In This Article
- Appointing an EU Responsible Person is mandatory under the GPSR.
- Most Amazon categories now require an EU-based RP on file.
- Follow the correct appointment process: mandate, labelling, and product verification.
- Use trusted partners to streamline documentation and fast-track compliance.
Why You Need an EU Responsible Person for Amazon in 2024
Understanding the GPSR and Fulfillment Requirements
The EU Responsible Person plays a pivotal role in the compliance ecosystem of every Amazon seller targeting the European market. With the full enforcement of the General Product Safety Regulation (GPSR) in 2024, Amazon now mandates sellers to appoint a designated EU Responsible Person for a wide range of product categories. This regulation is not merely advisory—it is enforceable and non-compliance can lead to severe ramifications, including removal of listings and possible bans.
Amazon sellers operating from non-EU countries like the UK, USA, Canada, or China are especially impacted, as the GPSR requires that someone physically located within the European Union take legal responsibility for the safety of goods. Fulfilling orders via fulfilment centres or third-party logistics providers doesn’t exempt you from this rule. Whether you sell toys, electronics, personal care products, or even kitchenware, you must now list an EU Responsible Person in your back-end Seller Central system.
Learn more about EU Product Compliance for Online Sellers
What is an EU Responsible Person According to GPSR?
Definition and Role Under General Product Safety Regulation
The EU Responsible Person is legally appointed to ensure product-level compliance with EU regulations, including safety, traceability, and conformity requirements. As per the General Product Safety Regulation, the EU Responsible Person is the physical or corporate entity located within the EU that communicates with market surveillance authorities on behalf of the non-EU manufacturer or brand owner.
This representative must possess and be able to provide technical documentation, respond to requests from compliance authorities within stipulated timelines, and initiate corrective actions, such as recalls if required. In essence, they act as the compliance ‘face’ of the business within the European market.
The GPSR has broadened its scope to include both CE and non-CE marked products. Therefore, even low-risk items like phone cases, yoga mats or USB chargers now fall under its purview. The EU Responsible Person must be clearly identified on the product or packaging, making transparency and traceability core attributes of this regulatory update.
Who Can Be Appointed as an EU Responsible Person?
Eligibility, Qualifications, and Legal Requirements
Not just anyone can serve as your EU Responsible Person. The appointee must be located within a member country of the European Union and must possess the capability to handle regulatory documentation and liaise with national market surveillance authorities. There are generally four categories of eligible appointees:
- Your authorised EU-based legal entity (such as your EU subsidiary)
- A fulfilment service provider physically located in the EU
- An importer or distributor operating in the EU territory
- A professional third-party EU Responsible Person service provider
Before choosing the appointee, ensure they understand the GPSR, have mechanisms in place to store your compliance documents, and are capable of providing them upon request within 10 days. This legal accountability makes the role too critical to assign lightly. Business owners often opt for specialist services with dedicated compliance workflows and infrastructure to handle these responsibilities reliably.
learn why Amazon sellers must comply
Why Amazon Sellers Must Act Before Listings are Blocked
New Policy Enforcement in 2024 and Risk Mitigation
Starting early Q1 2024, Amazon began implementing stronger policy enforcement around the EU Responsible Person requirement in the wake of GPSR. Sellers ignoring these mandates are already seeing their listings suspended without notice. This is particularly concerning as blocked listings can result in not only revenue loss but also deteriorated seller ratings and increased account scrutiny.
Amazon frequently conducts random checks and has integrated automated verification processes for compliance data. If you haven’t uploaded complete EU RP information or have an outdated mandate, your entire product catalogue may be marked as non-compliant. Market surveillance bodies like RAPEX are coordinating more frequently with platforms like Amazon to enforce market withdrawals of non-compliant goods.
Given these stakes, the importance of timely appointment and documentation cannot be overstated. Sellers must act with urgency—and with due diligence.
Checklist to Appoint an EU Responsible Person
Step-by-Step Appointment Process
To appoint an EU Responsible Person effectively, Amazon sellers must follow a meticulous appointment process to ensure validation and protect product listings.
- Identify Eligibility: Ensure the person or entity is authorised and located in the EU.
- Issue a Written Mandate: Draft a compliance mandate letter explicitly stating the appointment, signed by both parties.
- Prepare Technical Files: Gather instruction manuals, risk assessments, conformity declarations (if applicable), and test reports.
- Update Product Labels: Include the full name and EU address of your Responsible Person clearly on packaging or the product itself.
- Submit Details in Seller Central: Navigate to compliance settings and upload validated information.
This process ensures Amazon recognises the existence of a valid EU Responsible Person and reduces the risk of enforcement actions. Each step is crucial, and even a small error in documentation can trigger red flags.
Key Documents Amazon Will Ask for During Verification
Labeling, Mandate Letter, Safety Files
During the verification process, Amazon or EU market surveillance bodies may request several key documents. Sellers should prepare a comprehensive dossier to demonstrate adherence to GPSR requirements:
- Mandate Letter: A document confirming the appointment of the EU Responsible Person, signed by both parties.
- Compliance Labels: All products should include the name and postal address of the EU Responsible Person.
- Safety and Technical Documentation: This includes user guides, EU Declaration of Conformity, risk analysis, bill of materials, and test reports (e.g., EMC/LVD), depending on the product category.
Amazon’s seller interface includes detailed prompts for uploading these documents. Incomplete uploads may result in rejection without recourse. Proactive document organisation is the key to seamless verification.
How to Update Your Product Packaging and Labels
Compliance Labelling for GPSR and CE Certification
The role of product labelling in GPSR compliance cannot be understated. Labelling serves as the visible declaration of product accountability and traceability. Sellers must ensure the following information is printed, etched, or securely adhered to the product or its primary packaging:
- Name of the manufacturer (brand owner)
- Batch or serial number for traceability purposes
- Applicable CE mark (if the product falls under CE regulations)
<liName and EU address of the EU Responsible Person
It’s important to update artwork files, packaging die-lines, and manufacturer instructions accordingly. Success lies in the finer details—text must be readable, permanent, and compliant with font size regulations. Also ensure that these labels match the details provided in your mandate document and Amazon seller profile.
complete EU Amazon compliance checklist
Registering Your EU RP in Amazon Seller Central
Platform Settings, Contact Info, and Uploads
Registration of the EU Responsible Person in Amazon Seller Central is a critical step for policy compliance. Sellers should log in and navigate to the compliance documents section under “Manage Your Compliance.” Here, Amazon will ask for your product type, applicable certifications (such as CE), and whether an EU Responsible Person exists for each SKU.
You will need to input the RP’s full name, EU address, and upload the mandate letter as requested. It’s advisable to create a digital folder with all scanned documents for each ASIN for easy access. Cross-check that the address listed on your product label is identical to what’s uploaded. Amazon’s validation algorithm often checks for discrepancies that trigger warnings even if manually correct.
Timely registration can prevent automated deactivation of listings. Stay ahead of audits by carefully anticipating the documentation you may need for future product expansion or reactivation.
How to Choose a Trusted Compliance Partner
Tips on Vetting EU RP Service Providers
Choosing the right EU Responsible Person service can make or break your expansion into the EU market. Selecting an unreliable partner places your entire brand at compliance risk. Begin by evaluating their experience with GPSR and CE-marked products. Look for providers that offer multilingual staff, 24/7 customer service, and a physical office presence within the EU.
Reputable services will conduct pre-screening of your products, identify missing documentation, and help you remediate gaps. Do not settle for minimal service providers who merely offer a virtual address—this will not stand up during regulatory inspections.
In addition, always verify customer testimonials, request a sample mandate letter, and ensure the provider is willing to sign confidentiality and timeframe agreements. Cost should never outweigh due diligence.
EU Compliance Service Costs and What to Expect
Pricing Models, Hidden Fees & ROI
Hiring an EU Responsible Person typically involves either a flat annual fee or a product-based pricing model. On average, basic services range from €500 to €1,500 per year for standard consumer goods. Complex products with extensive documentation demands may see upwards of €2,000 per year.
Beware of hidden fees associated with file storage, multi-SKU processing or urgent compliance audits. High quality service providers will include initial document review, storage, and regulatory correspondence within the base package. Fees for additional SKUs or product updates ought to be clearly communicated upfront.
Though costs can feel burdensome initially, the return on investment through continuous market access, legal compliance, and avoided suspensions often justifies the expenditure. Peace of mind in such a critical regulatory area has intrinsic value that cannot be overstated.
“Without a valid EU Responsible Person, your products could be delisted—GPSR compliance is no longer optional.”
Conclusion: Stay Compliant and Grow in the EU
The EU Responsible Person is no longer a bureaucratic afterthought but a frontline requirement under the GPSR framework. Sellers operating on Amazon in 2024 must comprehend their obligations, appoint a legitimate representative, and document the relationship meticulously. The stakes are too high for guesswork or delay.
By proactively following the step-by-step approach—selecting the right partner, updating labels, storing technical files, and uploading documentation to Amazon—you not only ensure compliance but create a sustainable path for growth in the lucrative EU market. Take this responsibility seriously, and your listings will remain active and protected under the watchful eye of regulatory authorities.
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Who can act as an EU Responsible Person for Amazon sellers?
Any EU-based legal entity or individual with expertise in regulatory compliance may act as an EU Responsible Person, including distributors, importers, or authorised compliance firms.
What steps must Amazon sellers follow to appoint an EU Responsible Person?
Sellers must select a qualified EU Responsible Person, execute a written mandate, update product labelling, register the RP on Amazon, and ensure all documentation is available and compliant.
Is it mandatory to have an EU Responsible Person for all Amazon product categories?
Most product types require an EU Responsible Person, especially those covered by the General Product Safety Regulation (GPSR) and CE-marked products. Check your category for specific rules.
