Overview

The European Union has rolled out the General Product Safety Regulation (GPSR), a sweeping overhaul of product safety rules that directly impacts Amazon sellers listing in EU marketplaces. The regulation replaces the older General Product Safety Directive and places new obligations on anyone selling non-food consumer products to European buyers — including requirements around labelling, traceability, and designating an EU-based Responsible Person. Sellers who fail to comply risk listing suppression, fines, and potential account-level consequences.

What the GPSR Changes

The GPSR modernizes product safety rules across all EU and European Economic Area member states. Critically, it explicitly covers online sales channels, closing a gap that previously allowed some marketplace sellers to avoid the same scrutiny as brick-and-mortar retailers. Whether you sell through your own store or through Amazon, the same compliance standards now apply.

The regulation places direct obligations on manufacturers, importers, and sellers to ensure products are safe, traceable, and properly documented before reaching consumers. This represents a significant shift for third-party sellers who may have previously relied on manufacturers to handle all regulatory requirements.

Key Requirements for Sellers

• Designate an EU Responsible Person — Every product sold in the EU must have an EU-based Responsible Person who serves as the regulatory point of contact. Sellers outside the EU will need to establish a local entity or hire a third-party service.
• Product labelling and traceability — All products must meet labelling standards and include type, batch, or serial numbers so items can be traced through the supply chain and recalled if necessary.
• Display contact information — Products and their packaging must carry contact details for the Responsible Person, manufacturer, and importer where applicable.
• Localized safety information — Warnings and safety details must be provided in the language of each country where the product is sold.
• Update online listings — Amazon product detail pages must display Responsible Person details, manufacturer information, product images for identification, and translated safety warnings.