • Your pre-fulfillment cancel rate must be no greater than 1.75% for the trailing 30 days preceding November 1, 2012.
  • Your late shipment rate must be no greater than 4% for the trailing 30 days preceding November 1, 2012.
  • Your order defect rate must be no greater than 1% short term as of November 1, 2012.


  • Your orders that use Fulfillment by Amazon will not be subject to the holiday season restrictions provided your account is in good standing.

    If you currently sell on Amazon, can find your customer metrics in the Performance section of your seller account. If your performance does not meet the above criteria, you now have the opportunity to improve it before the holiday season begins.

    Amazon will provide final notification about eligibility to sell in the Toys & Games store by the middle of November 2012. Then, beginning November 13, 2012, they will monitor the performance and listings of sellers who are approved to sell in Toys & Games during the holiday season. Amazon Services does reserve the right to cancel listings, remove selling privileges, and prohibit the sale of specific products to maintain a marketplace that is safe for buyers.

    Here are some steps you can take to remain eligible to sell in Toys & Games throughout the holiday season:


  • Monitor your customer metrics and take corrective action when necessary.
  • Utilize Fulfillment by Amazon (FBA) to ship products to your customers.
  • Check your orders frequently in the Manage Orders section of your account.
  • Minimize order cancellations; don’t show more stock for sale than you have available to ship.
  • Ship orders and confirm shipment in a timely manner.
  • Ensure your seller policies are up to date.
  • If you work with outside drop-shippers, solidify their SLA commitments for providing prompt shipping confirmation.


  • If you are considering selling toys on Amazon this holiday season, you may want to review the guidelines above again and start preparing. Take action to make any improvement needed if that is necessary. There are many time-sensitive tasks that need to happen before Amazon will allow you to venture into selling toys in the 2012 holiday season.


    Related posts:

    Free Report - Amazon FBA 90-Day Experiment

    Preparing for Holiday 2011 Selling - Podcast

    eBay and Amazon Sales Tracking Spreadsheet

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