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?

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.

What products are covered by the WEEE Directive?

The WEEE Directive covers all electrical and electronic equipment including consumer electronics, household appliances, IT equipment, lighting, tools, and batteries.

Do I need WEEE registration in every EU country?

Yes, WEEE registration is required in each EU member state where you sell. Germany is the most critical for Amazon sellers.

WEEE Authorised Representative for Non-EU Sellers

Updated: July 2026. If you sell electronics, electrical appliances, batteries, or any electrical equipment to EU customers from outside the EU, you are subject to the WEEE Directive (EU 2012/19/EU) — the Waste Electrical and Electronic Equipment Directive. Non-EU sellers placing electrical products on the EU market must appoint a WEEE Authorised Representative in each EU member state where they sell. This guide explains what WEEE compliance requires, who needs it, and how AuraDPP can help.

What Is the WEEE Directive?

The WEEE Directive (EU 2012/19/EU, amended by EU 2018/849) requires producers and importers of electrical and electronic equipment (EEE) to take responsibility for the end-of-life disposal and recycling of their products. For non-EU sellers, this means registering as a “producer” in each EU member state where products are sold and either joining a collective WEEE take-back scheme or establishing an individual take-back system. The WEEE Directive covers 10 categories of products including household appliances, IT and telecommunications equipment, consumer electronics, lighting equipment, electrical tools, toys and leisure equipment, medical devices, monitoring instruments, automatic dispensers, and new categories under the open scope introduced in 2018.

Who Needs a WEEE Authorised Representative?

Under WEEE Article 17, non-EU manufacturers and sellers who place EEE on the EU market must appoint an Authorised Representative established in the EU for each member state where they sell. The Authorised Representative registers the non-EU seller in the national WEEE producer register, pays the required WEEE fees, and ensures compliance with national take-back and reporting obligations. Without a WEEE Authorised Representative, non-EU sellers risk having their products removed from EU marketplaces including Amazon EU, eBay EU, and Zalando.

Product Category	WEEE Required	Examples
Consumer electronics	✓ Yes	Smartphones, tablets, cameras, headphones
Household appliances	✓ Yes	Coffee machines, hair dryers, vacuum cleaners
IT equipment	✓ Yes	Laptops, keyboards, printers, monitors
Lighting	✓ Yes	LED bulbs, fluorescent lamps
Batteries	✓ Yes (Battery Regulation)	All battery types
Clothing, textiles	✗ No	Not electrical equipment
Non-electrical toys	✗ No	Plush toys, board games

WEEE and GPSR: Do You Need Both?

Yes — WEEE and GPSR are separate obligations. If you sell electrical products in the EU, you need both a GPSR Responsible Person (for product safety) and a WEEE Authorised Representative (for end-of-life recycling compliance). AuraDPP covers the GPSR Responsible Person requirement. For WEEE registration, AuraDPP can guide you to the appropriate national WEEE compliance schemes in Germany (EAR), France (OCAD3E), and other EU member states.

WEEE Compliance on Amazon EU

Amazon EU requires sellers of electrical products to provide their WEEE producer registration number for each EU marketplace (Amazon.de, Amazon.fr, Amazon.it, Amazon.es, Amazon.nl, Amazon.pl, Amazon.se). Without a valid WEEE registration number, Amazon may restrict or remove listings. Non-EU sellers must appoint a WEEE Authorised Representative in Germany (the largest EU marketplace) as a minimum, and ideally in all major EU member states where they sell.

Frequently Asked Questions: WEEE Compliance

What products are covered by the WEEE Directive?: The WEEE Directive covers all electrical and electronic equipment (EEE) — products that depend on electric currents or electromagnetic fields to work. This includes consumer electronics, household appliances, IT equipment, lighting, tools, toys with electrical components, and batteries. If your product has a plug, battery, or electrical component, it is likely covered.
Do I need WEEE registration in every EU country?: Yes, in principle — WEEE registration is required in each EU member state where you sell. However, for most non-EU e-commerce sellers, Germany (Amazon.de) is the most critical registration because it is the largest EU market and Amazon.de enforces WEEE compliance strictly.
What happens if I sell electrical products in the EU without WEEE compliance?: Amazon and other EU marketplaces can remove your listings. EU market surveillance authorities can issue fines and prohibit the sale of non-compliant products. In Germany, competitors can also take legal action against non-compliant sellers under unfair competition law.
Does AuraDPP provide WEEE registration?: AuraDPP provides GPSR Responsible Person services for electrical products. For WEEE producer registration, we can guide you to the appropriate national schemes. Contact us at auradpp.com for a full compliance assessment of your electrical product range.

Check your product compliance with the free GPSR Compliance Checker or contact AuraDPP for a full WEEE compliance assessment. — Goran Matejic, LIMASE s.r.o. (AuraDPP), Bratislava, Slovakia | WEEE Directive 2012/19/EU (EUR-Lex)