What is an EU Authorized Representative (EU AR)?

An EU Authorized Representative (EU AR) is a legally designated entity based in the European Union that acts on behalf of a non-EU manufacturer or seller. Under the General Product Safety Regulation (GPSR), every non-EU seller of physical products must have an EU AR whose name and contact details appear on product labels and marketplace listings such as Amazon, Etsy, and Shopify.

Do Amazon sellers need an EU Authorized Representative?

Yes. Amazon requires all non-EU sellers to provide EU Responsible Person (EU Authorized Representative) details for products sold on EU marketplaces including Amazon.de, Amazon.fr, Amazon.it, Amazon.es, and others. Failure to comply results in listing deactivation. This requirement is mandatory under GPSR (EU 2023/988), effective December 13, 2024.

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?

Yes. Non-EU Etsy sellers who ship physical products to EU buyers are subject to GPSR and must designate an EU Authorized Representative (EU Responsible Person). This applies to all product categories covered by GPSR, including handmade goods, toys, electronics, cosmetics, and clothing accessories.

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

Under GPSR, the terms 'Responsible Person' and 'EU Authorized Representative' refer to the same role: an EU-based entity legally responsible for product safety compliance on behalf of a non-EU manufacturer. The terms are used interchangeably in different contexts — Amazon uses 'Responsible Person', while EU legislation uses 'Authorised Representative'.

EU Authorized Representative & Digital Product Passport Service | AuraDPP

GPSR Responsible Person for Amazon, Etsy & Shopify Sellers

AuraDPP provides EU Authorized Representative (EU AR) services. We also create Digital Product Passports (DPP) for non-EU sellers. Our services are required under the General Product Safety Regulation (GPSR). We serve sellers from China, Turkey, the UK, the US, and all non-EU countries.

Selling on Amazon Europe? You need an EU Authorized Representative. This is mandatory under GPSR since December 13, 2024. Without one, Amazon can deactivate your EU listings.

Selling on Etsy or Shopify to EU buyers? The same rule applies. Every non-EU seller of physical products needs an EU Responsible Person. Their name and contact details must appear on your product labels and marketplace listings.

Who needs an EU Authorized Representative?

You need an EU AR if you sell physical products to EU buyers and your business is based outside the EU. This includes sellers from China, Turkey, the United Kingdom, the United States, Canada, Australia, and all other non-EU countries.

The requirement comes from EU Regulation 2023/988 (GPSR), published in the Official Journal of the European Union. It applies to all physical consumer products sold in the EU market.

Amazon enforces this rule strictly. Check Amazon Seller Central's GPSR guidance for the exact requirements per marketplace.

What does an EU Authorized Representative do?

Your EU AR acts as your legal contact point in the European Union. They receive product safety inquiries from EU market surveillance authorities. Their name, address, and contact details must appear on your product packaging and in your Amazon, Etsy, or Shopify listings.

AuraDPP acts as your EU AR. We handle all official communications on your behalf. You stay compliant. Your listings stay active.

Digital Product Passport (DPP) — Mandatory from 2027

A Digital Product Passport is a digital record about your product. It contains materials, components, repairability data, and sustainability information. It is accessed via a QR code on the product.

Under EU Regulation 2024/1781 (ESPR), DPPs become mandatory for batteries from February 2027. Textiles, electronics, and furniture follow in later years.

AuraDPP helps you create, manage and publish DPPs. You get a QR code in minutes. No technical knowledge required.

Free GPSR Compliance Check

Not sure if your products need an EU AR? Use our free GPSR compliance check. It takes 2 minutes. You get a clear answer for your specific product category and selling platform.

Why AuraDPP?

We are an EU-based company registered in Slovakia. We offer EU AR service and DPP creation in one platform. Our service covers all EU marketplaces: Amazon.de, Amazon.fr, Amazon.it, Amazon.es, Amazon.nl, Amazon.pl, Amazon.se, Amazon.be, Etsy, Shopify, and more.

We support sellers in 10 languages: English, Chinese, Turkish, Arabic, German, French, Spanish, Polish, Romanian, and Dutch. Our team responds within 24 hours.