If you sell physical products to customers in the EU, the General Product Safety Regulation (GPSR) is one compliance rule you cannot ignore. Amazon enforces it directly — listings without the right information get suppressed. Here’s what GPSR is and exactly what you need to do.
What is GPSR?
GPSR is EU Regulation 2023/988, which came into full effect on 13 December 2024. It replaced the old General Product Safety Directive and set stricter, EU-wide rules to make sure consumer products sold in the EU are safe — including products sold online and imported from outside the EU. It applies to most non-food consumer goods that aren’t already covered by their own specific safety legislation.
Who does it affect?
Effectively every seller shipping consumer products to EU customers — whether you’re based in Germany, the UK, the US or China. If your products reach EU consumers, you’re in scope.
The core GPSR requirements
- An EU-based Responsible Person. Every product must have a designated person or company located in the EU who acts as the contact point for authorities. Their name and address must appear on the product, its packaging, or accompanying documents. Non-EU sellers cannot sell direct to EU consumers without one.
- Safety and technical documentation. You must hold a technical file showing the product has been assessed for risks, plus keep records that allow the product to be traced.
- Traceability information. Products need identifying details — model/type/batch number — and the manufacturer’s name and address.
- Clear warnings and safety instructions in the language of the country where the product is sold.
- Listing information. On Amazon, this safety and traceability information must be added to your product listing, including images of any warnings and labels.
What Amazon requires from you
Amazon has built GPSR fields into Seller Central. You’ll be asked to provide manufacturer details, the EU Responsible Person, and safety information (warnings, instructions, certifications). Miss these and Amazon can — and does — remove or block the listing across its EU marketplaces.
Your GPSR compliance checklist
- Appoint an EU Responsible Person for every product (in-house EU entity or a third-party service)
- Prepare a technical file and risk assessment for each product
- Add manufacturer + Responsible Person details to product, packaging or documents
- Translate warnings and instructions for each market
- Complete the GPSR fields in Seller Central and upload label images
GPSR sits alongside your other EU obligations — packaging EPR, VAT/OSS and an EORI number. Getting them all in place is the foundation of selling successfully across Europe.
Frequently Asked Questions
When did GPSR come into force?
The General Product Safety Regulation (EU 2023/988) applied in full from 13 December 2024. Sellers needed to be compliant by that date to keep selling to EU customers.
What is a GPSR Responsible Person?
It’s a person or company established in the EU who takes responsibility for product safety tasks and acts as the contact for market-surveillance authorities. Their details must appear on the product, packaging or accompanying documents, and non-EU sellers must have one to sell direct to EU consumers.
Does GPSR apply to sellers outside the EU?
Yes. If your products reach EU consumers, GPSR applies regardless of where your business is based — which is why non-EU sellers must appoint an EU Responsible Person.
What happens if my listing isn’t GPSR compliant?
Amazon can suppress or remove the listing from its EU marketplaces, and national authorities can issue penalties. Compliance is a prerequisite for selling, not optional.
Need help getting your EU catalogue GPSR-ready without losing your Buy Box? Book a free consultation. This article is general guidance, not legal advice.