Amazon Listing Deactivated? Get Your GPSR Responsible Person in 24 Hours

Reactivate Your Amazon EU Listings with an Official EU Responsible Person from €99/month

Updated: July 2026. If Amazon has deactivated your EU listings with a notice about a missing GPSR Responsible Person or EU Authorized Representative, this guide explains exactly what happened, what you need to do, and how quickly you can reactivate your listings.

Why Did Amazon Deactivate Your Listing?

Amazon began enforcing GPSR (EU General Product Safety Regulation, EU 2023/988) listing requirements from December 13, 2024. For covered products sold by non-EU sellers, applicable EU legislation may require an EU-based responsible economic operator. Depending on the product and supply chain, that role may be fulfilled by an EU-established manufacturer, importer, authorised representative under written mandate, or qualifying fulfilment service provider where legally permitted.

Amazon's enforcement mechanism requires sellers to add their EU Responsible Person's name, EU address, and contact details to each product listing. If this information is missing, Amazon may deactivate the listing to avoid liability under GPSR. The deactivation notice typically references "GPSR Responsible Person" or "EU Authorized Representative" as the reason.

Important note on GPSR Article 9: GPSR does not require every non-EU seller to appoint a separately contracted EU AR in all cases. If an EU-established importer or fulfilment service provider (FSP) — such as Amazon's own fulfilment network (FBA) — is already acting as the responsible economic operator for your products, they may fulfil the Responsible Person role. However, in practice, Amazon requires sellers to provide explicit Responsible Person information in Seller Central, and FBA does not automatically serve as your GPSR Responsible Person. If you are unsure whether your current setup satisfies Amazon's requirements, the safest approach is to appoint an explicit EU Responsible Person.

How to Reactivate Your Amazon EU Listing

To reactivate a listing deactivated for missing GPSR Responsible Person information, you need to complete the following steps:

1. Appoint an EU Responsible Person: You need a legal entity established in the EU who agrees to act as your GPSR Responsible Person. AuraDPP provides this service within 24 hours of completing onboarding. You receive a formal mandate letter with our EU address (Slovakia) that you can submit to Amazon Seller Central.
2. Add the Responsible Person information to your listing: In Amazon Seller Central, navigate to the affected listing and add your EU Responsible Person's name, EU address, phone number, and email address in the GPSR compliance fields. The exact location of these fields varies by marketplace (Amazon.de, Amazon.fr, etc.).
3. Submit the updated listing for review: After saving the Responsible Person information, submit the listing for Amazon's review. Amazon typically reviews and reactivates compliant listings within 1–3 business days, though this can vary.
4. Apply the fix across all affected listings: If multiple listings have been deactivated, you need to update each one individually or use Amazon's bulk listing tools. The same EU Responsible Person information can be used across all your products.

What Happens If You Do Nothing?

If you do not appoint an EU Responsible Person and update your listings, Amazon may:

• Keep your EU listings deactivated, preventing sales to EU customers
• Escalate to account-level restrictions if non-compliance persists
• Remove your products from EU marketplaces entirely

Beyond Amazon, selling non-GPSR-compliant products to EU consumers exposes you to enforcement action by EU market surveillance authorities, including fines and product recalls. The GPSR Responsible Person requirement is an EU legal obligation, not just an Amazon platform requirement.

How Fast Can You Get a GPSR Responsible Person?

AuraDPP provides your official EU Responsible Person designation within 24 hours of completing onboarding. The process is:

1. Sign up at AuraDPP and complete the onboarding form (product details, contact information)
2. Target receipt of your formal EU Responsible Person mandate letter within 24 hours of completing onboarding
3. Add the mandate letter information to your Amazon Seller Central listings
4. Submit listings for Amazon review — most are reactivated within 1–3 business days

AuraDPP's EU Responsible Person service is provided by LIMASE s.r.o., a company registered in Slovakia (EU). The service covers all Amazon EU marketplaces (Amazon.de, Amazon.fr, Amazon.it, Amazon.es, Amazon.nl, Amazon.pl, Amazon.se) and other EU sales channels.

GPSR Responsible Person vs. EU Authorized Representative: What Is the Difference?

These terms are often used interchangeably, but there is a technical distinction. Under GPSR (EU 2023/988), the correct term is Responsible Person — a legal entity established in the EU responsible for product safety compliance. The term EU Authorized Representative (EU AR) is used in product-specific regulations (e.g., CE marking directives, MDR, IVDR) and is functionally similar. Amazon's Seller Central interface uses both terms. For practical purposes, appointing an EU Responsible Person under GPSR satisfies Amazon's requirement regardless of which term Amazon uses in the deactivation notice.

Does AuraDPP Cover Digital Product Passport (DPP) Requirements?

Yes. AuraDPP provides both the EU Responsible Person service (for GPSR compliance, mandatory now) and the Digital Product Passport platform (for ESPR compliance, anticipated from 2027 for textiles and electronics). Non-EU Amazon sellers can address both obligations in a single subscription. EU AR service from €99/month; DPP platform from €19/month.

Frequently Asked Questions: Amazon Listing Deactivated GPSR

Why did Amazon deactivate my EU listing?

Amazon deactivated your EU listing because GPSR Responsible Person information is missing from the listing. Under EU Regulation 2023/988 (GPSR), non-EU sellers of physical products to EU consumers must appoint an EU-based Responsible Person. Amazon enforces this requirement by requiring sellers to add the Responsible Person's contact details to each product listing. Listings without this information may be deactivated.

How do I reactivate my Amazon listing after GPSR deactivation?

You need to: (1) appoint an EU Responsible Person (AuraDPP provides this within 24 hours), (2) add their EU address and contact details to your Amazon Seller Central product listing in the GPSR compliance fields, (3) submit the updated listing to Amazon for review. Most listings are reactivated within 1–3 business days after the Responsible Person information is added.

How fast can I get a GPSR Responsible Person?

AuraDPP provides your official EU Responsible Person designation within 24 hours of completing onboarding. You receive a formal mandate letter with our EU address (Slovakia, EU) that you can immediately submit to Amazon Seller Central.

Does Amazon FBA count as my GPSR Responsible Person?

Amazon FBA does not automatically serve as your GPSR Responsible Person. Amazon requires sellers to provide explicit Responsible Person information in Seller Central. If you use FBA, you still need to appoint and declare an EU Responsible Person in your product listings.

Does the same EU Responsible Person cover all my Amazon EU marketplaces?

Yes. A single EU Responsible Person can cover all Amazon EU marketplaces (Amazon.de, Amazon.fr, Amazon.it, Amazon.es, Amazon.nl, Amazon.pl, Amazon.se) and other EU sales channels. You use the same name, EU address, and contact details across all listings.

Check your product compliance status with the free GPSR Compliance Checker or learn more about the EU Responsible Person service. — Goran Matejic, LIMASE s.r.o. (AuraDPP), Bratislava, Slovakia | GPSR Regulation 2023/988 (EUR-Lex)