Amazon Listing Deactivated? GPSR Compliance Is Likely the Reason

Since December 13, 2024, Amazon has been actively deactivating product listings on EU marketplaces (amazon.de, amazon.fr, amazon.it, amazon.es, amazon.nl, amazon.pl, amazon.se) that don't comply with the EU General Product Safety Regulation (GPSR).

If you received an email from Amazon saying your listing was deactivated due to "product safety compliance" or "missing responsible person information", this article explains exactly what you need to do.

Why Amazon Is Deactivating Listings

Amazon is legally required to ensure that products sold on its platform comply with EU law. Under GPSR, Amazon as a marketplace operator faces significant liability if it knowingly allows non-compliant products to be sold.

The most common reasons for GPSR-related deactivation:

1. Missing EU Responsible Person — Non-EU manufacturers must designate an EU Responsible Person (also called EU Authorized Representative)
2. Missing product safety information — GPSR requires specific safety information to be available to consumers
3. Missing manufacturer contact information — Full legal name and EU address required
4. Missing CE marking (for applicable product categories)
5. Missing Digital Product Passport (from 2027 for most categories)

What GPSR Requires for Amazon Sellers

For Non-EU Manufacturers (China, USA, UK, etc.)

You must designate an EU Responsible Person who:

• Is physically established in the EU
• Can be contacted by EU market surveillance authorities
• Maintains your technical documentation

This is not optional. GPSR Article 16 makes it a legal requirement for all non-EU manufacturers selling in the EU.

For All Sellers

You must provide in your Amazon listing:

• Manufacturer name and EU address (or EU Responsible Person address)
• Contact email for product safety inquiries
• Product safety information (warnings, age restrictions, etc.)
• Country of origin

How to Reactivate Your Amazon Listing

Step 1: Get an EU Responsible Person (if non-EU manufacturer)

Sign up for an EU Authorized Representative service. You'll receive a certificate with the EU AR's name, address, and contact details.

Timeline: 1-3 business days with most services.

Step 2: Update Your Amazon Listing

In Amazon Seller Central:

1. Go to Inventory → Manage All Inventory
2. Find the deactivated listing
3. Click Edit
4. Go to the Compliance tab
5. Fill in:
   • Responsible Person Name: [Your EU AR's legal name]
   • Responsible Person Address: [EU AR's physical address]
   • Responsible Person Email: [EU AR's contact email]
   • Responsible Person Phone: [EU AR's phone number]

Step 3: Submit for Reactivation

After updating the listing, submit it for review. Amazon typically reviews within 1-3 business days.

Step 4: Add Safety Information

While you're editing, also add:

• Any applicable safety warnings
• Age restrictions (if applicable)
• Country of manufacture

Common Mistakes That Delay Reactivation

• Using a UK address — UK is no longer EU, not accepted
• Using a virtual office — Must be a real physical address
• Using your own address outside the EU — Must be an EU-based entity
• Providing incomplete contact information — All fields must be filled

AuraDPP's EU AR Service for Amazon Sellers

AuraDPP provides EU Authorized Representative services specifically designed for Amazon sellers:

• Fast setup: Certificate ready within 24 hours
• Amazon-compatible format: Certificate formatted for Amazon Seller Central
• All EU marketplaces covered: One certificate covers all EU Amazon marketplaces
• Included in all plans: No separate fee for EU AR service

Get your EU AR certificate and reactivate your Amazon listing → [blocked]

Need help with GPSR compliance for Amazon? Contact our support team →