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Dear valued customers,

As some of you are aware, there have recently been issues with some Soft Touch product listings on the Amazon marketplace. Amazon have been cracking down on items that are in violation of their policies. Many of our items were found to be incorrectly configured on the marketplace with incorrect barcodes (GTIN’s and EAN’s) and have been removed from the marketplace. We have spent the last few weeks working hard to generate a range of new barcodes for core items being sold on Amazon to ensure these are now compliant. These have now been shared with the wholesalers who can provide these to you.

You will also see the new barcodes shown in the product detail page under SHOWCASE. Please log in or sign up to view this.

We also note that some of our items are being incorrectly sold under several different brand names. These listings are being removed by Amazon as they are again in violation of their policy. All future unaltered products sold on Amazon MUST be listed under the Soft Touch brand with the manufacturer being Tillfield Limited. If you are modifying or personalising our products, you MUST seek an exception by writing to us. We are happy to provide a letter of exemption for you if you meet the following criteria:

  • You must have your own valid GS1 membership. (Proof will be required)

  • You must provide your own barcodes if you wish to list an item under your own label.

  • The product must be personalised or modified in a manner that makes it different from the standard item we offer.


Any seller found to be continuing to sell our products under their own label without prior permission will be reported to Amazon to avoid our products being delisted due to non-compliance.

Thank you for your patience and understanding as we work to resolve this matter.

Kind regards,

Soft Touch Babywear

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