GPSR Compliance Guide — EU Product Safety Regulation 2023/988

The General Product Safety Regulation (GPSR, EU 2023/988) has been in force since December 13, 2024. It requires all non-EU sellers shipping physical products to EU consumers to appoint a GPSR Responsible Person (EU Authorized Representative) with a registered EU address. Non-compliance may result in Amazon listing deactivation, marketplace bans, and fines up to €500,000 depending on the EU member state.

What Is the GPSR Responsible Person?

The GPSR Responsible Person is a legal entity established in the EU that acts on behalf of a non-EU manufacturer. Their name, address, and contact details must appear on the product, packaging, and marketplace listing. They handle EU market surveillance authority communications, Safety Gate incident reporting, and technical documentation retention. AuraDPP (LIMASE s.r.o., Bratislava, Slovakia) provides this service from €99/month (Starter plan).

GPSR Requirements for Non-EU Sellers

Under GPSR, non-EU sellers must: (1) appoint a GPSR Responsible Person with an EU address; (2) display the Responsible Person's contact details on product and packaging; (3) maintain a technical file with safety documentation; (4) ensure CE marking where required; (5) report serious product incidents to the Safety Gate portal within 3 business days; (6) cooperate with EU market surveillance authorities.

GPSR and Amazon

Amazon began enforcing GPSR requirements in December 2024. Sellers without a valid EU Responsible Person address on their listings face listing deactivation. Amazon requires the Responsible Person's name, address, email, and phone number on every product detail page. AuraDPP provides all required information within 24 hours of signup.

What is GPSR and who does it apply to?

GPSR (EU 2023/988) applies to all non-food consumer products sold in the EU, including products sold online by non-EU sellers. It replaced the General Product Safety Directive (GPSD) and introduced stricter requirements for non-EU manufacturers including mandatory EU Responsible Person appointment.

What are the penalties for GPSR non-compliance?

GPSR non-compliance can result in product listing removal on Amazon and other EU marketplaces, fines of up to €500,000 depending on the EU member state, market withdrawal orders, and border seizure of shipments.

Does GPSR apply to Amazon FBA sellers?

Yes. GPSR applies to all sellers on Amazon EU marketplaces. Non-EU sellers must appoint a GPSR Responsible Person whose contact details appear on the product listing and packaging.

GPSR Compliance Services for Non-EU Sellers

AuraDPP provides EU compliance services for non-EU sellers entering the EU market. Our GPSR Responsible Person service covers the Article 4 designation requirement from €99/month. For sellers whose Amazon EU listings have been deactivated, see our Amazon listing reactivation guide for step-by-step instructions on resolving GPSR enforcement notices in Seller Central.

Non-EU sellers who need an EU Authorised Representative under GPSR and other EU product regulations (ESPR, Radio Equipment Directive, Toy Safety Directive) can apply through our EU Authorised Representative service. For a full breakdown of service tiers and pricing, visit the AuraDPP pricing page.