GPSR checklist for Amazon sellers (2026)

Checked 2026-07.

Since 13 December 2024, Regulation (EU) 2023/988 (GPSR) requires every non-food consumer product sold into the EU or Northern Ireland to carry manufacturer contact details, an EU-based responsible person when the manufacturer sits outside the EU, and warnings in the buyer's language — and Amazon enforces this at listing level, deactivating ASINs whose compliance fields are empty. Checked 2026-07.

Lovat handles the registration side for you — the EU responsible person and the compliance paperwork Amazon asks sellers to evidence on every listing.

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Requirement	What Amazon asks for	Where to provide it
Manufacturer contact	Name, postal address and email of the manufacturer (GPSR Article 19)	ASIN-level manufacturer contact record (gpsr_manufacturer_reference) in the compliance workflow, or bulk feeds
EU responsible person	Name, postal address and email of an economic operator established in the EU or Northern Ireland — required whenever the manufacturer is outside the EU	SKU-level responsible-person field (dsa_responsible_party_address); up to 5 RPs per manufacturer record
Safety attestation	Your declaration of whether the product requires warnings or safety instructions	gpsr_safety_attestation field in the listing's compliance section
Warnings and safety documents	Warning texts, safety information or manuals in the language of every country of sale	compliance_media uploads (types include safety_information, user_manual, instructions_for_use) with a language tag
On-product traceability	Manufacturer + RP details, a type, batch or serial number, and translated warnings on the product, packaging or accompanying document	Your physical product — not a Seller Central field, but authorities and Amazon can demand evidence

What Amazon actually enforces under GPSR

The GPSR — Regulation (EU) 2023/988 — replaced the 2001 General Product Safety Directive and applies from 13 December 2024. Its scope is deliberately wide: virtually every non-food consumer product sold into the EU or Northern Ireland, whether new, used, repaired or reconditioned, with only narrow exclusions (medicinal products, food and feed, plant protection products, living plants and animals, aircraft, antiques). If you sell physical goods on Amazon's European marketplaces, assume you are in scope.

Two articles drive Amazon's behaviour. Article 19 makes the online offer itself carry compliance data: the manufacturer's name, postal address and email; where that manufacturer is not established in the EU, the name and contact details of an EU-based responsible person; information identifying the product, including a picture, its type and any other identifier; and any warnings or safety information, in the language of the country of sale. Article 22 obliges online marketplaces to cooperate with market-surveillance authorities and to remove non-compliant offers.

That second obligation is why Amazon enforces at listing level rather than taking sellers at their word: an offer with missing manufacturer or responsible-person data is a legal exposure for Amazon itself. So the platform collects the data as structured listing attributes and deactivates ASINs that lack them. Amazon's own mandate took effect on 13 December 2024 across its EU storefronts (Germany, France, Italy, Spain, the Netherlands, Belgium, Sweden and Poland at the time of the mandate) and also covers Northern Ireland orders on amazon.co.uk.

The compliance fields Amazon demands, listing by listing

Amazon translated Article 19 into concrete listing attributes. At ASIN level you provide the manufacturer's contact record — internally the gpsr_manufacturer_reference attribute, which includes the manufacturer's email address. At SKU level you attach the EU responsible person (the dsa_responsible_party_address attribute), a safety attestation (gpsr_safety_attestation — your declaration of whether the product requires warnings or safety instructions), and compliance_media uploads carrying the actual warning texts, safety information or manuals, each tagged with a document type (safety_information, user_manual, instructions_for_use and similar) and a language code.

In practice most sellers never see the raw attribute names. Seller Central surfaces them as Manufacturer and Responsible Person contact pickers inside the product-compliance workflow: you create each contact once — name, postal address, email — and reuse it across the catalogue, and Amazon accepts up to five responsible persons per manufacturer record. For bulk work, the same attributes are exposed through the compliance dashboard's spreadsheet flows, the SP-API Listings Items API and JSON listings feeds, and most third-party listing tools.

The listing fields are evidence of compliance, not a substitute for it. The physical product must still carry the manufacturer and responsible-person details, a type, batch or serial number, and any warnings in the language of each country of sale — on the product, its packaging or an accompanying document. Market-surveillance authorities can pull a product off the market even when its Amazon fields look complete, so treat the checklist below as the floor, not the ceiling.

How GPSR deactivations work on Amazon

Enforcement is data-driven. Amazon scans listings for missing manufacturer or responsible-person attributes and issues compliance requests: an email notification plus an entry in Seller Central's compliance dashboard (Manage Your Compliance / product compliance requests) with a due date. Miss the date and the ASIN is deactivated — it flips to Inactive (shown as Not for Sale) in Manage All Inventory, drops out of search and the Buy Box, and any FBA stock keeps accruing storage fees while it sits unsellable.

Deactivations arrive in waves rather than all at once. The first large wave followed the 13 December 2024 deadline; through 2025 and 2026 Amazon has kept widening the net to more categories and to older catalogue entries. A GPSR deactivation is reversible — it is a data gap, not a product ban — but it costs you sales for every day it stands, and repeat unanswered requests degrade the overall health picture of the account.

Two operational gotchas. First, during high-volume enforcement periods sellers have reported the console failing to save manufacturer and responsible-person entries; Amazon's workaround guidance was to complete the Warnings and Safety Information section first and retry the contact fields later. Second, Amazon publishes no fixed review SLA for compliance submissions — reactivation time varies, so front-load fixes on your best-sellers rather than waiting for the next wave.

Fix a deactivated listing, step by step

Step 1 — map the damage. Open Account Health and the compliance dashboard and list every ASIN with an open GPSR request; cross-check Manage All Inventory filtered to Inactive listings. Triage by revenue: your best-selling deactivated ASIN is the one bleeding money, so it goes first.

Step 2 — secure a responsible person if your manufacturer is outside the EU. The RP must be an economic operator established in the EU or Northern Ireland: an EU importer already in your chain, a paid authorised-representative service, or your own EU entity. Entry-level RP services run roughly EUR 195-500 per year per brand or product range (EAS from ~EUR 199/year, EUverify from ~EUR 200/year, EaseCert ~EUR 400-500/year depending on product risk class), while full-service arrangements with technical-file review and incident handling run EUR 1,500+ per month — ranges checked 2026-07. Our responsible-person cost finder linked below gives you a number for your specific product mix.

Step 3 — create the manufacturer and responsible-person contact records in the compliance workflow (name, postal address, email) and attach them to each affected ASIN. For a large catalogue, use the dashboard's bulk spreadsheet flow or a feed-based tool against the GPSR attributes instead of clicking through ASINs one by one — the records are reusable, so the marginal cost per listing drops fast.

Step 4 — complete the safety attestation and upload warnings. Declare whether the product needs warnings or safety instructions; where it does, upload them as documents or images in the language of every country of sale — German for amazon.de, French for amazon.fr and amazon.be, and so on. The language requirement comes straight from Article 19, so an English-only manual does not satisfy a non-English marketplace.

Step 5 — submit and verify. Use the Submit action next to the deactivated product in Account Health (or save the compliance section on the listing), then track the request in the dashboard until it clears. Once Amazon reactivates the ASIN, confirm the offer is genuinely buyable on the live storefront — and fold the on-product labelling (RP details, batch or serial number, translated warnings) into your next production run so the physical goods match the data you just filed.

Timeline, costs and penalties

The dates that matter: the GPSR has applied since 13 December 2024, Amazon's listing-data mandate took effect the same day, and enforcement waves have continued through 2025 into 2026 — there is no future grace period to wait for. Geographically, the regulation covers the EU plus Northern Ireland; it does not apply to Great Britain, so a UK-only seller is affected exactly to the extent that orders ship to Northern Ireland or EU marketplaces.

Budget-wise, the listing work itself costs time rather than money; the recurring cash cost is the responsible person at roughly EUR 195-500 per year entry-level (checked 2026-07, see step 2 above), plus whatever testing or technical documentation your specific category needs — that part varies too widely by product to give one honest number. Penalties for actually breaching the GPSR are set nationally: Article 44 requires each member state to adopt effective, proportionate and dissuasive penalties, and several have set maximums around EUR 100,000, on top of recall orders, sales bans and publication on the EU Safety Gate alert system.

The economics favour acting early: an afternoon of bulk compliance edits and a few hundred euros a year of RP coverage is cheap insurance against weeks of a dead best-seller. Run your live listings through the GPSR listing safety check below before Amazon's next scan does it for you.

Sources (checked 2026-07)

Regulation (EU) 2023/988 (GPSR), EUR-Lex: eur-lex.europa.eu/eli/reg/2023/988/oj — Article 19 (information in distance-sales offers), Article 22 (online marketplaces), Article 44 (penalties), scope and exclusions.

Amazon Seller Central GPSR guidance for sellers (go.amazonsellerservices.com/gpsr20241-en): EU + Northern Ireland scope, the 13 December 2024 deadline, labelling and listing requirements. Amazon SP-API changelog (developer-docs.amazon.com): the gpsr_manufacturer_reference, dsa_responsible_party_address, gpsr_safety_attestation and compliance_media attributes and the launch marketplace list.

Responsible-person pricing: EAS Project (easproject.com/gpsr), EUverify (euverify.com), EaseCert (easecert.com) — annual service pricing checked 2026-07. Background on scope and enforcement: U.S. International Trade Administration GPSR overview (trade.gov) and Compliance Gate's GPSR-for-Amazon guide (compliancegate.com/amazon-gpsr).

FAQ

Why was my Amazon listing deactivated for GPSR?

Almost always because a structured compliance field is empty — the manufacturer contact, the EU responsible person, or the safety attestation and warning documents. Amazon, as an online marketplace, is legally obliged under GPSR Article 22 to remove non-compliant offers, so after an unanswered compliance request it deactivates the ASIN. Open Account Health and the compliance dashboard to see exactly which data each ASIN is missing, then follow the five fix steps above.

Do I need an EU responsible person to sell on Amazon?

Only when the product's manufacturer is not established in the EU — but for the typical private-label seller sourcing from China, that means yes, for every product line. The responsible person must be an economic operator based in the EU or Northern Ireland: an EU importer in your supply chain, a paid authorised-representative service, or your own EU company. Their name, postal address and email go into the listing's responsible-person field and onto the product or packaging.

How much does a GPSR responsible person cost?

Entry-level annual services run roughly EUR 195-500 per year per brand or product range (checked 2026-07): EAS from about EUR 199/year, EUverify from about EUR 200/year, EaseCert around EUR 400-500/year depending on whether the product is lower-risk (clothing, home goods) or higher-risk (electronics, toys). Full-service arrangements with technical-file review and incident handling run EUR 1,500+ per month. Prices vary with SKU count and risk class, so get a quote for your actual catalogue.

How do I reactivate a GPSR-deactivated Amazon listing?

Go to Account Health, find the deactivated product and use the Submit action (or open the listing's compliance section via the Manage Your Compliance dashboard). Add the manufacturer contact, the EU responsible person where the manufacturer is outside the EU, the safety attestation, and any warnings or safety documents in the language of each country of sale, then submit. Amazon publishes no fixed review SLA, so submit complete data the first time — partial submissions just restart the wait.

Does GPSR apply to Amazon UK sellers?

Partly. The GPSR does not apply to Great Britain (England, Scotland and Wales), but it does apply to Northern Ireland, so amazon.co.uk sellers whose offers can ship to Northern Ireland are asked for the same manufacturer, responsible-person and warning data. And the moment you list on any EU marketplace — amazon.de, .fr, .it, .es, .nl, .be, .se, .pl — you are fully in scope.

Does GPSR apply to used, handmade or low-value products on Amazon?

Yes. The regulation covers products that are new, used, repaired or reconditioned, includes handmade goods, and has no low-value exemption — a EUR 3 phone case needs the same listing data as a EUR 300 appliance. The only carve-outs are narrow categories like medicines, food and feed, plant protection products, living plants and animals, aircraft and antiques.