What Amazon Sellers Need to Know About GPSR Compliance in the EU

Selling on Amazon in the EU gives businesses access to one of the world’s largest consumer markets. But with that opportunity comes a growing list of compliance requirements, especially around product safety.

This guest article from EAS explains one of the most important regulations Amazon sellers need to understand: the General Product Safety Regulation, commonly known as GPSR. As a provider of compliance solutions, EAS works with cross-border sellers navigating EU product safety and marketplace compliance requirements.

GPSR has applied from 13 December 2024 and replaced the previous General Product Safety Directive. Its purpose is to modernise EU product safety rules, especially for online and cross-border sales.

For Amazon sellers, this is not just another piece of legal terminology. GPSR can affect whether your products remain active on Amazon EU marketplaces, what information you must provide in Seller Central, what must appear on your product labels, and who needs to be responsible for your products inside the EU.

In this guide, we explain what GPSR is, why it matters, and how Amazon sellers can get started with product compliance.

What is GPSR?

The General Product Safety Regulation, or GPSR, is an EU regulation designed to make sure that products sold in the European Union are safe for consumers.

It applies to many consumer products sold to EU customers, including products sold through online marketplaces such as Amazon. The regulation is especially important for sellers based outside the EU, because it introduces clear obligations around product safety documentation, manufacturer details, safety warnings, and EU-based responsibility.

In simple terms, GPSR means that sellers need to be able to show:

• who is responsible for the products, which is usually the seller
• who the EU Authorised Representative is
• what the product is
• whether the product has any safety warnings or instructions
• that the product can be traced and supported if there is a safety issue

Amazon has also implemented GPSR-related requirements for sellers. Affected sellers may need to provide an EU-based Authorised Representative, the Authorised Representative’s contact information, manufacturer contact details, and warning and safety information in Seller Central.

Why GPSR matters for Amazon sellers

For Amazon sellers, GPSR compliance is important for three main reasons.

First, it is a legal requirement for many consumer products sold in the EU. The GPSR is part of the EU’s wider product safety framework and aims to ensure that products sold online meet the same safety expectations as products sold offline.

Second, Amazon requires sellers to submit GPSR information before products can continue being sold in EU stores. This means GPSR is not only a regulatory issue; it is also an operational issue for your listings.

Third, GPSR helps protect your business. If a product safety issue occurs, having the right product documentation, responsible contact, and traceability information in place can make it much easier to respond properly.

For Amazon merchants, non-compliance creates serious problems, including:

• listing suppression or removal
• delays when launching new products in the EU
• requests for additional compliance documentation
• increased risk if a product safety incident occurs

GPSR is especially relevant for every seller who are selling or expanding to EU. If you are based outside the EU and want to sell to EU consumers through Amazon, you need to take action to become GPSR compliant and making the required information available.

Does GPSR apply to all Amazon sellers?

Yes, GPSR applies to Amazon sellers who make products available to customers in the EU, unless more specific EU product safety rules apply.

This includes many:

• private label sellers
• brand owners
• resellers
• non-EU sellers selling into the EU
• sellers using Amazon FBA for EU marketplaces
• sellers listing products on Amazon Germany, France, Italy, Spain, Netherlands, Sweden, Poland, Belgium, or other EU marketplaces

What information do Amazon sellers need for GPSR?

While the exact requirements can depend on the product, Amazon sellers should generally be prepared to collect and provide the following information.

1. Manufacturer information

You need to provide your company’s contact details as the party responsible for placing the product on the EU market. This information must be included in the official GPSR documentation, on packages shipped to the EU, and in the relevant Amazon product information. 

Note: The term “manufacturer” can be misleading in this context. For GPSR purposes, this often means the seller, especially if the products are being sold under your own company name or brand and you are using a GPSR compliance service for those products.

2. EU Authorised Representative information

For many non-EU sellers, one of the biggest GPSR challenges is appointing an EU-based Authorised Representative.

Amazon guidance states that sellers may need an Authorised Representative based in the EU for impacted products, and that the Authorised Representatives contact information must be provided on the product label and submitted in Seller Central.

The Authorised Representative is the contact point in the EU for product safety matters. For Amazon sellers outside the EU, this is often one of the first compliance gaps they need to solve.

3. Product identification details

Your products should be clearly identifiable. This includes product type, model number, batch number, SKU, product image, or other information that helps link the physical product to its documentation.

This matters because product safety compliance depends on traceability. If there is a problem with a specific product or batch, authorities and sellers need to be able to identify it quickly.

4. Warning and safety information

If your product requires safety warnings, these need to be available for consumers.

Amazon sellers may also need to submit this information in Seller Central as part of GPSR compliance.

5. Product safety documentation

Sellers should keep relevant product safety documentation available. Depending on the product, this may include declarations, technical files, test reports, product descriptions, safety instructions, or other supporting records.

Not every product will require the same documents, but sellers should not wait until Amazon or an authority asks for information before organising their compliance files.

GPSR and Amazon listings: what changes?

One of the biggest practical changes for Amazon sellers is that GPSR compliance is not only about the physical product. It also affects the information shown online.

The EU wants consumers to have access to key product safety information before they buy. That means online product listings may need to display certain information, such as manufacturer details, EU Authorised Representative details, product identification information, and safety warnings where relevant.

For Amazon sellers, this means GPSR compliance often involves three areas:

• Appointing the EU Authorised Representative
• preparing the right compliance information
• updating physical labels, packaging, or inserts where needed
• submitting the required information in Amazon Seller Central

This is where many sellers get stuck. They may have good products, but they do not have the correct EU contact, documentation, or marketplace-ready information prepared in the format Amazon expects.

How EAS helps Amazon sellers with GPSR

That is where EAS can help.

EAS provides EU and UK compliance automation for businesses selling across borders, including GPSR support for Amazon sellers. With EAS GPSR, sellers can get help with:

• EU GPSR Authorised Representative 
• GPSR documentation
• marketplace-ready compliance information
• GPSR dashboard management
• product compliance setup
• guidance on what information is needed to get started
• ongoing support

This makes GPSR much easier to manage, especially for non-EU sellers who need a practical way to continue selling into the EU.

Sellers can learn more here: Learn more about GPSR

Or register directly here: Register for GPSR 

Final thoughts

GPSR is now an important part of selling products in the EU. For Amazon sellers, it affects more than legal compliance. It can affect your listings, your ability to scale into EU marketplaces, and the way customers and authorities identify who is responsible for your products.

The good news is that GPSR compliance becomes much more manageable when the right information and support are in place.

For Amazon sellers who want to continue selling into the EU without unnecessary disruption, now is the time to make sure GPSR is handled properly.

With practical, ecommerce-focused support designed for cross-border sellers, EAS helps businesses manage GPSR requirements more efficiently. From Authorised Representative services to compliance guidance and marketplace-ready information, EAS supports sellers in staying compliant while continuing to grow in the EU market.

Written by

Emma Stude - GPSR Manager, EAS

Vilma Jaakkola - Marketing & Partnerships, EAS