Amazon GPSR Compliance: Information Required from Sellers includes product and manufacturer identification, the contact details of the EU-based responsible economic operator where required, and relevant warnings and safety information. These details must be accurate, visible in the listing and consistent with the physical product, packaging, instructions and compliance evidence you hold.
Key takeaways
- Regulation (EU) 2023/988, the General Product Safety Regulation (GPSR), has applied since 13 December 2024 to consumer products made available on the EU market.
- An Amazon listing being accepted or published is not regulatory approval of the product by a public authority.
- For distance sales, the GPSR information required for the offer must be clearly and easily accessible before the consumer buys.
- A manufacturer established outside the EU will generally need to ensure that an EU-established responsible economic operator is in place before the product is placed on the market.
- Information shown on Amazon must match the markings, instructions, warnings and compliance evidence that actually relate to the product sold.
Does Amazon require GPSR information from sellers?
Yes. Amazon may request compliance data, suspend a listing, require corrections or ask for documents before or after an offer goes live. Those marketplace checks do not replace the manufacturer's legal duties or scrutiny by market-surveillance authorities.
Regulation (EU) 2023/988 on general product safety governs the safety of consumer products placed on, or made available on, the EU market, including through distance sales. It has applied since 13 December 2024. It sits alongside sector-specific rules: where a product is also covered by specific legislation, such as legislation requiring CE marking, that sectoral legislation remains decisive for the risks it covers.
Amazon is therefore not the source of the legal obligation. The platform operates its own collection and verification processes to reduce the risk of non-compliant products on its marketplace. A published listing can still be reviewed later by Amazon or a national authority.
Imagine a US manufacturer selling a portable lamp on Amazon.de. Holding stock in an FBA warehouse in Germany does not make Amazon the manufacturer or automatically transfer the seller's responsibilities. The lamp may fall under electrical-safety, electromagnetic-compatibility or other CE requirements; its listing must also show the GPSR distance-selling information that applies.
Before publishing or changing several SKUs, use the Marketplace Product Compliance Scanner to identify traceability, safety and compliance information to check in the listing.
Who is covered by Amazon GPSR Compliance: Information Required from Sellers?
Any seller offering consumer products to people in the European Union may be affected. Where the seller, manufacturer or stock is located does not by itself remove GPSR obligations; what matters is, among other things, whether the product is made available on the EU market.
The GPSR covers products intended for consumers, or likely to be used by them under reasonably foreseeable conditions. A seller established in France, a Chinese company shipping to FBA Spain, or a UK brand offering goods through Amazon.fr should therefore assess its obligations.
Why your role as manufacturer, importer or distributor matters
The manufacturer is the natural or legal person that makes a product, or has it designed or made, and markets it under its own name or trade mark. The importer is the EU-established operator that places a product from a third country on the EU market. A distributor makes a product available without necessarily being the manufacturer or importer.
These are not merely commercial labels. They determine the checks you must carry out, the documents you must retain and the action you may need to take if a risk arises. Regulation (EU) 2019/1020 on market surveillance and product compliance provides, among other things, that products within its scope cannot be placed on the EU market without an EU-established economic operator for the products concerned.
A common mistake is to assume that the Amazon seller account or an FBA warehouse is automatically the responsible economic operator. It is not. You need to identify the entity that genuinely fulfils the relevant role for the product and supply chain.
To clarify roles across manufacturing, import, storage and sales countries, the EU Market Entry Compliance Assessment helps you organise the checks before a first shipment or a Pan-EU expansion.
Products with specific rules or exclusions
The GPSR does not replace sector-specific legislation. Toys, radio equipment, electrical products, cosmetics, textiles and batteries may be subject to their own rules, alongside general obligations that apply according to the product and risk.
For example, a toy must comply with Directive 2009/48/EC on the safety of toys. A Wi-Fi device may fall within Directive 2014/53/EU on radio equipment. In either case, CE marking, conformity assessment and related documentation cannot be replaced by a statement in Seller Central.
What GPSR information must appear on an Amazon listing?
For a distance-selling offer, the GPSR requires specified information to be clearly and easily accessible before the purchase is concluded. Prepare it before creating the listing, then check that it remains visible after any listing change or product variation.
Article 19 of Regulation (EU) 2023/988 sets out information for distance offers concerning the manufacturer, the responsible economic operator where the manufacturer is not established in the EU, product identification, and relevant warnings or safety information. See the practical requirements in this guide to GPSR Article 19 online listing information.
Information to prepare for each ASIN or variation
Depending on the product and your role, the listing should be able to show:
- the manufacturer's name, registered trade name or registered trade mark;
- the manufacturer's postal and electronic address;
- where the manufacturer is not established in the EU, the name, postal address and electronic address of the EU-established responsible economic operator;
- product identification, such as an image, type, batch, serial number or another element that enables the product to be identified;
- relevant warnings and safety information in a language that consumers in the target market can easily understand.
The information must fit the actual product. Copying a generic address, naming a company without a mandate, or displaying a warning unrelated to the product risk creates an inconsistency that may be found during a review.
Example: for a children's water bottle, a photograph alone may not identify the exact reference if several materials, caps or batches exist. Prepare a model or batch reference that matches the label and the manufacturer's documentation. If the product has an age or use warning, reproduce it faithfully and clearly in the offer for the relevant country.
Language requirements depend on the applicable legislation and the country of sale. An Amazon.fr listing aimed at French consumers should therefore be reviewed carefully, particularly for safety warnings and instructions where instructions are required.
EU Seller Kit — If you sell on Amazon and need to check a listing first, the Marketplace Product Compliance Scanner helps identify fields and information to verify before publication. If you are a non-EU manufacturer without an EU-established operator, consider the GPSR Responsible Person service, which becomes active only after product review, entity assignment, a signed mandate and active payment.
When do you need an EU GPSR responsible person?
You need a GPSR responsible person where the product must have an EU-established responsible economic operator and no EU-established manufacturer, importer or other qualified operator already fulfils that role. It is not the same as a commercial contact, freight forwarder or Amazon support contact.
The GPSR requires relevant products to have an EU-established responsible economic operator. For non-EU manufacturers, you must establish whether an EU-based importer fulfils that function or whether a responsible person needs to be appointed. GPSR Article 16 and economic-operator obligations explains the expectations around cooperation, information and corrective action.
What the responsible person does, and does not do
The responsible person acts within its legal duties and the applicable mandate. It may cooperate with authorities, verify that certain information exists and help manage product-safety requests. It does not manufacture the product for you or make a product compliant simply by being named.
Nor does a software subscription automatically appoint a responsible person. GPSR representation requires acceptance, entity assignment, a signed mandate and active payment. Check that the contact details shown on the Amazon listing match the entity that has actually been appointed.
If your product bears CE marking, the role may differ. A CE authorised representative may be appointed by written mandate where the applicable sectoral legislation permits it. That service never replaces the manufacturer's conformity assessment, necessary testing, technical documentation or EU declaration of conformity.
How do you prepare a GPSR-compliant Amazon listing step by step?
The safest method is to start with the physical product and its supply chain, then build the Amazon listing from verified evidence. Do not work solely from the fields requested by the platform: they may not cover every applicable obligation.
1. Identify the product and applicable rules
Define the exact reference, function, materials, intended user, target age and accessories. Then establish whether the product is covered by the GPSR alone or also by sector-specific legislation, including CE rules.
Example: a USB charger is not simply an “electronic accessory”. Its voltage, power supply, possible radio functions and countries of sale can change the rules you need to review. The CE marking guide for manufacturers and sellers helps distinguish general obligations from sector-specific requirements.
2. Check every actor in the supply chain
Collect the exact details of the manufacturer, any importer and the EU responsible operator. Ask the supplier who actually makes the product, under which brand, and who is designated for the EU market.
Checking this before you order avoids discovering, after stock arrives, that the address supplied belongs to an intermediary with no regulatory role. Supplier Check centralises identity, payment and delivery information so you can identify inconsistencies for review before placing an order.
3. Build the evidence file before shipment
Keep documents that relate to your product: risk assessment, test reports where needed, specifications, labels, instructions, photographs of the product and packaging, batch traceability, and an EU declaration of conformity where CE legislation requires one. For CE-marked products, see how to prepare technical documentation and compliance evidence.
The documents must concern the version actually sold. A test report for an earlier model, another material or another manufacturer does not automatically demonstrate compliance for your current reference.
4. Enter the listing data and check consistency
Enter the requested information in Seller Central and review the public offer. Compare the listing with the label, packaging, instructions and internal documents: brand name, address, model, warnings and operator details must tell the same story.
5. Organise responses to requests and incidents
Assign someone who can retrieve documents and traceability data quickly. If Amazon or an authority asks for information, an incomplete response can extend a listing block or lead to corrective action. Authorities have market-surveillance powers under Regulation (EU) 2019/1020.
Checklist before publishing on Amazon
- The product reference, model and variations sold are clearly identified.
- The manufacturer is identified by name or trade mark, postal address and electronic address.
- An EU-established responsible economic operator is identified where required.
- The displayed contact details belong to an entity genuinely authorised to fulfil that role.
- Warnings, age restrictions and safety instructions fit the product and target country.
- The product, packaging, instructions and Amazon listing use consistent information.
- Compliance documents relate to the version and supplier actually used.
- A process exists to retrieve batch information, handle complaints and take corrective action where necessary.
What documents can Amazon or an authority request?
Amazon may request documents for its internal checks, while an authority may request information and evidence as part of market surveillance. The exact list depends on the product, your role and the sector-specific legislation that applies.
For a consumer product mainly covered by the GPSR, prepare at least the material needed to identify the product, assess its risks, demonstrate traceability and show who holds responsibilities in the EU. For a CE-marked product, expect to provide technical documentation and, where legislation requires it, an EU declaration of conformity.
Documents to file by product reference
Keep, in particular:
- the manufacturer's identity and contact details;
- the importer's or responsible person's contact details, where applicable;
- photographs of labels, product, packaging and instructions;
- batch references, serial numbers or other traceability data;
- the risk assessment and risk-reduction measures;
- relevant test reports, certificates or assessments;
- the EU declaration of conformity for products subject to CE legislation;
- records and evidence relating to corrective action, returns or safety incidents.
A standalone certificate is not always enough. The European Commission's Blue Guide on the implementation of EU product rules (2022) explains the framework for economic-operator responsibility, documentation and product traceability.
For imported products, keep product-compliance records separate from customs and tax records. They work together, but they do not replace one another. If you ship stock to FBA from outside the EU, the EU stock import guide for ecommerce sellers helps you organise EORI, customs, VAT and logistics alongside product compliance.
How much work is involved, and which Amazon mistakes should you avoid?
The effort depends mainly on the number of product references, variations, sales countries, suppliers and applicable rules. The work is less about completing an Amazon field than building a reliable product file and maintaining it when the product or supply chain changes.
Do not rely on a price, timeframe or approval promise to assess the work: requirements vary by product and by the evidence already available. Review EU Seller Kit plans and services to compare the available options for your situation.
Mistakes that often lead to a block or correction request
Using a third party's details without a mandate. An EU address is not a generic solution. The named entity must genuinely be the relevant operator and accept that role.
Reusing supplier documentation without checking the model. A change to the battery, material, charger, mould or subcontractor can make existing evidence unsuitable.
Confusing GPSR with CE marking. The GPSR does not authorise you to affix CE marking. Conversely, CE marking does not remove the need to provide distance-selling information and relevant warnings.
Ignoring variations. A colour may be purely cosmetic, but a different size, composition or power supply can alter risks, labelling and the documents needed. Treat every material variation as a reference to review.
Overlooking parallel obligations. An electronic product may also trigger obligations relating to waste electrical and electronic equipment under Directive 2012/19/EU on WEEE, as well as national registration or extended producer responsibility requirements. Packaging and storage countries can create separate obligations too.
Which special cases should you plan for with Amazon FBA and CE-marked products?
Amazon FBA makes storage and fulfilment easier, but it does not replace an assessment of your obligations. When you import stock into the EU, you need to consider product compliance, customs, VAT and the rules of the country where stock is held.
If you ship from Shenzhen to an FBA warehouse in Germany, you should determine who acts as importer, prepare customs formalities and check tax obligations arising from storage. An EORI number may be needed for customs operations; the European Commission explains its purpose on its official page on Economic Operators Registration and Identification (EORI).
The Amazon FBA guide to EORI, customs and VAT explores those issues in more detail. If you need to prepare an application, EORI file preparation helps compile the file; the number itself is issued by the competent customs authority.
Products that require CE marking
For a product subject to CE legislation, the manufacturer must carry out the applicable conformity assessment, prepare technical documentation, arrange necessary testing and sign the EU declaration of conformity where required. Your Europe guidance on CE marking sets out the general principles.
A CE authorised representative, where permitted by the applicable legislation and appointed in writing, does not perform those tasks in place of the manufacturer. Equally, adding GPSR information to Amazon does not regularise an electrical product, radio product or toy that lacks the required conformity assessment.
Tools and services to take action
- Marketplace Product Compliance Scanner — analyse an Amazon listing before publication to identify traceability, safety and compliance information to verify.
- GPSR Responsible Person (EU) — use this if you are outside the EU and need a responsible economic operator; activation occurs only after review, entity assignment, a signed mandate and active payment.
- EU Market Entry Compliance Assessment — use this before a first shipment or multi-country expansion to identify GPSR, CE, customs, VAT, packaging and other checks to review.
- EORI file preparation — use this where your import flows require an EORI number or you need to prepare an application for the competent authority.
- EU compliance tools — organise classification, VAT, country, supplier and customs-flow checks around your operation.
Frequently asked questions
Is Amazon my GPSR responsible person?
No. Using Amazon or FBA does not automatically appoint Amazon as the GPSR responsible person. You must identify the economic operator that genuinely fulfils the role for the product and ensure its details are correct in the listing where that information is required.
Does a published Amazon listing prove that my product is compliant?
No. Publication means only that the platform made the offer available under its own processes at that time. Amazon, an authority or a customer may later identify an inconsistency, a safety concern or missing evidence.
Must I show manufacturer details if I sell under my own brand?
Yes. The manufacturer in the regulatory sense can be the person that markets the product under its own name or trade mark. If you place your brand on a product made for you, assess your status and the obligations that follow carefully.
Does the GPSR replace CE marking?
No. The GPSR is a general product-safety regulation, while CE marking arises under sector-specific legislation for certain product categories. A CE-marked product must meet the requirements of the relevant legislation, including the manufacturer's conformity assessment and documentation.
Can I use my freight forwarder's or FBA warehouse address?
Not unless that entity has agreed to, and genuinely fulfils, the relevant regulatory role. A logistics or delivery address alone does not establish responsibility under the GPSR or CE legislation.
Do I need to change the Amazon listing if I change supplier?
Yes, if the change affects the manufacturer identity, responsible operator, product reference, materials, warnings or compliance documents. Even where the product looks similar, check that the available evidence covers the new version and manufacturing site.
Official sources
- Regulation (EU) 2023/988 — General Product Safety Regulation — sets out GPSR obligations, including information required for distance sales.
- Regulation (EU) 2019/1020 — market surveillance and compliance of products — covers market-surveillance powers and the EU-established economic-operator requirement for relevant products.
- Commission Notice — The 'Blue Guide' on the implementation of EU product rules (2022) — explains the EU framework for economic operators, documentation and product traceability.
- Directive 2009/48/EC — safety of toys — sets sector-specific requirements for toys.
- Directive 2014/53/EU — radio equipment — sets sector-specific requirements for products with radio functions.
- Directive 2012/19/EU — waste electrical and electronic equipment — covers WEEE obligations for electrical and electronic equipment.
- European Commission — Economic Operators Registration and Identification (EORI) — explains operator identification for customs formalities.
- Your Europe — CE marking — outlines general CE-marking principles and manufacturer responsibilities.
This content provides general information and does not constitute legal advice.