Overview

Amazon has begun full enforcement of the European Union’s Digital Services Act (DSA) across all EU marketplaces as of early May 2024, ending the previous grace period. Sellers who do not have a verified business identity on file now risk immediate suspension of listings or account closure, making rapid compliance essential.

Key Points

• Active DSA enforcement — Amazon stopped the grace period on 1 May 2024, and any seller lacking verified business data now faces immediate listing removal on EU sites.
• KYBC requirement — The “Know Your Business Customer” rule obliges Amazon to collect, verify, and publicly display seller identity details to consumers in Germany, France, Italy, Spain, and the Netherlands.
• Full business disclosure — Sellers must upload legal business name, registration number, incorporation country, and VAT IDs for each EU state where they are registered.
• EU representative mandate — Non‑EU sellers are required to designate an EU‑based authorized representative who will act as the point of contact for regulators.
• Public transparency — Verified information, such as the company name and VAT number, will appear on product detail pages and seller profile pages across the five marketplaces.
• Suspension risk — Non‑compliant accounts can be temporarily suppressed or permanently closed, cutting off access to an estimated €30 billion annual sales volume for many cross‑border sellers.
• Cross‑border revenue protection — Maintaining compliance safeguards access to an estimated €30 billion in annual sales across the five EU marketplaces, preventing revenue loss from sudden account closures.
• Regulatory alignment — Amazon’s DSA enforcement aligns the marketplace with EU consumer‑protection laws, reducing legal exposure for sellers who previously operated with limited transparency.

What's Changing

1. Data collection deadline passed — After 30 April 2024, Amazon no longer accepts delayed submissions, so sellers who missed the window see their listings hidden on all EU storefronts.