GPSR Amazon: 7 things retailers know now — and need to check right away

Table of contents

1. Classification: What is the GPSR — and since when has it been valid?
   1.1 Key date & scope (non-food)
   1.2 Why check marketplaces (Amazon) more rigorously
2. Obligations of economic operators & “responsible person”
   2.1 Who can be a responsible person (EU/NIR)
   2.2 Visibility: contact details on product/packaging/document
   2.3 Common errors & quick fixes
3. Technical documentation & risk assessment: What Amazon wants to see
   3.1 Minimum content (compliance, test reports, warnings)
   3.2 Risk assessment/matrix & practical example
   3.3 Template/checklist & filing organization
4. Labeling, Traceability & Complaint Management
   4.1 Product IDs (such as GTIN), series/lots
   4.2 Contact details & availability
   4.3 Handling complaints, corrective actions, recalls
5. Amazon view: This is how the marketplace implements the GPSR
   5.1 Relevant Amazon help pages & categories
   5.2 Typical validations/document uploads/deadlines
   5.3 Consequences of non-compliance (e.g. listing deactivation)
6. “Retailers annoyed”: Where things are currently stuck (case snippets)
   6.1 Responsible person proof missing/EU address unclear
   6.2 Label/package updates & remaining stocks
   6.3 UK SMEs & EU Representation/Costs & Delays
   6.4 upload errors, format settings, communication
7. Practice checklist: 10 quick to-dos for GPSR compliance on Amazon
8. FAQ
9. Conclusion

initiation

GPSR Amazon — three words that make many retailers frown. Since the entry into force of General Product Safety Regulation (Regulation (EU) 2023/988) On December 13, 2024, the following applies: No non-food product may be sold in the EU without strict documentation and security checks.

What does that mean for you in practice? document uploads, obligation to Responsible person, new Labeling requirements and — in the worst case — Listing locks. Merchants report frustrated upload errors, rejected evidence, and high costs. Amazon, in turn, refers to EU legislation and stricter audit requirements.

In this guide, I'll show you 7 things that you absolutely need to know right now — and how to avoid pitfalls.

(Picture idea: Amazon product page with red warning banner. alt text: “Amazon listing with GPSR security warning”)

Classification: What is the GPSR — and since when has it been valid?

Key date & scope (non-food)

The GPSR replaces the previous Product Safety Directive. Since December 13, 2024 Does it apply to all non-food consumer products. These include toys, electronics, kitchenware, jewelry, furniture, pet supplies, and more.

Why check marketplaces (Amazon) more rigorously

Amazon is now responsible for itself — the GPSR is closing marketplaces economic operators. Consequence: stricter validations, automated checks, tight deadlines. Retailers experience this every day in Seller Central.

Obligations of economic operators & “responsible person”

Who can be a responsible person (EU/NIR)

The responsible person is your official EU contact person. Manufacturers, importers or external service providers may assume this role. Important: The person must based in the EU be — British retailers without an EU address have a problem as a result.

Visibility: contact details on product/packaging/document

Without a clear address, the product is not compliant. The GPSR requires: Name and address of the responsible person must on the product, packaging or accompanying documents stand — easy to read.

Common errors & quick fixes

• UK address given instead of EU address
• Label not adjusted → Remaining stocks blocked
• Service providers without a legal mandate

Fix: Check address, relabel packaging, contractually secure the mandate.

Technical documentation & risk assessment: What Amazon wants to see

Minimum content (compliance, test reports, warnings)

Amazon frequently demands:

• Declaration of Conformity
• Test reports according to EU standards
• user manuals
• Safety and warning notices

Risk assessment/matrix & practical example

Example: A kettle. Risks: electric shock, fire, scalding.
You evaluate probability and severity, define countermeasures — the whole thing in a matrix.

Template/checklist & filing organization

Recommendation: Your own gpsr folder per product. Subfolders: test reports, risk assessments, labels, user manuals. This means that you can immediately provide information if you have any questions.

Labeling, Traceability & Complaint Management

Product IDs (such as GTIN), series/lots

The GPSR requires clear traceability. GTINs, serial numbers and batches are mandatory. Amazon systematically reconciles this data.

Contact details & availability

In addition to the responsible person, manufacturer data must also be available. In an emergency, authorities want to reach the contact person immediately.

Handling complaints, corrective actions, recalls

The GPSR requires retailers to document complaints. In an emergency, you must organize recalls. Amazon offers its own tools — but the responsibility remains with you.

Amazon view: This is how the marketplace implements the GPSR

Relevant Amazon help pages & categories

Amazon provides GPSR guidelines for retailers — but often only in English. Check the help pages regularly, where requirements for each category are explained.

Typical validations/document uploads/deadlines

• Uploading risk assessments
• Responsible person address in Seller Central
• Deadlines: sometimes only 3—7 days

Consequences of non-compliance (e.g. listing deactivation)

Amazon blocks products without evidence. Retailers even report Account restrictions — particularly in sensitive categories such as electronics or toys.

“Retailers annoyed”: Where things are currently stuck (case snippets)

Responsible person proof missing/EU address unclear

Many UK sellers stumble here: no listing without an EU address.

Label/package updates & remaining stocks

Old stock items without new labels? Amazon is blocking sales.

UK SMEs & EU Representation/Costs & Delays

Small British retailers must hire expensive EU service providers. Result: delays and pressure on margins.

upload errors, format settings, communication

It often fails due to small things: incorrect file format, incomplete PDFs, rejection without a clear reason.

Practice checklist: 10 quick to-dos for GPSR compliance on Amazon

1. Name a responsible person (secure EU address)
2. Check and relabel packaging/labels
3. Collect technical documentation
4. Create risk assessments
5. Document serial numbers and GTINs
6. Prepare uploads (correct formats!)
7. Check and correct remaining stocks
8. Set up a complaint management system
9. Test the recall process
10. Read Amazon help pages regularly

FAQ

Do I always need a responsible person?

Yes Without a Responsible Person in the EU, you risk listing bans — even for small products.

Which documents does Amazon request most often?

Test reports, declaration of conformity, risk assessment, responsible person certificate.

Does GPSR also apply to B2B sales?

Yes, as soon as products are also available to end users.

How do I react to listing bans due to GPSR?

Collect documents, upload them, open a support ticket. The faster the better.

Does the address have to be on every product label?

No, but on packaging or accompanying documents — clearly visible.

What deadlines does Amazon have?

Often just 3—7 days — preparation is crucial.

Can I sell remaining stocks without labels?

No Non-compliant products may not be sold.

Where can I find official information?

On EU sites and in Amazon's help. See also Wikipedia: Amazon Marketplace.

Conclusion

Die GPSR Amazon is more than just a new regulation — it is changing the everyday life of every retailer. Anyone who ignores the requirements risks blockages and loss of revenue.

Briefly summarized:

• GPSR active since 13.12.2024
• Responsible person mandatory
• Documentation & risk assessment mandatory
• Complete identification & traceability
• Amazon checks strictly and quickly
• Remaining stocks must be adjusted
• Preparation saves nerves and money

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