Amazon Now Enforcing EU Digital Services Act: What Sellers Need to Know About New Transparency Rules
Amazon began full enforcement of the EU Digital Services Act on 1 May 2024, ending the grace period. Sellers without a verified business identity face immediate listing removal on DE, FR, IT, ES, and NL marketplaces. The KYBC rule requires legal name, registration number, VAT IDs and an EU‑based representative, displayed on product pages.
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
- 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.
Analysis & Recommendations
Why This Matters
Non‑compliant sellers risk having listings hidden or accounts closed, potentially losing access to an estimated €30 billion in annual EU revenue. Verification failures trigger a 48‑hour suppression before full suspension, and Amazon will publicly show the legal name and VAT number on product pages, increasing transparency and regulator scrutiny.
Key Takeaways
- Enforcement started on 1 May 2024; missing verified business data leads to immediate listing removal on the five EU marketplaces.
- KYBC requires uploading legal business name, registration number, incorporation country, and VAT IDs for each EU state where the seller is registered.
- Non‑EU sellers must designate an EU‑based authorized representative; failure results in suspension.
- Verified company name and VAT number will appear on the “Sold by” line of product detail pages across DE, FR, IT, ES, and NL.
Recommended Actions
- →Log into each EU Seller Central account, go to Settings → Account Info, and upload any missing legal name, registration number, and VAT IDs.
- →If you are a non‑EU seller, add an EU authorized representative’s email and address in Settings → Business Information → Authorized Representative.
- →Validate each VAT number via the EU VIES portal, enter it in Settings → Tax Information, and confirm the company name and VAT appear on the product...
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