Case Study: US DTC Brand Restores Amazon EU Sales Fast

Background: Challenges Breaking Into Amazon EU

Why Listings Were Removed

For this US DTC brand—a rapidly scaling skincare company selling direct-to-consumer in the United States—the ambition was clear: tap into the lucrative European market by expanding listings through Amazon EU. However, the journey was not as straightforward as expected. Within weeks of onboarding their products to Amazon’s European marketplaces, several key listings were unexpectedly removed. The brand faced immediate suspension notices, citing non-compliance with regional regulations and safety documentation requirements. This setback threatened not just revenue but also brand reputation overseas.

Crucially, the brand had assumed that approvals and reviews completed under Amazon US Seller Central would suffice. This was a costly mistake. The European market mandates a distinctly different layer of regulatory adherence, particularly under frameworks like the EU Cosmetic Regulation, General Product Safety Directive, and CE mark declarations. Without a valid EU Responsible Person assigned, along with correct labelling in local languages and access to compliance documentation, Amazon had no choice but to de-list the affected SKUs.

The Role of an EU Responsible Person

Ensuring Product Compliance

The cornerstone of product compliance in Europe lies in appointing what is known as an EU Responsible Person (RP). For US DTC brands, especially those shipping cosmetics, supplements, or other regulated products, this person is not optional—it is a legal necessity. Their responsibility includes ensuring that each product meets EU safety standards, that the information dossier is comprehensive, and that labelling is appropriately localised.

The EU RP also becomes the first point of contact for regulatory authorities conducting random market audits or consumer safety investigations. In this case study, the brand’s failure to designate an EU RP was the trigger for Amazon’s automated removal systems to suspend listings without appeal. The brand needed a rapid intervention—not only to name a Responsible Person but to rebuild trust in its compliance infrastructure across multiple SKUs and countries.

“Not having an EU Responsible Person will almost certainly result in delisting from Amazon marketplaces in Europe. For US-based brands, this is often the single most overlooked prerequisite.” — Eldris Compliance Specialist

Step-by-Step: How the Brand Acted Quickly

Speed was vital. With revenue at risk and thousands of euros in daily sales lost due to the delisting, the brand initiated a stepwise recovery plan in collaboration with compliance experts. The first step was immediate appointment of a certified EU Responsible Person through a third-party regulatory consultancy. In parallel, the brand underwent a rapid audit of all affected product documentation, including Safety Data Sheets (SDS), Product Information Files (PIFs), and relevant test reports.

Each file was checked for accuracy, including translation completeness and up-to-date REACH alignment. Within 24 hours, the revised material was uploaded to Amazon via Seller Central’s document upload tool under the correct product ASINs. The brand also issued a formal response to Amazon’s compliance notification, referencing updated documentation and the appointed RP’s credentials. Fast implementation, diligent coordination, and effective documentation were essential to Amazon’s rapid acceptance.

Documentation & Labeling: Getting It Right

Misaligned or incomplete product documentation was another key reason for listing removal. Amazon EU operates under a buyer-first model that heavily emphasises transparency and traceability. Non-compliant labelling, such as missing country-of-origin declarations or improper INCI formatting (for cosmetics), immediately triggers automated takedowns.

The US DTC brand had originally used labelling templates optimised for its American audience. These omitted elements mandatory under EU law, such as address of the Responsible Person, language localisation, and batch numbers. With expert help, the brand redesigned its packaging assets virtually overnight. Translations were human-verified, not machine generated, to comply with native-language presentation rules enforced in countries such as Germany, France, and Italy.

Moreover, digital assets such as images on Amazon listings were updated to reflect the corrected labels. This avoided misrepresentation claims and made the case for reinstatement stronger.

Amazon Seller Central: Reinstating Listings

Reinstating listings on Amazon EU is not merely a documentation process—it often requires strategic communication within the Seller Central interface. The brand prepared tailored appeals through the Amazon Performance Notifications dashboard. Each message was crafted to acknowledge the compliance lapse, outline specific corrections made, and provide direct links or uploads of all documentation involved.

Amazon’s response was notably efficient once all documentation was in place. The system detected updated records and auto-reinstated less sensitive ASINs. For categories under stricter review—like skin serums and ingestibles—a manual review was conducted, with feedback provided within 12 hours. The involvement of an officially recognised EU Responsible Person accelerated trust and verification protocols internally within Amazon’s regulatory review team.

In under 48 hours, over 90% of the suspended listings were back online. Importantly, customer reviews, ASIN history, and keyword rankings were preserved—demonstrating the importance of acting swiftly and correctly within the Seller Central environment.

Results Achieved in Under 48 Hours

The outcome emphasised the importance of strategic alignment between compliance and operations. In total, 32 affected ASINs were fully reinstated within two business days. Sales volume on Amazon Germany and France returned to 85% of pre-suspension levels within a week. Customer retention was protected thanks to the prompt resolution and honest transparency in customer service messaging.

This rapid turnaround would not have been possible without the brand’s partnership with compliance consultants and experienced Amazon specialists. It showcased how even for a US DTC brand with little prior EU exposure, an agile and educated approach can reverse setbacks quickly and comprehensively.

Using Eldris for Seamless EU Compliance

The brand eventually contracted Eldris to serve as its long-term EU compliance partner. With over a decade of expertise assisting DTC companies worldwide, Eldris offered a consolidated service: RP designation, document management, labelling accuracy, and regulatory horizon scanning. This total-service model relieved the brand’s in-house team of an enormous burden.

Eldris introduced automation to maintain future compliance—ensuring that every reformulation, packaging redesign, or language expansion was assessed for its impact on legal requirements. Monthly audits, fast-track documentation filing, and 24/7 Amazon integration support became part of the compliance stack.

To learn more about how Eldris supports emerging brands scaling internationally, visit Learn more about EU compliance for DTC and ecommerce brands. One key differentiator was Eldris’ ability to intervene directly with Amazon regulatory teams—a competitive advantage built over years of trust-based collaboration with marketplace regulators.

Lessons for Other DTC Brands

This experience offers a powerful lesson for any US DTC brand eyeing growth through Amazon EU markets. First and foremost: do not underestimate European compliance. Each country bears specific regulations layered atop universal EU mandates. Regulatory fragmentation often trips up brands because documentation must be both complete and localised.

Second, invest early in infrastructure. Compliance cannot be “added in” post-launch. Hiring an EU RP should be prioritised before pressing “publish” on any international listing. And finally, educate internal teams across fulfilment, marketing, and customer care—because compliance issues often intersect with operational missteps like missing import labels or incorrect shipping invoices.

Relevant internal resources such as Read a related article provide a richer breakdown of region-specific compliance checklists that are essential before considering Amazon EU entry.

Common Pitfalls in EU Marketplace Compliance

Even brands with significant revenue and experienced ecommerce teams stumble when crossing borders. Common pitfalls that US DTC brands encounter include:

• Attempting to list regulated products with incomplete PIFs
• Failing to translate consumer safety warnings into local languages
• Using outdated certification marks that have changed under EU regulation (e.g., CE, RoHS)
• Assuming Amazon does not audit documentation for Fulfilled-by-Amazon inventory
• Using US-centric labels with imperial measurements, which are not legal for EU sale

Proactive review and region-specific knowledge are key to avoiding these costly delays and delistings.

Future Growth & EU Expansion Plans

Following the restoration of their listings, the brand now sees Europe as a core strategic growth area. Plans are underway to expand SKUs selectively to Spain, Sweden, and the Netherlands. Equally, the brand intends to launch multi-lingual product pages with SEO localisation services reflecting cultural nuances and shopping behaviours.

Extended warehousing within the Amazon Pan-EU FBA network is also being explored. This allows next-day delivery and reduces cross-border logistical frictions. Most critically, the brand is embedding EU compliance into product development cycles—meaning regulatory planning now informs product design and go-to-market strategy from the outset rather than retroactively.

Brands considering similar moves should explore guidance from Case studies showcasing DTC brand growth on planning for EU regulatory risk as part of DTC expansion.

Conclusion

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