What Is GPSR? Complete Guide for Amazon & Etsy Sellers (2026)

What Is GPSR? Complete Guide for Non-EU Sellers 2026 (With Checklist)

Updated: July 2026 | By Goran Matejic, LIMASE s.r.o.

The General Product Safety Regulation — commonly known as GPSR — is the EU's most significant overhaul of product safety law in over 20 years. If you sell physical products to customers in the European Union, GPSR affects you directly, regardless of where your business is based. This complete guide explains what GPSR is, what it requires, who it applies to, and the exact 5-step compliance checklist for non-EU sellers.

What GPSR Stands For

GPSR stands for General Product Safety Regulation. Its full official name is EU Regulation 2023/988 of the European Parliament and of the Council on general product safety. It replaced the previous General Product Safety Directive (GPSD, 2001/95/EC) and came into full effect on 13 December 2024.

The regulation is published in the Official Journal of the European Union and is directly binding in all 27 EU member states without requiring national transposition. This means the same rules apply whether your customer is in Germany, France, Poland, or any other EU country.

Why GPSR Was Introduced

The previous product safety directive dated from 2001 — before the rise of e-commerce, online marketplaces, and cross-border direct-to-consumer shipping. GPSR was introduced to address three key gaps:

Online marketplaces and direct imports. Under the old directive, non-EU sellers could ship products directly to EU consumers with no EU-based point of contact for market surveillance authorities. GPSR closes this gap by requiring every non-EU seller to appoint an EU Authorised Representative (EU AR) whose contact details appear on the product and listing.

Digital traceability. GPSR introduces requirements for product traceability, including the groundwork for Digital Product Passports (DPP) under the linked ESPR regulation (EU 2024/1781). Products must be identifiable and traceable throughout the supply chain.

Marketplace accountability. GPSR explicitly assigns obligations to online marketplace platforms (Amazon, Etsy, eBay, Shopify, etc.) to ensure that products listed on their platforms comply with EU safety requirements. This is why Amazon and Etsy now actively enforce GPSR compliance on their platforms.

Who Does GPSR Apply To?

GPSR applies to any economic operator who places or makes available a consumer product on the EU market. The regulation defines economic operators broadly:

The critical point for non-EU sellers: if you ship a physical product to an EU consumer, you are an economic operator under GPSR. This applies regardless of:

• Your country of origin (USA, UK, China, Turkey, India, Australia, Canada — all covered)
• Your sales volume (no minimum threshold)
• Your product category (all consumer products, with limited exceptions)
• Your sales channel (Amazon, Etsy, Shopify, WooCommerce, your own website)

What Products Does GPSR Cover?

GPSR covers all consumer products — defined as any product intended for consumers or likely to be used by consumers, even if not originally designed for them. This includes:

• Electronics and electrical appliances
• Toys and children's products
• Clothing, textiles, and footwear
• Jewellery and accessories
• Cosmetics and personal care products
• Furniture and home goods
• Sports and outdoor equipment
• Tools and hardware
• Food contact materials
• Handmade and craft products

Products NOT covered by GPSR (because they have their own sector-specific regulations):

• Medicinal products and medical devices
• Food and feed products
• Aviation and aerospace products
• Antiques

What GPSR Requires: The 5 Core Obligations

1. Appoint an EU Authorised Representative

Every non-EU manufacturer or seller must appoint an EU Authorised Representative (EU AR) — a legal entity registered in the EU that acts as the official point of contact for EU market surveillance authorities. The EU AR's name, address, and contact details must appear on:

• The product itself (label or packaging)
• The product's online listing (Amazon, Etsy, etc.)
• Any accompanying documentation

This is the most urgent requirement for most non-EU sellers, because Amazon and Etsy now actively block listings that do not include a valid EU AR address.

2. Maintain a Technical File

You must maintain a technical file containing:

• A general description of the product and its intended use
• Safety analysis and risk assessment
• Test reports and certificates (CE marking where applicable)
• Instructions for use and safety warnings
• A list of applicable EU regulations and standards

The technical file must be kept for 10 years after the last product was placed on the market and must be made available to EU market surveillance authorities on request.

3. Display Required Information on the Product

Every product sold to EU consumers must display:

• The manufacturer's name and address (or the EU AR's name and address for non-EU manufacturers)
• A unique product identifier (batch number, model number, or serial number)
• Any required warnings or safety information in the official language(s) of the EU country where the product is sold

4. Report Unsafe Products

If you become aware that a product you have sold to EU consumers is unsafe, you must:

• Immediately notify the EU Safety Gate (the EU's rapid alert system for dangerous products)
• Notify affected consumers
• Take corrective action (recall, repair, replacement, or refund)

Your EU AR handles Safety Gate notifications on your behalf.

5. Cooperate with Market Surveillance Authorities

EU market surveillance authorities (customs, national safety agencies) have the right to request your technical documentation, inspect your products, and order corrective measures. Your EU AR is the official contact point for these communications.

GPSR Checklist for Non-EU Sellers (5 Steps)

Use this checklist to verify your compliance status:

If you have not completed all 5 steps, your products may be removed from EU marketplaces or detained at EU customs.

GPSR on Amazon: What Sellers Need to Know

Amazon began enforcing GPSR in late 2024 and has since deactivated hundreds of thousands of listings that do not include a valid EU Responsible Person (Amazon's term for the EU AR). If you see the error message "GPSR compliance documentation required" or "To list this product, you must provide GPSR information" in Seller Central, you need to add your EU AR details immediately.

To add your EU Responsible Person in Amazon Seller Central:

1. Go to Seller Central → Inventory → Manage All Inventory
2. Select the affected listing and click Edit
3. Navigate to the Compliance tab
4. Enter your EU Responsible Person's name, address, email, and phone number
5. Save and submit

Amazon typically reactivates listings within 24–72 hours after a valid EU AR is submitted.

GPSR on Etsy: What Sellers Need to Know

Etsy classifies all non-EU sellers as economic operators under GPSR and requires them to add an EU Authorised Representative to their listings. Etsy calls this the "Economic Operator" field in Shop Manager. If your Etsy shop has been suspended or your listings removed due to missing GPSR compliance, you need to add your EU AR address under:

Shop Manager → Settings → Partners you work with → Add economic operator

Etsy typically reinstates listings within 1–3 business days after a valid EU AR address is added.

GPSR Enforcement: What Happens If You Don't Comply?

Non-compliance with GPSR can result in:

• Listing removal on Amazon, Etsy, and other EU-compliant marketplaces
• Shipment detention at EU customs (goods held until compliance is demonstrated)
• Fines from EU market surveillance authorities (up to €30,000 in some member states)
• Product recall orders
• Ban on selling in the EU market

The enforcement risk is highest for sellers on Amazon and Etsy, where platform-level enforcement is already active. Sellers on their own websites face lower immediate risk but are still legally obligated to comply.

How Much Does GPSR Compliance Cost?

The main cost of GPSR compliance for non-EU sellers is the EU Authorised Representative service fee. Prices vary by provider:

AuraDPP provides the EU AR service from €99/month (Standard plan), which covers all product categories except cosmetics and high-risk items. The Professional plan (€199/month) covers electronics, toys, and cosmetics. All plans include the official EU AR appointment letter, registered EU address (Slovakia), and handling of EU authority communications.

GPSR and the Digital Product Passport (DPP)

GPSR is the foundation, but the EU's product compliance framework goes further. The ESPR Regulation (EU 2024/1781) introduces the Digital Product Passport (DPP) — a mandatory digital record for regulated product categories, accessible via a QR code on the product or packaging.

DPP requirements will roll out by product category from 2026 to 2030:

Non-EU sellers who need both GPSR compliance (EU AR) and a Digital Product Passport can use AuraDPP's combined service, which is the only platform that provides both under a single subscription.

Frequently Asked Questions About GPSR

What is GPSR in simple terms? GPSR is the EU law that requires all physical products sold to EU consumers to be safe and traceable. For non-EU sellers, the most important requirement is appointing an EU Authorised Representative whose contact details appear on the product and listing.

When did GPSR come into effect? GPSR (EU 2023/988) came into full effect on 13 December 2024, replacing the previous General Product Safety Directive (GPSD) from 2001.

Does GPSR apply to US sellers? Yes. GPSR applies to any non-EU seller who ships physical products to EU consumers, including US, UK, Chinese, Turkish, Indian, and Australian sellers.

What is the difference between GPSR and CE marking? CE marking is a product-specific conformity marking required for certain regulated product categories (electronics, toys, medical devices, etc.). GPSR is a broader framework that applies to all consumer products. CE marking is one way to demonstrate GPSR compliance for regulated categories, but GPSR also applies to products that do not require CE marking.

What happens if I don't comply with GPSR? Non-compliance can result in listing removal on Amazon and Etsy, shipment detention at EU customs, fines from market surveillance authorities, and product recall orders.

Do I need a separate EU AR for each product? No. One EU AR can cover all your products. The EU AR's contact details must appear on each product and listing, but a single mandate covers your entire product range.

Is GPSR the same as the EU Responsible Person requirement? Yes. Amazon uses the term "Responsible Person" for the same role that GPSR calls "EU Authorised Representative" (EU AR). They refer to the same legal obligation.

How do I get an EU Authorised Representative quickly? AuraDPP provides EU AR services with setup in 24 hours. After signup, you receive a signed appointment letter and AuraDPP's EU address (Slovakia) that you add to your product listings and packaging.

By Goran Matejic, LIMASE s.r.o. — EU Compliance Specialist, Bratislava, Slovakia

Sources: EU Regulation 2023/988 (GPSR), EU Safety Gate, European Commission — Product Safety