Quick answer: GPSR requires an economic operator established in the EU to be responsible for the safety of every product you sell there. That can be an EU manufacturer, importer or an authorised representative appointed in writing; non-EU sellers cannot self-appoint. Their name and address must appear on the product or packaging and in your Seller Central compliance fields.
Of all the parts of the EU’s General Product Safety Regulation (GPSR), one trips sellers up more than any other: the requirement to have an EU-based Responsible Person. Here is what it actually means, who can fill the role, and how to comply if you are based outside the EU.
What the Responsible Person requirement is
GPSR says that no product may be placed on the EU market unless there is an economic operator established in the EU who is responsible for certain safety tasks. No Responsible Person, no compliant sale — and Amazon asks for these details before it will keep affected listings active.
Who can be a Responsible Person
It can be an EU-established manufacturer, importer, or an authorised representative appointed in writing. If you import from outside the EU and have an EU entity, that entity can serve. If you have no EU presence, you appoint a third-party authorised representative to act as your Responsible Person.
What they are actually responsible for
The Responsible Person verifies that technical documentation and safety information exist, keeps that documentation available to authorities, ensures the required safety warnings and traceability details are provided, and cooperates with regulators on corrective action. Their name and address must appear on the product or its packaging.
Options for non-EU sellers
If you sell into the EU from outside it, you have two practical routes: set up or use an EU-established entity, or contract an authorised-representative service to be your Responsible Person across the markets you sell in. Either way, get the name and EU address onto your labelling and into your Amazon listing attributes.
Frequently Asked Questions
Do I need a Responsible Person for every product?
You need one covering the products you place on the EU market under GPSR. A single Responsible Person can cover a whole catalogue, but there must be one for the goods to be sold compliantly.
Can I be my own Responsible Person?
Only if you are established in the EU. A non-EU seller cannot self-appoint and must use an EU entity or an authorised representative.
Where does the Responsible Person’s information go?
Their name, address and contact details must appear on the product or packaging, and are entered in the relevant compliance fields in Seller Central.
Is the Responsible Person the same as an EPR representative?
No. GPSR safety and EPR waste obligations are separate, though a single service provider may offer both. Do not assume one covers the other.
Not sure what your catalogue needs across the EU? Book a free consultation. This is general guidance, not legal advice.