Overview

The European Union's General Product Safety Regulation (GPSR) establishes comprehensive safety requirements for most non-food consumer products sold within EU member states. For Amazon sellers listing products on Amazon Haul in the EU, understanding and complying with this regulation is essential — non-compliant listings risk removal from EU stores entirely. This article breaks down the key GPSR requirements and the specific steps sellers need to take to keep their products available for sale.

Key Points / What Sellers Need to Know

• Broad product scope — The GPSR applies to virtually all non-food consumer products offered for sale in the EU, with only narrow exceptions for categories like medicinal products, food and beverages, animal feed, and plant protection products.
• EU-based responsible person required — Every product sold in the EU must have a designated responsible person established within the EU, such as the manufacturer, importer, authorized representative, or fulfillment service provider.
• Labeling is mandatory — Products must display manufacturer and responsible person contact details, including postal and electronic addresses, in an official EU language.
• Product identifiers needed — Sellers must mark products with at least one identifier such as a type number, batch number, serial number, EAN, GTIN, or manufacturer part number.
• Warning and safety information — Products must carry all required warnings and safety information as mandated by applicable EU directives and regulations.
• Non-compliance means delisting — Amazon will remove listings from EU stores if they detect GPSR non-compliance, including cases where submitted information is found to be invalid.

How the GPSR Works

The General Product Safety Regulation builds upon the earlier General Product Safety Directive and consolidates provisions from multiple existing EU directives and regulations into a single, unified framework. It applies across all EU member states and covers the full lifecycle of consumer products, from design and manufacturing to distribution and sale. The regulation places obligations on manufacturers, importers, authorized representatives, distributors, and online marketplaces alike. Notably, the GPSR does not apply in the United Kingdom, Switzerland, or Norway, though sellers targeting those markets may still need to comply with separate national regulations.