Amazon GPSR Compliance 2026 — Complete Guide for Non-EU Sellers

What Is GPSR and Why Does It Matter for Amazon Sellers?

The EU General Product Safety Regulation (GPSR), officially Regulation (EU) 2023/988, replaced the old General Product Safety Directive and became mandatory on December 13, 2024. It applies to virtually all consumer products sold in the European Union — including products sold through Amazon, Shopify, eBay, and other platforms.

For non-EU sellers (including sellers based in China, the USA, UK, Canada, and other countries outside the EU), GPSR introduces one critical new requirement: you must appoint an EU Authorized Representative (EU AR) before your products can legally be sold in the EU.

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Who Needs an EU Authorized Representative?

Any manufacturer or importer that is not established in the European Union and sells products to EU consumers must appoint an EU AR. This includes:

• Chinese Amazon sellers shipping to EU warehouses (FBA)
• US-based brands selling on Amazon.de, Amazon.fr, Amazon.it, etc.
• UK sellers post-Brexit selling into EU markets
• Dropshippers sourcing from non-EU manufacturers

The EU AR acts as your legal contact point in the EU. They receive safety notices, handle recalls, and ensure your product documentation is in order.

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What Are the GPSR Requirements?

Under GPSR, your products must meet the following requirements before being placed on the EU market:

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What Happens If You Don't Comply?

Non-compliance with GPSR can result in:

• Amazon removing your listings — Amazon actively enforces GPSR and has already removed thousands of non-compliant products
• Customs seizure — EU customs authorities can seize shipments without proper documentation
• Fines up to €500,000 — Depending on the member state, penalties can be severe
• Account suspension — Repeated violations can lead to permanent Amazon seller account suspension

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The Digital Product Passport (DPP) — What You Need to Know Now

While the EU AR requirement is already in force, the Digital Product Passport (DPP) under ESPR Regulation 2024/1781 will become mandatory in phases starting 2027:

A DPP is a digital record — accessible via a QR code on the product — that contains information about the product's materials, origin, repairability, and sustainability. It is designed to support the EU's circular economy goals.

Starting now is strongly recommended. Setting up your DPP infrastructure before the deadline avoids last-minute compliance costs and gives you a competitive advantage.

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How to Comply: Step-by-Step

Step 1 — Appoint an EU Authorized Representative

Your EU AR must be:

• A legal entity established in an EU member state
• Named on your product or its packaging
• Able to receive official communications from EU market surveillance authorities

AuraDPP provides EU AR services from Slovakia (EU member state), including professional liability insurance as required by GPSR.

Step 2 — Prepare Your Technical Documentation

You need to compile:

• Product description and specifications
• Risk assessment
• Test reports (from an accredited laboratory if required)
• Declaration of Conformity (if applicable for your product category)
• Instructions for use (in the language of the target market)

Step 3 — Update Your Product Listings

Your Amazon product listings must include:

• Name and address of the manufacturer
• Name and address of the EU Authorized Representative
• Product identification (model, batch, or serial number)

Step 4 — Create Your Digital Product Passport

Even though DPPs are not yet mandatory for most products, creating them now:

• Demonstrates compliance readiness to Amazon and EU authorities
• Provides consumers with transparency information
• Prepares your business for the 2027 deadline

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How AuraDPP Helps

AuraDPP is the only platform that combines EU Authorized Representative services with Digital Product Passport creation in a single tool.

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Frequently Asked Questions

Do I need an EU AR if I only sell on Amazon.co.uk? No — the UK has its own regulations (UKCA) separate from EU GPSR. However, if you also sell on Amazon.de, .fr, .it, .es, or any other EU marketplace, you need an EU AR.

Can I use a friend or business partner in the EU as my EU AR? Technically yes, but this exposes them to significant legal liability. Professional EU AR services carry liability insurance specifically for this purpose.

How much does an EU Authorized Representative cost? Professional EU AR services typically cost between €50–€200 per month depending on the provider and the number of products covered. AuraDPP starts at €99/month.

Is a free plan available? Yes — AuraDPP offers a free plan that includes up to 10 Digital Product Passports and a free GPSR compliance check.

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Summary

GPSR compliance is not optional for non-EU sellers on Amazon Europe. The key actions are:

1. Appoint an EU Authorized Representative — required since December 13, 2024
2. Prepare your technical documentation — risk assessment, test reports, conformity declaration
3. Update your product listings — include manufacturer and EU AR contact information
4. Start your Digital Product Passport — mandatory from 2027, but advantageous to start now

AuraDPP makes all of this possible in one platform. Start for free at auradpp.com.