GPSR on Amazon: Requirements and How to Meet Them

A seller running an Amazon FBA account across several European markets logs into Seller Central one morning and sees a red banner: "Product compliance information required." Some listings have been flagged as "at risk of deactivation." This isn't an Amazon marketing campaign — it's the enforcement of the GPSR (EU) 2023/988 regulation, in force since 13 December 2024. Amazon, as a platform, is obliged to verify that the products sold meet safety requirements, and that's why it collects specific data from sellers. Let's look at exactly what needs to be provided.

Why Amazon enforces GPSR

GPSR imposes obligations not only on sellers but also on so-called providers of online marketplaces. Amazon must ensure that the products offered have a designated Responsible Person (RP) in the EU, correct warnings, and manufacturer details. If a seller fails to provide these, Amazon has the right — and in practice the obligation — to hide or deactivate the listing.

What data Amazon requires

In the Seller Central panel, Amazon asks you to complete the product compliance section. The key elements are:

• Manufacturer details — name, address and contact,
• EU Responsible Person (RP) details — name, address, email,
• Warnings and safety information in the languages of the markets you sell in,
• Photos of labels and markings on the product (compliance images),
• Product classification with respect to additional regulations (e.g. toys, electronics).

Where to enter the data in Seller Central

Compliance data is entered in several places in the panel, depending on the type of information:

Seller Central section	What you enter there
Manage Product Compliance	Compliance status and documents at ASIN level
Manage Your Compliance / Product Safety	RP and manufacturer details, warnings
Listing editor (Product Safety and Compliance)	Label photos, warning text
Account Info / Business address	Seller details visible publicly

Compliance images, i.e. photos of labels

One of the elements that gives sellers the most trouble is so-called compliance images. Amazon expects photos of the actual labels and markings on the product, showing the CE marking (where applicable), manufacturer details, warnings, and the product identifier. These cannot be renders or marketing graphics — they must be photographs of the real product or packaging. For regulated categories such as toys and electronics, the lack of such photos is a common reason for a listing being suspended. It's worth preparing a full set of photos in good resolution, so the warning text is legible, before you even list the product.

Amazon is also building increasingly automated verification mechanisms. The system can compare the data entered in the compliance fields against what's visible in the label photos, and flag discrepancies. That's why consistency between the RP data in the panel, on the product, and in the listing description is crucial. If you enter one RP address in Seller Central but a different one appears on the label photo, the listing may be challenged.

The most common causes of listing blocks

Listings on Amazon are most often hidden or deactivated due to:

• no Responsible Person designated in the EU,
• RP details inconsistent with the details on the product,
• missing warnings in the language of the country of sale,
• missing label photos confirming CE markings or manufacturer details,
• incorrect classification of a product subject to additional directives.

Step by step: how to meet the requirements

A practical sequence of actions for an Amazon seller:

• establish your Responsible Person in the EU and gather their full details,
• collect the technical documentation and risk assessment from the manufacturer,
• prepare labels with RP details, manufacturer details, and CE marking where required,
• translate warnings and instructions into the languages of the markets you sell in,
• complete the compliance sections in Seller Central and add label photos,
• monitor listing status and respond to notifications about missing information.

If you operate from outside the Union, start with the article RP for a non-EU seller — responsibilities. If you also sell on other platforms, Multichannel selling and GPSR — one set of documentation will be useful.

What Amazon will chase up first

Amazon begins enforcement with high-risk categories: toys, electronics, children's products and cosmetics. If you sell in these groups, you should complete your compliance data as a priority, before the system automatically hides your listings. We cover the requirements for toys in the article GPSR for toys — additional requirements, and for electronic equipment in GPSR for electronics — CE, RoHS and GPSR.

It's also worth understanding Amazon's logic: the platform doesn't want to be held liable for unsafe products, so it shifts the burden of proof onto the seller. The more complete, consistent data you provide upfront, the lower the probability that the algorithm will flag your listings for manual review. Treat completing your compliance data not as a one-off formality, but as a permanent part of catalogue management, updated with every new product and every change of RP.

Frequently asked questions

Do I need an RP if I manufacture in the EU?

If you're established in the EU and are the manufacturer or importer, you can act as your own RP. Sellers from outside the Union must designate a separate entity established in the EU.

Does Amazon check the technical documentation?

Amazon doesn't substantively assess every document, but it requires confirmation of compliance and can request evidence. You still need to hold the technical documentation in case of an inspection by surveillance authorities.

What happens if I ignore the compliance banner?

Amazon will hide or deactivate the listings, meaning no sales until the data is completed. In extreme cases, restrictions on the seller account are possible.

Do warnings have to be in Polish?

Yes, if you sell to consumers in Poland, the warnings and safety instructions must be in Polish. Other markets require their official languages.