Overview

The European Union’s revised Battery Regulation took effect on January 1, 2024, requiring every battery and any product that contains a battery to display a CE mark and to be represented by an EU‑based Responsible Person. Amazon sellers who use FBA and do not meet these obligations risk having their listings hidden or removed from all EU marketplaces. Immediate compliance is essential to keep revenue flowing from Europe’s large consumer base.

Key Points

• CE marking required for all battery‑powered items — Even a tiny lithium‑ion cell inside a wireless mouse now needs a visible CE logo confirming conformity with EU safety and environmental rules.
• EU Responsible Person mandatory for non‑EU sellers — Companies outside the bloc must appoint a legally established entity located in the EU to act as the regulatory contact.
• Amazon’s new compliance submission tool — A dedicated page in Seller Central now collects the Responsible Person’s name, address, and contact details, which are shown on the product detail page.
• Active enforcement begins immediately — Listings that lack a CE mark or a registered Responsible Person are being suppressed or deleted as Amazon’s monitoring systems flag non‑compliant ASINs.
• Broad product scope — The rule covers standalone batteries, power banks, toys with button cells, electric toothbrushes, cordless‑tool batteries, and any device where a battery is a component rather than the main feature.

What's Changing

1. Expanded CE marking obligation — All battery‑containing products sold on Amazon EU must now bear a CE symbol. Example: A seller of Bluetooth earbuds that uses a 3.7 V lithium‑ion cell must attach the CE logo to the packaging and list the conformity number on the Amazon detail page.
2. Designation of an EU Responsible Person — Non‑EU sellers must identify a physical EU entity that can provide technical files, answer regulator inquiries, and certify compliance. Example: A U.S. vendor of rechargeable power tools partners with a German compliance consultancy that registers as the Responsible Person and uploads the required documentation.