The EU General Product Safety Regulation (GPSR) came into force on December 13, 2024. It replaced the older General Product Safety Directive and introduced stricter requirements for products sold to consumers in the European Union, including products sold through online marketplaces like Amazon.
Who does GPSR affect?
GPSR applies to consumer products sold in the EU. If you are a non-EU seller listing products on Amazon's European marketplaces (DE, FR, IT, ES, NL and others), GPSR affects you directly.
One of the key requirements introduced by GPSR is the EU Responsible Person. Non-EU manufacturers and sellers must designate an EU-based contact point for their products. Without one, Amazon may restrict or remove your listings.
What is an EU Responsible Person?
An EU Responsible Person is an individual or company based in the European Union who acts as the official contact point for your products on the EU market. Their name and address must appear on your product, packaging, or label, and must be entered in your Amazon Seller Central account.
The Responsible Person is not liable for product defects. That responsibility stays with the manufacturer. The RP's role is to hold product documentation, cooperate with market surveillance authorities if contacted, and act as the EU point of contact for your products.
What information does the RP need to hold?
For each product, the Responsible Person must retain:
- The manufacturer's name and contact details
- A description of the product
- Any required test reports or certificates
- Label artwork and instructions
- A declaration of conformity where applicable
This documentation must be kept for 10 years and made available to authorities on request.
What happens if you do not have an EU Responsible Person?
If your products require an EU Responsible Person and that information is missing or invalid, Amazon can restrict or remove affected listings. Market surveillance authorities can also request documentation or corrective action directly.
Does every product need an EU Responsible Person?
Not every product category has the same requirements. High-risk categories such as toys, cosmetics, medical devices, and electrical products have additional sector-specific regulations on top of GPSR. For lower-risk general consumer products, GPSR is typically the main regulation to comply with.
Next steps
If you sell on Amazon EU marketplaces and do not yet have an EU Responsible Person, the first step is to check whether your products fall within a supported scope and then get your RP details in place before your listings are affected.