GPSR Requirements for Amazon Sellers — What You Need to Know in 2026

Amazon's GPSR Enforcement: What Changed in 2024 and Beyond

The General Product Safety Regulation (GPSR) – EU Regulation 2023/988 – came into full effect on December 13, 2024. This wasn't a suggestion; it was a hard deadline. Amazon, eBay, Shopify, and all major EU e-commerce platforms now require sellers to provide a legally compliant EU Responsible Person (RP) before they can sell certain products.

What was once optional became mandatory. Thousands of sellers worldwide who ignored the warning letters found their listings suspended or their accounts restricted. The window for "I'll do it later" has closed.

Here's what you need to know to stay compliant and protect your business on Amazon EU in 2026.

What Does Amazon Specifically Require?

Amazon enforces GPSR compliance in two critical places:

1. Product Listing Information (Seller Central)

When you create or edit a product listing in Amazon Seller Central, you must now provide the name and address of your EU Responsible Person. This appears in the "Compliance Information" section of your product detail page.

For certain product categories (electronics, furniture, textiles, etc.), Amazon will not allow you to publish the listing without this information.

2. Product Label / Packaging

The GPSR requires that the RP's name and contact information appear directly on the product or its packaging. This is not optional. Amazon's system checks submissions against this requirement – if your packaging doesn't show valid contact information, Amazon may:

• Reject your product for FBA shipment
• Suppress the listing from search results
• Flag your account for compliance review

Your EU RP's details must include: name, street address, and phone/email. A PO Box is not sufficient.

What Happens If You Don't Comply?

Non-compliance carries real consequences. Here's the escalation:

• First warning: Listing suppression or suspension (usually 7-14 days notice)
• Second violation: Account warning and restricted selling privileges
• Repeated non-compliance: Account termination and removal from Amazon EU marketplaces
• Legal exposure: EU regulatory authorities can impose fines up to €10,000+ per non-compliant product

Additionally, if a product causes injury or safety issues and you cannot provide valid RP contact information, you face personal liability.

Step-by-Step: How to Add EU RP Info to Amazon Seller Central

Step 1: Obtain or Appoint an EU Responsible Person

You have two options:

• Hire a service provider: Use a specialized EU RP service (like eugpsr.eu) – typical cost €149–499/year
• Appoint an individual: A EU resident with a real address (friend, relative, local representative)

A service provider is recommended because they handle all compliance documentation, respond to regulatory authorities, and manage your legal responsibilities. This protects you from personal liability.

Step 2: Log Into Amazon Seller Central

Navigate to Inventory > Manage Your Inventory. Select the product that needs RP information.

Step 3: Edit the Product and Find "Compliance Information"

Click "Edit" > "Product Information". Scroll down to the "Compliance and Safety" section. You'll see a field labeled:

• "EU Responsible Person Name"
• "EU Responsible Person Address"
• "EU Responsible Person Contact Email" (or phone number)

Some product categories display these fields automatically; others you may need to enable via "Add Information."

Step 4: Enter the RP Details

Enter the full legal name, complete street address (street name, number, postal code, city, country), and working phone or email.

Important: Amazon validates this information against public records. If the address is incomplete or incorrect, the system will flag it.

Step 5: Update Packaging Information

Ensure your product label or packaging displays the same RP information. Upload a new product image or packaging mockup showing:

• RP Name
• Street Address (with postal code and country)
• Email or phone

Amazon's systems scan product images for compliance text, so make sure it's visible and legible.

Step 6: Save and Review

Click "Save" and allow 2–4 hours for Amazon to process and validate your updates. If there are errors, Amazon will send a notification with specific requirements.

What About Other Platforms? eBay and Shopify

eBay EU Seller Requirements

eBay also requires GPSR compliance but with slightly less strict automation:

• RP information must appear in the "Item Specifics" or "EU Compliance" section of your listing
• Product images should display the RP details
• eBay provides a grace period for existing sellers but will enforce it strictly from 2026 onward

Shopify GPSR Compliance

Shopify stores selling to EU customers must:

• Display RP information prominently on product pages (typically in the "Product Details" section)
• Include it in order confirmation emails and packing slips
• Ensure it's in product metadata (visible to search engines)

Shopify itself is not liable if you don't comply – you, the merchant, are fully responsible.

Frequently Asked Questions