EU Compliance: 7 Pitfalls Amazon Sellers Must Avoid 2024

Why EU Compliance Matters for Amazon Sellers

Compliance = Marketplace Longevity

Many Amazon sellers neglect the importance of EU Compliance when expanding operations across Europe. However, failing to meet regulatory standards can result in immediate account suspension, hefty fines, or permanent bans. EU countries enact strict product safety, labelling, and documentation laws, and Amazon enforces these meticulously through its platform compliance policies. Ensuring your listings comply with EU regulations is not merely a best practice—it’s a requirement for sustaining your business. EU Compliance is the bedrock of cross-border trade success in the marketplace-dominated ecosystem of Amazon. Without it, sellers risk reputational damage, inventory seizures, and disrupted revenue streams.

1. Missing a Responsible Person for the EU

Your Legal Product Contact

Under EU Regulation (EU) 2019/1020, every product bearing CE marking must have an EU-based Responsible Person (RP) who is accountable for product compliance. This individual or entity acts as your legal contact within the EU and ensures conformity documentation is available for market authorities. Without appointing an RP, your product can be permanently removed from Amazon listings or blocked at customs.

Amazon began enforcing the Responsible Person requirement strictly as of 2021, but in 2024, enforcement has intensified. For non-EU-based sellers, the absence of a Responsible Person is one of the most common reasons for product suspension. Sellers must verify their RP is legitimate, identifiable, and responsive to compliance queries. A non-operational RP will not suffice. Sellers should regularly audit and update the contact information with Amazon and in the product labelling and packaging.

“Your Responsible Person is your passport to EU Compliance. Without them, your shipment is just cargo without a destination.”

2. Ignoring CE and Labeling Requirements

Products falling under CE Directive categories—like electronics, toys, personal protective equipment (PPE), and medical devices—must carry appropriate CE marking. Not only must the right label be physically present on the product and packaging, but it must also be correctly formatted and legally justified by a presiding conformity assessment.

Too many Amazon sellers falsely assume that listing a CE logo is enough. In 2024, regulatory bodies and Amazon algorithmic checks are verifying the underlying test reports and declarations of conformity tied to each CE label. Sellers must align their product with the correct legislation—whether it’s the Radio Equipment Directive (RED), Low Voltage Directive (LVD), or the Toy Safety Directive—and maintain proof of testing as part of their compliance dossier.

Further, multi-lingual labelling is now expected in the language of the destination country. Selling an EU product labelled only in English into France or Germany will breach localisation requirements. This adds complexity, demanding multilingual support, but it’s essential for true EU Compliance.

3. Incomplete Technical Documentation

Article 11 of the Product Safety Framework requires that importers and manufacturers maintain an updated technical file for each CE-marked or regulated product. The technical documentation must include the product’s construction details, relevant testing reports, risk assessments, and compliance declarations. While this may seem bureaucratic, it is the first document requested during a market surveillance inspection.

Many Amazon sellers fail to compile or update this documentation, especially when relying on overseas manufacturers. In 2024, Amazon is expected to introduce AI-driven audits on randomly selected products to check for back-end documentation consistency. Not having a continually maintained technical file can lead to sudden account suspensions or removal of entire catalogue lines.

To remain EU compliant, prepare these files during product development, not post-sale. Store technical files digitally and ensure your Responsible Person has copies on hand for inspection. Without them, you’ll be considered non-compliant, regardless of product safety.

4. Classifying the Wrong Product Category

Accurate product classification is key to determining applicable EU directives and compliance requirements. Legal obligations differ widely between electrical appliances and personal wellness products. Misclassifying your item can expose your business to the wrong set of standards—or worse, no standards at all.

Product classification errors often occur when sellers select incorrect Harmonised System (HS) codes during customs entries or when tagging a product’s Browse Node within Amazon’s listing structure. In both scenarios, wrong classification could lead authorities or Amazon to impose new compliance demands—or suspend listings entirely.

Sellers should invest time in confirming that technical and marketing documentation reflects the correct regulatory framework. Consultation with legal or customs experts is advisable, especially for ambiguous product types like wearable electronics or hybrid devices.

5. Violating New 2024 Amazon Bundle Policies

As of Q2 2024, Amazon has overhauled its policies around product bundles, especially those involving regulated goods. Sellers must now prove that each element in a bundled listing complies with individual certification and safety standards. For example, a baby bottle heater bundled with bottles and a cleaning cloth must have CE documentation and labelling for each component—not just the primary heating device.

This change has caught many sellers off guard, particularly private label sellers who source bundled sets from Asian manufacturers. If even one component lacks conformity, the entire listing can be deactivated. Moreover, incomplete or misleading labelling across bundled items violates Amazon’s Product Authenticity and EU Compliance rules in tandem.

To maintain listing integrity, sellers must audit bundled listings every six months. Ensure all physical and digital assets—from labelling to test certificates—are up to date. Consider removing bundles that introduce compliance risks or reconfigure them with certified components only.

6. Non-Compliant Product Safety Testing

Safety testing is the cornerstone of product legitimacy in the EU market. Amazon mandates that sellers submit authentic, third-party testing documentation to support any certified claims. In some cases, the platform requires submission through its internal Product Safety Team before listing approval.

In 2024, non-EU labs offering cheaper, expedited testing are being flagged by regulators for improper certifications. Amazon is increasingly scrutinising test lab accreditations. Sellers should ensure all testing was done in labs recognised under ISO 17025 by national accreditation bodies, such as UKAS in the UK or DAkkS in Germany. Fake or incomplete certificates are being caught by Amazon’s compliance automation tools and flagged for enforcement.

Proper product safety testing covers more than electrical integrity. Sellers must now assess risks linked to chemical exposure, food-safety contact (for kitchen products), and age-appropriateness (for toys). Ensure your documentation reflects the scope of your product’s intended use and is aligned with the relevant EU Directive.

7. Customs Delays Due to Declaration Failures

Even if your product ticks every compliance box, faulty customs declarations can derail everything. Importing goods into the EU requires precise documentation, including accurate HS codes, country of origin declarations, EORI numbers, and invoice value transparency. Minor missteps can trigger audits or detentions.

By not declaring CE status or failing to list the designated Responsible Person on customs paperwork, sellers can be flagged for non-compliance at entry. This often results in goods being held at the border indefinitely, leading to lengthy delays, storage fees, and missed Amazon delivery deadlines.

Partnering with a customs-savvy logistics provider can mitigate these risks. Always ensure synchronisation between your Amazon values, physical shipment forms, and declarations filed via customs brokers. A strong EU Compliance strategy includes customs alignment as its foundation.

The Cost of Non-Compliance: Fines, Delays, Suspensions

Failing to adhere to EU Compliance regulations has immediate and long-term consequences. Regulatory bodies across the EU, including RAPEX and local market surveillance authorities, impose fines ranging from €5,000 to €100,000 depending on the infraction. For sellers operating across multiple EU nations, liabilities can multiply quickly.

Amazon enforcement actions include suppressed listings, ASIN deactivation, and permanent account bans. Worse, non-compliant sellers are frequently added to internal risk lists shared among Amazon marketplaces, leading to wider restrictions and future selling limitations. Customs agencies can delay, destroy, or re-export non-compliant inventory at the seller’s cost.

In 2024, one in every fifteen Amazon EU sellers faced enforcement action directly tied to compliance failures. These are not theoretical risks—they’re business-ending events that can drain months of progress in a matter of days.

Proactive EU Compliance Strategies for Sellers

To prevent falling into any of the seven pitfalls above, Amazon sellers must develop pre-launch and ongoing compliance protocols. Begin by conducting a full audit of all existing listings with a focus on CE requirements, technical files, labelling accuracy, and documentation availability.

Invest in a compliance management solution or hire a third-party expert to monitor updates to EU legislation, including country-specific adaptations. Maintain a centralised database for all test reports and certificates, ensuring accessibility for Amazon support teams and customs entities.

Training is equally vital. Educate your supplier partners about EU Compliance expectations. Provide checklists and insist on documentation prior to production. An informed supplier network is an asset, not a liability.

For ongoing compliance, consider using Amazon’s “Manage Your Compliance” dashboard, which integrates with your Seller Central account. This tool allows for better documentation control and can flag upcoming non-conformities before enforcement kicks in.

Adaptive scheduling—auditing every product line quarterly—will ensure your practices remain in alignment with changing regulations, buyer expectations, and Amazon’s evolving compliance triggers.

Conclusion: Stay Competitive with Full EU Readiness

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