And why choosing smaller, reputable toy shops may actually be safer for your kids
If you’re a parent, chances are you’ve ordered at least one toy from Amazon — maybe a last-minute birthday gift, maybe something your child saw on YouTube, maybe just because it promised to arrive tomorrow. Amazon has become the default for so many households that it feels almost strange to shop anywhere else. But when it comes to children’s toys, especially toys for babies and toddlers, Amazon’s marketplace model carries real safety concerns that most parents never hear about. These safety concerns were part of drove us to launched Playroom Avenue.
Although Amazon looks like one unified store, a huge portion of the toys sold on the platform actually come from independent third-party sellers, many of whom Amazon does not thoroughly vet before their products go live. In fact, a CNBC investigation found that Amazon’s system has historically allowed toy sellers to list products first and sometimes only provide safety documents weeks later, after sales have already happened. With Amazon's massive reach, this means a toy can be sold to thousands of children before Amazon verifies whether it meets U.S. safety requirements. And because these sellers often ship their products directly to Amazon’s warehouses, the company itself may never touch, inspect, or test the toy before it arrives at your doorstep. Even more concerning, a knock-offs might end up mixed in with authentic products.
This isn’t just a hypothetical worry. The U.S. Consumer Product Safety Commission (CPSC) ruled that Amazon is legally a “distributor” for tens of thousands of products sold by third-party sellers, including more than 400,000 hazardous items involved in recalls. The commission found that Amazon was responsible for distributing products that posed choking hazards, fire hazards, and toxic chemical risks — confirming that unsafe toys are making their way through Amazon’s system. Consumer Reports also highlighted that Amazon challenged this determination rather than simply accepting full responsibility, which underscores the ongoing tension between marketplace convenience and consumer safety.
One of the biggest challenges parents face on Amazon is authenticity. It’s extremely difficult to know whether a toy is the genuine brand-name product you think you’re buying or a lower-quality copy made by an unknown seller. Toys that appear identical in pictures can arrive with different materials, loose parts, or missing safety labels. Investigations, including those reported by Wired, have shown how easy it is for look-alike or counterfeit products to slip into Amazon’s marketplace. Because Amazon’s search results mix legitimate brands with inexpensive, under-regulated knockoffs, parents can’t rely on the platform’s appearance of order to ensure safety.
Then there’s the issue of recalls. When a children’s product is recalled — often because it chokes, breaks, overheats, or contains toxic substances — parents need to know immediately. Smaller toy stores typically contact customers directly or work with brands to make sure buyers receive recall notices. But on Amazon, especially when products come from third-party sellers, customers may never be notified at all. The CPSC has ordered Amazon to create clearer recall procedures precisely because so many consumers were left in the dark.
All of these problems come down to one simple truth: Amazon is designed for speed and volume, not child-specific safety oversight. The system that makes it possible for you to buy almost anything with one click is the same system that makes it possible for untested, unverified, and sometimes unsafe toys to slip into your home.
Buying from smaller specialty toy stores either online or on main street offers a lot more safety, and here is why. Smaller stores like ours highly curate their inventory carefully, choosing brands they trust, products they’ve researched, and manufacturers they have real relationships with. In our case, almost every single brand we carry has been personally tested. We are familiar with the process, the brand, and the quality of the product. We completely avoid ultra-cheap, untraceable, generic toys that flood large marketplaces. Our focus has and will always be on high-quality items that are built to last.
When you shop small, you can always get more information about a toy you are considering. We can tell you whether a toy contains small parts, which ages it’s truly appropriate for, and whether it comes from a brand with a strong safety record. As a mom, I can also make recommendations on toys I have experience with like Connetix, Stapelstein, PlanToys, and many many more.
It’s not that Amazon is “bad” across the board; it’s simply not designed to protect children in the way parents often assume. Convenience can be helpful — but convenience should never come at the cost of safety. When you shop from a smaller, reputable toy store like ours, you’re not just buying a toy. You’re buying peace of mind, authenticity, and a layer of trust that big marketplaces can’t realistically replicate.
And in a world where toys arrive at your door faster than you can read the reviews, that trust might be the safest thing you bring into your home.
Sources:
1. U.S. Consumer Product Safety Commission (CPSC).
CPSC Finds Amazon Responsible Under Federal Safety Law for Hazardous Products Sold by Third-Party Sellers on Amazon.com.
Published July 30, 2024.
This ruling determined that Amazon functioned as a “distributor” for more than 400,000 hazardous products sold through third-party sellers and must comply with federal recall obligations.
Link: https://www.cpsc.gov/Newsroom/News-Releases/2024/CPSC-Finds-Amazon-Responsible-Under-Federal-Safety-Law-for-Hazardous-Products-Sold-by-Third-Party-Sellers-on-Amazon-com
2. CNBC (via Yahoo Tech/Reuters reporting).
Amazon reportedly lists some toys before confirming they're safe.
Published September 11, 2019.
Reporting showed that Amazon sometimes allowed third-party sellers to list toys before submitting required children’s product safety documentation, meaning toys could be sold prior to verification.
Link: https://www.yahoo.com/tech/2019-09-11-amazon-third-party-sellers-toy-safety.html
3. Consumer Reports (Advocacy Division).
Amazon refuses to take legal responsibility for consumer safety, sues federal watchdog agency: Consumer Reports Statement.
Published March 17, 2025.
Discusses Amazon’s legal challenge against the CPSC after being held responsible for hazardous third-party products, illustrating the conflict between marketplace convenience and product safety accountability.
Link: https://advocacy.consumerreports.org/press_release/amazon-refuses-to-take-legal-responsibility-for-consumer-safety-sues-federal-watchdog-agency-consumer-reports-statement/
4. WIRED Magazine.
Bug Zappers Are Swarming on Amazon — and They Might Not Work.
Published June 2021.
While not toy-specific, this investigation highlights systemic issues with counterfeit, mislabeled, and unverified products on Amazon’s marketplace, underscoring risks for any consumer goods category, including toys.
Link: https://www.wired.com/story/bug-zappers-are-swarming-on-amazon/
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