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 GPSR: "Responsible Person Information Pending Review" — What It Means and How Long It Takes

After submitting your EU Responsible Person details in Amazon Seller Central, many sellers find that the status remains stuck on "Pending Review" for days or even weeks. This article explains what this status means, what Amazon is checking during the review, and what you can do if the process takes too long.

What "Pending Review" Means

When you submit your Responsible Person information through Account Health → Regulatory Compliance → Submit compliance information, Amazon does not approve the submission instantly. Instead, it enters a review queue where Amazon compliance team verifies:

That the submitted name and address correspond to a real entity located in the EU or Northern Ireland
That the email address is valid and reachable
That the Responsible Person is not on Amazon list of invalid or blacklisted providers
That the information is consistent across all submitted fields

During this review period, your listings may remain active or may be temporarily restricted for EU customers, depending on whether they were previously compliant.

How Long Does the Review Take?

Under normal circumstances, Amazon reviews GPSR Responsible Person submissions within 24 to 48 hours. However, during high-volume periods — particularly around the December 2024 GPSR enforcement deadline — review times extended to 5 to 10 business days for many sellers.

Submission Status	Typical Duration	Action Required
Pending Review	24–48 hours (normal)	Wait
Pending Review	5+ business days	Contact Seller Support
Rejected	Immediate notification	Correct and resubmit
Approved	Immediate update	No action needed

What to Do If It Is Stuck

If your submission has been in "Pending Review" for more than 5 business days, take the following steps:

Check for rejection notices — Amazon sometimes sends rejection notifications via email without updating the Seller Central status. Check your registered email address, including spam folders.
Verify the submitted information — Log in to Seller Central and review the submitted Responsible Person details. Common rejection reasons include: non-EU address, invalid email format, or a provider on Amazon invalid list.
Contact Amazon Seller Support — Open a case through Seller Central and provide the specific ASIN, the submission date, and the current status. Reference the GPSR compliance section of Account Health in your message.
Do not resubmit immediately — Submitting duplicate information while a review is pending can create conflicting records and extend the review time further.

Why Some Submissions Are Rejected

Amazon has published a list of Responsible Person providers that are considered invalid — typically because they have been found to provide services without proper legal standing or have been flagged by EU market surveillance authorities. If your provider appears on this list, your submission will be rejected regardless of how correctly you filled in the form.

Before signing a contract with any EU Responsible Person provider, verify that they are not on Amazon invalid provider list, which is accessible in Seller Central under the GPSR help documentation.

Unsure whether your current EU Responsible Person setup is fully valid? Check your compliance status for free on AuraDPP.

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.