I can’t tell you what a relief it has been to be able to write Blogs over the past few months without the obligatory reference to something – usually daft – that President Trump has done. Indeed, after his contribution towards finding a solution to the problems in the Middle East, he was on the verge of getting a second positive mention in succession (following my previous comments on his scrapping of the de minimis exemption for cheap Chinese parcels). Alas, it couldn’t last. Just when you thought it was safe to start confirming prices and proposals for 2026, along comes the threat of an additional 100% tariff on Chinese goods entering the US market from November 1st (presumably on top of the existing 30% tariff…).
What followed next was a pattern we’ve seen before. Trump blamed China, China blamed Trump and said they would “fight to the end.” Financial markets dropped at their steepest level since April. More posturing on both sides, then some rowing back by Trump with a throwaway “it will all be fine” comment.
I don’t envy US companies, trying to plan ahead with this scenario rearing its ugly head with alarming regularity every few months. Once again, everyone is left scratching their head, wondering if it’s all just negotiating tactics, or if there is a genuine chance it will come to fruition. My money’s on the former, especially given the timing: Trump knows that most Chinese shipments for the festive season have already landed, and the next big shipping period will come after Chinese New Year. So, he has a window of a few months to threaten the worst, without causing immediate chaos in the US economy. Nevertheless, for those working ahead on ’26 arrangements, the uncertainty is not helping anyone to sign off on plans with absolute confidence.
Back in the here and now, there have been some big changes at Amazon, which has recently introduced a new policy for the toy category, stipulating that product compliance is validated through an Amazon-approved testing company under the Direct Validation program. The requirement applies to all Amazon marketplaces in the US, Canada and Europe.
Essentially, toy sellers can no longer upload compliance documents through Seller Central – everything now has to go through the testing houses. If validation is not completed or the product is non-compliant, there is the threat that the product may be removed or delisted. It will be interesting to see how many products this will apply to in practice – and how many ‘legitimate’ lines might get caught in the crossfire along with the questionable ones which this process is intended to ensnare.
At first glance, it’s a potential goldmine for those lucky testing houses that have been chosen – plus, on the face of it, more work for suppliers and a lot less work for Amazon. And now Amazon arguably has a ‘get out’ clause if there are safety issues with products on its platforms, or if anything gets removed from its platforms… it can just blame the testing houses or companies failing to follow the process correctly. Nevertheless, we should acknowledge the fact that Amazon is taking tangible steps to tighten up its safety protocols and procedures, which ultimately should be encouraged. And isn’t it entirely reasonable that Amazon gives the responsibility for safety evaluation to the experts…?
I’m curious to hear from suppliers and retailers who sell via Amazon as to whether this move is seen as a positive or a burden which creates an additional layer of admin and risk of delisting.
Elsewhere, the relentless march towards Christmas continues apace.
Read the rest here.
