Overview

Amazon is stepping up enforcement of the European Union's Responsible Person requirement across all EU marketplaces, and sellers who haven't addressed compliance risk having their listings pulled. Any seller offering CE-marked products in EU countries must designate an EU-based Responsible Person with valid contact details displayed on products and packaging. With active delistings already underway, this is a compliance issue that demands immediate attention from sellers with EU exposure.

What's Changing

• Active enforcement escalation — Amazon is now routinely removing non-compliant listings from EU storefronts including Amazon.de, Amazon.fr, Amazon.it, Amazon.es, and Amazon.nl
• Documentation verification — Amazon may request proof that your designated Responsible Person is legitimate and properly authorized
• Listing suppression — Products without valid Responsible Person information in Seller Central are subject to immediate suppression or removal
• Regulatory penalties — EU market surveillance authorities can independently order product withdrawal, issue fines, or ban products from the market entirely

Understanding the Requirement

The EU Responsible Person regulation falls under Regulation (EU) 2019/1020 on market surveillance and product compliance. Any product entering the EU market under EU harmonization legislation — most commonly identified by CE marking — must have a designated Responsible Person established within the EU. This individual or entity serves as the primary contact for market surveillance authorities and bears accountability for verifying that products meet all applicable EU standards, including documentation, conformity assessments, and labeling.

The requirement covers a broad range of product categories: electronics, toys, personal protective equipment, machinery, medical devices, and essentially any goods carrying the CE mark. If you sell into EU countries in any of these categories, this regulation applies to your business.

Who Can Serve as Your Responsible Person

The Responsible Person must be a legal entity or natural person established within the EU. For EU-based manufacturers, this obligation is already fulfilled by default. For non-EU sellers — particularly those based in the United States, United Kingdom, or China — the options include appointing an authorized representative designated by the manufacturer, working with an EU-based importer, or engaging an EU fulfillment service provider that offers this function.