In This Article
- Amazon now fully enforces EU rules—compliance gaps lead to immediate disruptions.
- Lack of an EU Responsible Person is the #1 reason for product delisting.
- Proper labelling, documentation and hazardous goods declarations are non-negotiable.
- A qualified RP can quickly resolve customs blocks and prevent future penalties.
- Digital Services Act obligations now apply to all ecommerce marketplace listings.
Understanding EU Amazon Compliance in 2024
The Growing Compliance Pressure on Sellers
Amazon Compliance Failures are becoming dramatically more common for non-EU and EU-based sellers alike. As regulations grow stricter, Amazon has implemented rigorous enforcement measures affecting every listing sold into the European market. Sellers are expected to meet an expanding set of obligations including proper product labelling, up-to-date technical documentation, hazardous goods declaration, marketplace transparency agreements, and appointment of an EU-based Responsible Person (RP).
By 2024, the Digital Services Act (DSA) and updates to the Market Surveillance Regulation have intensified compliance conditions. Failure to meet these rules risks product delisting, financial penalties, or seizure by EU customs at borders and ports. For Amazon sellers importing goods into the EU, the margin for error has all but disappeared. Every product must meet highly specific packaging, information, and traceability requirements to avoid these severe setbacks.
Understanding and correcting Amazon Compliance Failures is now not just a question of best practices—but an operational necessity. Sellers must proactively align their operations with current EU legislation to thrive on Amazon’s platforms.
Why EU Customs Seize Amazon Shipments
Box Labelling, Missing RP, and Documentation Issues
One of the most confounding issues sellers experience today is having their Amazon-bound stock seized or delayed by EU customs. In nearly all cases, these actions are due to preventable Amazon Compliance Failures. Customs inspections have become hyper-focused on three major red flags: incorrect box labelling, the absence of an EU Responsible Person, and missing documentation such as CE declarations and safety manuals.
Amazon requires that your external packaging clearly list your CE-marked products and include the contact details of the Responsible Person based in the EU. If these are missing or incorrectly formatted, shipment rejections are almost guaranteed. Similarly, when technical files are incomplete or not electronically accessible by customs officials in their preferred format, transit stalls, and enforcement follows.
Moreover, shipments flagged with undeclared hazardous components, especially for electronics and cosmetics, are frequently impounded under REACH and CLP regulations. This triggers costly testing procedures and risk of total consignment destruction if compliance cannot be rapidly demonstrated.
Top 5 Amazon EU Compliance Failures
From Product Delisting to Cross-Border Fines
The most serious Amazon Compliance Failures often result in penalties ranging from account suspension to market bans. Over the past year, five types of compliance scenarios have emerged as the primary triggers for enforcement action. These are: (1) failure to appoint an EU-based Responsible Person; (2) incorrect or absent labelling; (3) failure to declare hazardous goods; (4) breaches of the Digital Services Act; and (5) missing or incomplete technical documentation required under CE legislation.
Understanding these risk areas is critical. A staggering number of sellers still assume that Amazon handles compliance. In reality, Amazon’s legal structure shifts all product responsibility—liability included—to the seller. Without immediate fixes, businesses face blocked inventory, massive lost revenues, and irreparable damage to brand visibility.
Failure 1: Missing Responsible Person
Why It Triggers Instant Delistings
The absence of a designated EU Responsible Person is the single most dangerous oversight for non-EU sellers. According to the Market Surveillance Regulation ((EU) 2019/1020), any product entering the EU must have an authorised entity—either a company or an individual—based within the EU, named as the Responsible Person. This entity ensures products conform to rules and collaborates with market surveillance authorities upon request. Amazon strictly enforces this via automated scans and manual checks.
If an RP is not appointed (or incorrectly registered in Seller Central), product listings can be suppressed with no prior notice. For high-value goods or seasonal products, this abrupt delisting can result in significant commercial loss. Sellers must ensure their RP is not only appointed but that their contact information appears on packaging, documentation, and Amazon listings.
Failure 2: EU Labelling Non-Compliance
What the Law Requires (and Amazon Enforces)
Improper labelling is a leading cause of Amazon Compliance Failures, as it violates both general product safety rules and specific directives such as Low Voltage Directive (LVD), Toys Directive, or Cosmetics Regulation. Fines can apply at both customs and platform level. Labelling errors include missing CE marks, unreadable model identifiers, and the absence of RP contact details.
Even if a product performs well technically, it can be rejected or delisted if labelling doesn’t match EU format standards. All labels must appear in the language of the destination country and conform to font size, placement, and clarity guidelines. In many cases, sellers must retrofit packaging or relabel stock in customs warehouses to meet release conditions. Proactive labelling reviews and RP-coordinated checks are essential preventive steps.
Failure 3: Undeclared Hazardous Components
How Safety Regulations Interact with Customs Checks
Hazardous substances, particularly in electronics, cosmetics, toys, and batteries, are tightly regulated in the EU. Sellers must comply with the REACH regulation, CLP guidelines, and local hazardous material laws. Non-compliance typically starts with undeclared substances flagged by customs or notified by Amazon’s internal safety algorithm.
Products that appear suspicious—such as power banks, glues, or skincare items with active ingredients—are held until Safety Data Sheets (SDS) or chemical composition declarations are reviewed. If sellers cannot produce the right paperwork within days, Amazon may delist products permanently. Customs may require independent lab testing, which can cost thousands in unexpected delays and analysis fees.
Working with an RP who maintains all compliance documents—down to raw material declarations—is the most efficient way to avoid these blockers. Rapid document retrieval reduces customs friction significantly.
Failure 4: Violating Digital Services Act Regulations
Marketplace Transparency Mandates
Introduced in early 2024, the Digital Services Act (DSA) mandates strict transparency from Amazon and its sellers. All products must now list the seller’s identity clearly, flag safety warnings, and include detailed consumer rights information. Amazon is legally bound to enforce these rules, which has led to mass listing removals of non-compliant products.
Under the DSA, sellers using pseudonyms or shipping from fulfilment centres without clarity on origin are flagged. EU enforcement authorities now use Amazon’s Listing Transparency Reports to audit thousands of entries every month. If your Responsible Person is not linked to uploaded compliance statements, your ASINs become high-risk candidates for delisting.
Clear, verified seller identity—combined with an accessible RP—is mandatory. Ensure you proactively publish compliance declarations as part of your product listings where applicable.
Failure 5: Incomplete Technical Files
Why CE Documentation Must Be On-Hand
For any CE-marked product sold in the EU, a complete and up-to-date technical file must be both available and accessible by authorities within 10 calendar days. These files typically include the Declaration of Conformity (DoC), instructions for use, safety assessments, and relevant EU directive testing data.
Many Amazon sellers operate under the false belief that uploading one static doc to Seller Central suffices. However, governing regulations demand periodic updates and declared availability through an EU-based contact—usually your Responsible Person. If technical documentation is outdated or mismatched at time of audit, your listings face swift takedown.
In-house storage isn’t enough. Your RP must be empowered to respond directly to requests from government officials. Failure here often spirals into full account reviews and heavy penalties.
“By partnering with a proactive EU Responsible Person, over 90% of Amazon compliance failures can be prevented before triggering enforcement.” – Compliance Lead, RP Interactive
How a Responsible Person Solves Every Compliance Blocker
An experienced EU Responsible Person (RP) is not just a legal requirement—it is a strategic advantage in preventing Amazon Compliance Failures. From ensuring proper documentation to rapid response during customs holds, your RP acts as your compliance control tower. Their primary role is to interface with surveillance authorities, respond to documentation requests within prescribed timeframes, and safeguard your products from listing disruptions.
A qualified RP will proactively audit your technical files, oversee labelling accuracy, and advise on product risk categories. They also pre-position documentation and ensure traceability from importer to end-user. Working with a professional RP service immediately signals regulatory credibility, often resulting in smoother customs outcomes and sustained Amazon performance.
Without an RP, sellers must individually manage regulatory contact, documentation handling, and Amazon’s Seller Central compliance updates—a recipe for error. Teams such as Learn more about Amazon EU Compliance & Responsible Person Solutions can offer such representation at scale with robust, audit-ready infrastructure.
Takeaways for EU Sellers on Amazon
EU compliance in 2024 is not just about avoiding delistings—it’s about sustaining your brand’s reputation, ensuring uninterrupted sales, and proving regulatory integrity. As Amazon continues to automate enforcement under growing EU legislation, even minor compliance gaps can cause massive problems. Investing in a compliant infrastructure supported by a Responsible Person is the most cost-effective safeguard you can implement.
If you’re already facing issues, don’t delay. Consult experts like CPSC ruling on Amazon’s compliance for hazardous products or explore options like Read a related article that specialise in RP services for cross-border Amazon sellers.
Great guide on top-5-amazon-compliance-failures-fixed-by-appointing-a-rp-interactive – Community Feedback
What are the barriers Amazon has been encountering in the EU?
Amazon faces major barriers in the EU, such as strict designation as a ‘very large online platform’ under the Digital Services Act, challenging their ability to operate with fewer regulatory burdens and increasing their compliance obligations.
What is the CPSC decision on Amazon?
In July 2024, the CPSC ruled against Amazon, determining the company was a distributor of 400,000 hazardous products sold through its platform. This decision stresses the importance of enhanced consumer safety and holding online retailers responsible.
