Overview

From 1 January 2024 the European Union will enforce an updated Product Safety Regulation that supersedes several older directives. The new framework tightens testing, documentation, and labeling obligations for goods sold on Amazon’s EU sites. Sellers who fail to adapt risk having their listings removed, facing account restrictions, and losing revenue.

Key Points

• Compliance start date — All listings created on or after 1 January 2024 must meet the revised safety standards.
• Broader product coverage — The scope now includes consumer electronics, toys, cosmetics, and many items previously classified as low‑risk.
• Digital safety dossier requirement — Every product page must be linked to a downloadable PDF that contains test reports, risk analyses, and a declaration of conformity.
• Accelerated market surveillance — EU regulators can demand proof of compliance from Amazon sellers within 48 hours; failure to respond can trigger automatic blocking of the ASIN.
• Labeling upgrades — Conformity marks such as the CE logo must appear on the primary image and be referenced in the description, with language‑specific warnings for each country where the item is offered.

How the New Product Safety Regulation Works

1. Pre‑market conformity assessment — Before a product is uploaded, the seller must obtain either a third‑party assessment from a notified body or conduct self‑certification if the category allows it. Example: A vendor of Bluetooth earbuds commissions an EU‑accredited laboratory to test RF emissions and battery safety, receiving a CE certificate that validates the product for the EU market.
2. Creation of a digital safety file — All supporting documents—including test certificates, translated user manuals, and the EU Declaration of Conformity—are merged into a single PDF and stored in Amazon’s “Product Safety” portal. Example: A skincare brand compiles a 30‑page dossier containing ingredient safety data sheets, toxicology assessments, and the CE declaration, then uploads it to the portal for each SKU.