The General Product Safety Regulation, or GPSR, has been mandatory across the entire European Union since December 13, 2024. It is based on EU Regulation 2023/988, which replaces the previous General Product Safety Directive. For Amazon sellers, this means anyone selling products in the EU must meet the new requirements or face listing removal, account flags, or in the worst case, account suspension.
What Is the GPSR?
The GPSR is an EU regulation designed to ensure that all consumer products sold on the European market are safe. It applies to virtually all physical products sold to end consumers. The regulation replaces the former General Product Safety Directive and introduces stricter requirements, particularly for online commerce.
The core principle: every product sold in the EU must have an economic operator responsible within the EU. This EU Responsible Person is accountable for ensuring the product meets safety requirements and is reachable in case of issues.
The Role of the EU Responsible Person
One of the central new requirements is the obligation to designate an EU Responsible Person. This role can be fulfilled by different actors:
- The manufacturer itself, if it is established in the EU
- The importer, if they bring the product into the EU
- An authorized representative formally mandated by the manufacturer or importer
The responsible person must be indicated on the product or packaging with their name, brand name (if different), postal address, and electronic contact information. This information must be permanent and easily legible.
Labeling Requirements and Hierarchy
The GPSR establishes a clear hierarchy for the placement of required information. The details must be provided in the following order:
- On the product itself - this is the preferred and primary option
- On the packaging - when placement on the product is not possible or practical
- In an accompanying document - as a last resort when neither product nor packaging are suitable
In addition to identifying the EU Responsible Person, products must carry a unique product identifier (e.g., model number, article number, or barcode) to ensure traceability. Certain product categories come with additional requirements such as warnings or instructions for use in the local language.
Amazon Compliance Dashboard
Amazon has set up a dedicated dashboard for GPSR compliance. You can find it in Seller Central under Performance > Account Health > Manage Your Compliance. Here you can enter the necessary EU Responsible Person information and check the compliance status of your products.
In the dashboard, you can enter and manage the following information:
- EU Responsible Person data: Name, address, and contact information of the responsible economic operator
- Product safety information: Warnings, instructions for use, and safety data sheets
- Product identifiers: Model numbers, GTINs, and other unique identifiers
- Compliance documentation: Test reports, declarations of conformity, and certificates
We recommend proactively entering this data rather than waiting for Amazon to request it. Proactive action protects you from unexpected listing deactivations.
Exemptions from the GPSR
Not all product categories fall under the GPSR. The following products are exempt from the regulation because they are covered by more specific EU legislation:
- Medicinal products and medical devices (governed by their own EU regulations)
- Food and animal feed (governed by the General Food Law Regulation)
- Plant protection products (governed by the Plant Protection Products Regulation)
- Antiques and historical products that obviously cannot meet current safety standards
- Products clearly marked as needing repair before being made available to consumers
If your products fall into one of these categories, the specific regulations of the respective industry apply. When in doubt, we recommend seeking legal advice.
Consequences of Non-Compliance
Amazon takes GPSR enforcement seriously. The consequences for non-compliance are graduated and can escalate quickly:
- Listing removal: Amazon can deactivate individual listings without warning if the required GPSR information is missing
- Account flags: Repeated violations lead to Account Health flags that negatively affect your selling privileges
- Account suspension: In severe or repeated cases, temporary or permanent suspension of the seller account is possible
In addition to Amazon's internal measures, market surveillance authorities of EU member states can impose fines and take further legal action. The GPSR gives authorities expanded powers to act against online marketplaces and their sellers.
Checklist for Amazon Sellers
To be GPSR-compliant, we recommend the following steps:
- Check whether your products fall under the GPSR or qualify for exemptions
- Designate an EU Responsible Person and ensure their contact details are correct and current
- Update product labeling according to the hierarchy: product, packaging, accompanying document
- Enter all required data in the Amazon Compliance Dashboard
- Document your compliance measures for potential audits
- Regularly check if Amazon has added new requirements
Find more information on regulatory topics in our glossary. If you need support with implementation, take a look at our services.