What is an EU Authorized Representative (EU AR)?

An EU Authorised Representative (EU AR) is an EU-established entity that may act on behalf of a non-EU manufacturer under a written mandate. Whether an EU-based responsible economic operator is required depends on the product, applicable EU legislation and supply chain; an importer or manufacturer may fulfil that role in some cases.

Do Amazon sellers need an EU Authorized Representative?

Not automatically. Whether an Amazon seller needs an EU-based responsible economic operator depends on the product, applicable EU legislation and supply chain. Amazon marketplace policies may request information or documents, but they do not replace EU legal obligations; product-specific assessment is required.

What is a Digital Product Passport (DPP)?

A Digital Product Passport (DPP) is a digital record containing information about a product's materials, components, repairability, sustainability data, and certifications. Under EU Regulation 2024/1781 (ESPR — Ecodesign for Sustainable Products Regulation), DPPs will be mandatory for batteries from February 2027, and for textiles, electronics, and other categories in subsequent years.

What is GPSR and when did it come into effect?

GPSR stands for General Product Safety Regulation (EU 2023/988). It replaced the older General Product Safety Directive and came into full effect on December 13, 2024. It applies to all physical consumer products sold in the EU, including products sold through online marketplaces by non-EU sellers.

When is the battery passport mandatory in the EU?

Battery passports become mandatory in the EU from February 18, 2027, under EU Battery Regulation 2023/1542. All industrial batteries, EV batteries, and LMT batteries above 2 kWh placed on the EU market must have a Digital Product Passport (DPP) accessible via a QR code.

Do Etsy sellers need an EU Authorized Representative?

The applicable EU requirement depends on the product, applicable legislation, supply-chain role and available evidence. GPSR may be relevant for covered consumer products. A responsible economic operator may be required in some cases, while an EU-established manufacturer or importer may fulfil the applicable role. Etsy marketplace requests do not replace product-specific EU legal assessment.

What is the difference between a GPSR Responsible Person and an EU Authorized Representative?

A GPSR Responsible Person under Regulation (EU) 2023/988 and an EU Authorised Representative are distinct legal concepts. Under GPSR, the applicable role is the Responsible Person. Some marketplaces may use different terminology in their interfaces, but this does not make the legal roles equivalent.

Amazon Account Suspended or Account Health Violations? GPSR Is Likely the Reason

If your Amazon account has been suspended, your listings have been deactivated for EU customers, or you are seeing violations in the Regulatory Compliance section of Account Health — GPSR non-compliance is the most common cause for non-EU sellers in 2026. This guide explains every type of GPSR-related Amazon violation, what each one means, and the exact steps to resolve it.

Why Amazon Suspends Accounts and Deactivates Listings for GPSR

Amazon is legally required under the EU General Product Safety Regulation (GPSR, EU 2023/988) and the EU Digital Services Act to ensure that sellers who sell physical products to EU customers comply with EU product safety law. Amazon began actively enforcing these requirements in December 2024 and has been escalating enforcement throughout 2025 and 2026.

The enforcement takes three forms, in order of severity:

Listing deactivation for EU customers — the listing remains visible but cannot be purchased by EU customers
Account Health violations — violations appear in the Regulatory Compliance section of Account Health, affecting your Account Health Rating
Account suspension — selling privileges are removed entirely for persistent or severe non-compliance

Understanding which type of enforcement you are facing determines the urgency and the correct resolution path.

Where to Find GPSR Violations in Seller Central

Navigate to: Seller Central → Performance → Account Health → Regulatory Compliance

This section shows all GPSR-related compliance issues for your account. Violations are grouped by type and show the affected ASINs, the specific information that is missing, and the deadline for resolution.

If your account has been suspended, the suspension notice in your email and in the Performance Notifications section will specify whether GPSR is the reason.

The Four Types of GPSR Violations on Amazon

Violation Type 1: Missing Responsible Person Contact Details

What it means: Amazon does not have an EU-based Responsible Person on file for the affected ASIN. This is the most common violation for non-EU sellers.

Who is affected: All sellers based outside the EU who sell products to EU customers. Under GPSR Article 4, a non-EU manufacturer or seller must appoint an EU-based Responsible Person.

Why it matters: Without a Responsible Person, Amazon cannot display the required contact information on your product listing, which is a legal requirement under GPSR.

How to fix it:

Appoint an EU-based Responsible Person service provider
Obtain their legal name, EU postal address, and contact email
Go to Seller Central → Account Health → Regulatory Compliance → Submit compliance information
Select the affected ASIN and enter the Responsible Person's details
Submit and wait 24–48 hours for validation

Important: Verify that your provider is not on Amazon's list of invalid Responsible Person providers before submitting. Amazon maintains a list of providers it has flagged as non-compliant, and submissions from these providers will be rejected.

Violation Type 2: Missing Manufacturer Contact Details

What it means: Amazon does not have the name, postal address, and email of the product manufacturer on file for the affected ASIN.

Who is affected: All sellers, including EU-based sellers. The manufacturer is the entity that produced the product, which may be different from the seller.

How to fix it:

Go to Account Health → Regulatory Compliance → Submit compliance information
Select the affected ASIN
Enter the manufacturer's full legal name, postal address (does not need to be EU), and email address
Submit and wait 24–48 hours for validation

If you are the manufacturer, enter your own details. If you source products from a third-party manufacturer, enter their details.

Violation Type 3: Missing Warning and Safety Information

What it means: The product listing does not contain the mandatory safety warnings required for the product category under GPSR.

Who is affected: Sellers of products in regulated categories — toys, electronics, cosmetics, food contact materials, and others.

How to fix it:

Identify the applicable safety warnings for your product category (your Responsible Person service provider can advise)
Submit the safety warning text for each affected ASIN through the compliance submission form
Ensure the warnings are also visible on the physical product or its packaging

Violation Type 4: Invalid or Rejected Responsible Person

What it means: Amazon has reviewed the Responsible Person information you submitted and rejected it — either because the provider is on Amazon's invalid list, the address is not a valid EU address, or the information does not match what is on your product labelling.

How to fix it:

Verify that your provider is not on Amazon's invalid Responsible Person list
Confirm that the address you submitted is a physical EU address (not a virtual office or mail forwarding service that Amazon has flagged)
Ensure the name and address on your product labelling matches exactly what you submitted to Amazon
Resubmit with corrected information

Bulk Submission for Multiple ASINs

If you have many affected ASINs, Amazon allows bulk submission via a spreadsheet template:

Go to Account Health → Regulatory Compliance → Submit compliance information
Select Bulk upload
Download the template, fill in the required fields for each ASIN, and upload the completed file

The bulk template allows you to submit Responsible Person, manufacturer, and safety information for multiple ASINs in a single upload. This is significantly faster than submitting ASIN by ASIN when you have a large catalogue.

Account Health Rating Impact

GPSR violations affect your Account Health Rating (AHR). The impact depends on the severity and duration of the violation:

Violation Status	AHR Impact
New violation (within grace period)	Warning — no immediate AHR impact
Unresolved violation (past grace period)	Negative AHR impact
Multiple unresolved violations	Significant AHR reduction
AHR below 100	Risk of account suspension
AHR below 50	Immediate suspension risk

Amazon typically provides a grace period of 14–30 days to resolve violations before they affect your AHR. However, this grace period is not guaranteed and may be shorter for severe violations.

What to Do If Your Account Is Suspended

If your Amazon account has been suspended specifically for GPSR non-compliance, the reinstatement process involves:

Step 1: Identify the specific violations. Read the suspension notice carefully. It will list the specific ASINs and violation types that triggered the suspension.

Step 2: Resolve all violations. Before submitting an appeal, resolve every GPSR violation on your account. Submitting an appeal while violations remain unresolved will result in rejection.

Step 3: Prepare a Plan of Action (POA). Amazon requires a written Plan of Action for account reinstatement. Your POA should explain:

What caused the violations (e.g., "We were not aware of the GPSR Responsible Person requirement")
What you have done to resolve them (e.g., "We have appointed an EU Responsible Person and submitted their details for all affected ASINs")
What you will do to prevent recurrence (e.g., "We have implemented a compliance review process for all new products before listing")

Step 4: Submit the appeal. Go to Performance → Account Health → Reactivate your account and submit your POA with evidence of the resolved violations (screenshots of submitted compliance information, confirmation emails from your Responsible Person provider).

Step 5: Follow up. Amazon typically responds to appeals within 2–5 business days. If your appeal is rejected, you can submit a revised POA addressing the specific feedback provided.

Preventing Future GPSR Violations

Once you have resolved your current violations, implement these practices to prevent recurrence:

For new products before listing:

Confirm that your Responsible Person service covers the new product category
Prepare the manufacturer's details before listing
Identify applicable safety warnings for the product category
Ensure the Responsible Person's name and address will be on the product labelling

For your existing catalogue:

Conduct a quarterly review of Account Health → Regulatory Compliance
Verify that your Responsible Person service agreement is current and covers all your products
Check that your product labelling is up to date

When changing Responsible Person providers:

Update all ASIN submissions in Seller Central before the old provider's service ends
Update product labelling to reflect the new provider's details
Ensure there is no gap in coverage

Common Mistakes That Lead to Repeated Violations

Using an address-only service. Some cheap "EC Rep" services provide only a postal address without genuinely holding your technical documentation or being able to respond to EU authorities. Amazon can identify these services and will flag them as invalid.

Not updating product labelling. Submitting Responsible Person information to Amazon does not satisfy the labelling requirement. The Responsible Person's name and address must appear on the physical product or packaging. Amazon is increasingly checking this.

Submitting different information to Amazon and on the label. The name and address submitted to Amazon must exactly match what appears on the product labelling. Discrepancies result in rejection.

Assuming one submission covers all ASINs. Responsible Person information must be submitted for each ASIN individually (or via bulk upload). A submission for one ASIN does not automatically apply to others.

Frequently Asked Questions

How long does it take to resolve GPSR violations on Amazon? With a qualified Responsible Person provider, you can submit the required information within 24–48 hours of appointing them. Amazon typically validates submissions within 24–48 hours. Most violations can be resolved within 3–5 business days.

Can I use my own EU subsidiary as the Responsible Person? Yes, if your EU subsidiary is a legally registered entity in an EU member state and is willing to take on the legal obligations of the Responsible Person role. Many larger sellers use their EU subsidiary for this purpose.

Amazon rejected my Responsible Person submission. What should I do? First, check whether your provider is on Amazon's invalid list. If not, verify that the address is a valid physical EU address and that it matches your product labelling exactly. Contact your provider for a confirmation letter and resubmit.

My listings were deactivated for "EU customers only." Is this the same as a suspension? No. "EU customers only" deactivation means your listing is visible but cannot be purchased by EU customers. This is a listing-level restriction, not an account suspension. Resolving the GPSR violation for the affected ASIN will reactivate the listing for EU customers.

I have hundreds of ASINs. How do I manage this efficiently? Use Amazon's bulk submission tool to submit Responsible Person and manufacturer information for multiple ASINs at once. Your Responsible Person provider should be able to assist with bulk submissions.

Summary

GPSR non-compliance is the leading cause of Amazon listing deactivations and Account Health violations for non-EU sellers in 2026. The most common violation — missing Responsible Person information — can be resolved within 3–5 business days by appointing a qualified EU Responsible Person and submitting their details to Amazon.

If your account has been suspended, resolve all violations first, then submit a Plan of Action with evidence of the resolved issues. Most GPSR-related suspensions can be resolved within one to two weeks.

AuraDPP provides EU Responsible Person services for non-EU Amazon sellers. We can issue your mandate within 24 hours and provide the documentation needed for Amazon submissions. Get started at auradpp.com/eu-ar-service.

Related: Selling on eBay and need EU compliance? AuraDPP's EU compliance service for eBay sellers provides GPSR Responsible Person designation and Digital Product Passport QR codes for all EU eBay marketplaces.