GPSR Is Live. Here’s What Amazon Sellers Must Do Next.

Effective December 13, 2024, the General Product Safety Regulation (GPSR) became the new baseline for most non-food consumer products offered for sale in the EU. It replaces the older General Product Safety Directive, and also brings into its scope the previous EU law on “food-imitating products”, items shaped like food (for example, toys or household goods that look like candy) that could pose safety risks if mistaken for something edible. These protections are now fully part of GPSR, along with the rules from the Market Surveillance Regulation and other EU product laws. If you list on Amazon for EU marketplaces, or ship to Northern Ireland, this affects you.

This guide translates GPSR into Amazon-specific actions you can implement now. You’ll learn what’s in scope and what’s exempt, how Amazon evaluates (and deactivates) listings, what to do with existing FBA stock, and the exact Seller Central flows to submit manufacturer and Responsible Person details, plus warning and safety information. We’ll also cover labeling, accident reporting, recalls, and how GPSR interacts with CE-marked categories like toys and electronics.

GPSR at a Glance: Scope, Exemptions, and Where Amazon Fits

Products in scope. GPSR covers most non-food consumer products made available to EU consumers, including used, repaired, reconditioned, handmade goods, spare parts, and even print books. If you sell consumer items on Amazon, assume GPSR applies unless you positively confirm an exemption.

Exemptions (high level). Notable exclusions include:

• Medicinal products (human or veterinary)
  
• Food and beverages; animal feed
  
• Living plants/animals and certain GMOs in contained use
  
• Animal by-products; plant protection products (pesticides)
  
• Transport equipment operated by a service provider (e.g., buses, trams)
  
• Aircraft
  
• Antiques

EU/NI vs. Great Britain. GPSR applies in the EU and Northern Ireland. Great Britain (England, Scotland, Wales) still follows its national rules (the 2005 GPSR). If you sell only within GB, the EU GPSR doesn’t apply. If you list to EU markets (including via Pan-EU FBA or cross-listing), you must meet GPSR.

Where Amazon fits. Amazon has aligned its policies and tools with GPSR. All EU-facing listings must meet GPSR requirements. Amazon can deactivate non-compliant ASINs, even if you submitted info that later proves invalid, or your contract with a service provider acting as the Responsible Person lapses.

“Does CE Solve This?” How GPSR Interacts with Category-Specific Rules

• Electronics & appliances: CE directives cover essential safety/EMC/low voltage aspects. GPSR still applies to traceability, Responsible Person, labeling transparency, and online listing disclosures.
  
• Toys: Toy Safety Directive remains primary for CE and age warnings. GPSR adds Responsible Person and Amazon listing transparency.
  
• Cosmetics: Heavily regulated under the EU Cosmetics Regulation (which already requires an EU Responsible Person). GPSR complements, mainly for online information and recall/accident processes.

Bottom line: CE covers technical safety; GPSR adds accountability, traceability, online disclosure, incident reporting, and recall effectiveness. If you sell CE products, do your CE homework, and still implement your GPSR tasks.

What Amazon Expects (and Enforces)

Amazon’s message is simple: “All listings must comply.” If Amazon becomes aware of non-compliance, they’ll deactivate the listing. That includes cases where:

• Submitted details are incorrect or invalid
  
• The Responsible Person contract has expired or doesn’t cover the ASINs
  
• Required safety/labeling images or documents are missing or unreadable

Good news:

• Inventory shipped to FBA before Dec 13, 2024 can continue to sell if the product detail page (PDP) meets GPSR requirements and products comply with existing legislation.
  
• Amazon won’t deactivate while your submission is pending review. If rejected, you can correct and resubmit.

Bad news (if you don’t comply):

• Affected EU-facing listings can be temporarily or permanently un-enrolled from services (e.g., Invoice by Amazon).
  
• FBA purchase orders are blocked for the impacted ASINs until you pass validation.
  
• FBA inventory for deactivated ASINs becomes Unfulfillable, and if you don’t fix it within 30 days, Amazon can dispose of it (fees apply for returns to you).

The Compliance Checklist (Amazon Edition)

This is the fast path to avoid takedowns. Where possible, we map GPSR requirements to Amazon actions.

1) Verify compliance with existing legislation

Before you touch Seller Central, make sure your products already meet all existing rules relevant to the category (CE directives, Toy Safety, cosmetics, batteries, RoHS, etc.). Maintain:

• Technical documentation and test reports
  
• Declarations (Declaration of Conformity / Declaration of Performance)
  Provide these to your Responsible Person and be ready to share them with authorities or Amazon on request.

2) Physically label with a product identifier

Add at least one identifier on the product (preferred) or packaging: type, batch, serial number, or other unique element. FNSKU can help with logistics, but consumer-recognizable IDs (EAN/GTIN/model number) are better for safety traceability.

3) Appoint an EU/NI Responsible Person

For non-EU/NI businesses, contract a GPSR responsible person service for Amazon sellers (EU/NI) or appoint your importer/authorized rep. Ensure your contract:

• Explicitly covers all EU-facing ASINs
  
• Includes duties to hold technical files, cooperate with authorities, and notify risks when required
  
• Has clear renewal dates (set reminders)

Tip: Amazon validates RP info and may check your contract coverage. If the provider fails checks, you risk deactivation.

4) Add contact information (labels & languages)

You must label (in one of the EU’s official languages of the country of sale):

• Manufacturer: name + postal and electronic address (email or URL). This must be on the product; only if not possible may it go on the packaging or an accompanying document.
  
• Responsible Person (and importer, if applicable): name + postal and electronic address. This can be on the product, packaging, parcel, or an accompanying document.
  
• QR codes are optional, but you must also print the info in text (QR alone isn’t enough).

5) Display identifying info on the PDP

Upload a main image that clearly shows the product, and ensure the PDP includes model/identifier details. This supports GPSR’s consumer transparency requirement.

6) Submit data in Seller Central

You must submit manufacturer and Responsible Person details (plus warning and safety information) for new and existing listings. Amazon shows this on the PDP under “Safety and Product Resources” → “Safety images and contacts.”

• Manufacturer info: Amazon displays one manufacturer submission per ASIN.
  
• Responsible Person info: Amazon displays all valid RP submissions for the ASIN (multiple sellers may list different RPs).

Submitting Information for New Listings

If you’ve already provided brand-level manufacturer/RP info on Account Health → Product Policy Compliance previously, complete these attributes when creating the ASIN/offer (Manage All Inventory, file template, or API):

• Manufacturer’s email or electronic address
  
• Responsible Person’s email or electronic address
  
• Safety Attestation: “Yes” only if the product genuinely requires no warnings to be used safely and as intended
  
• Compliance media language (if you’re uploading documents)
  
• Compliance media content type (user manual, instructions, safety info, etc.)
  
• Compliance media source location (direct download URL, not a view-only link)

If you haven’t submitted brand-level info before:

1. Register your brand in Brand Registry.
   
2. Go to Account Health → Submit compliance information → choose GPSR → add manufacturer contact details (per brand).
   
3. In the same panel, switch to Responsible Person information → add RP contact details.
   
4. Create the listing and complete the attributes above.
   
5. If you skip these steps when creating an offer, Amazon will deactivate the listing within ~24 hours and email you instructions.

Submitting Information for Existing Listings

The quickest path is brand-level submission in Account Health → Product Policy Compliance (Brand Registry helps). If you can’t use Brand Registry (unbranded or generic items), you can still submit for multiple SKUs at once when the info is identical.

Workflow tips:

• In Product Policy Compliance → Open, sort by At Risk Sales or Listing removed to prioritize.
  
• Reasons you’ll see: “GPSR – manufacturer contact details,” “GPSR – Responsible Person contact details,” or “GPSR – warning and safety information.”
  
• Use Select more product violations to apply a submission to multiple SKUs, but only if the details are truly the same.
  
• For warning and safety information, choose one option: upload PDF, upload images (PS01–PS06 variants, readable and in the correct language), or submit a safety attestation (only available for eligible products).
  
• Submissions may take up to 7 days to review.

Editing previously submitted info:

• Go to Archived → find the item → View or Update.
  
• If a submission becomes Invalid, it returns to Open—fix and resubmit.
  
• To change email addresses, update the Safety and Compliance section on Manage Inventory or via bulk file/API.

Validation outcomes:

• Valid → row moves to Archived (assuming no other issues).
  
• Invalid → follow Next Steps guidance to correct.
  
• If your PDF was rejected, look for a row like “Document: [type] – Rejected” and re-upload under the GPSR: warning and safety information row for that ASIN.

Warning & Safety Information: What, Where, and In Which Language?

• Provide required warnings/safety info based on the product’s legal framework (e.g., toys, chemicals, batteries).
  
• The information must be in the official language(s) of the store country.
  
  • You can upload monolingual images/documents per country; or multilingual files covering all official languages.
    
• Images should show the exact sides of packaging/product where warnings are printed. If text is small, add close-ups.
  
• If your product truly doesn’t require safety warnings, use the Safety Attestation option (where available).
  
• For bulk uploads, you can use Image Manager (PS variants) or documents via direct-download URLs.

What If You’re Deactivated? (Reactivation, FBA Blocks & Returns)

Reinstating deactivated listings

• Go to Account Health → Add filters → Filter by action taken: Listing removed.
  
• Search by ASIN/SKU if needed; expand the date range (we recommend at least the past nine months).
  
• Click Submit next to each deactivated listing and follow the instructions.
  
• Also re-list Inactive ASINs in Manage All Inventory (see Amazon’s guide on relisting).

FBA purchase order blocks

• In Send to Amazon, you’ll see: “This product is either prohibited, recalled, or requires compliance documentation…”
  
• Once your submission validates, the PO block is lifted and you can replenish.

Inventory returns & disposals

• After deactivation, FBA inventory is flagged Unfulfillable.
  
• If you don’t provide required info within 30 days, Amazon applies its removal policy.
  
• To avoid disposal, create a removal order within 30 days (fees apply).
  
• If you decide to stop selling in the EU, remove the offers in Manage All Inventory and remove EU inventory from FBA to end GPSR notifications.

Responsible Person: Choosing a Compliant Provider (and Passing Amazon’s Checks)

Amazon regularly verifies Responsible Person submissions. They check:

• The contact info is accurate
  
• Your contract is active and covers all ASINs
  
• The RP holds required technical docs (DoC/DoP, test reports, etc.)

Practical guardrails to pass validation:

• Use established providers who accept Amazon’s verification process and understand marketplace timelines.
  
• Confirm your contract scope includes every EU-facing product you sell.
  
• If you’re a reseller, coordinate with your supplier: either get your company registered under their RP or sign your own RP contract and relabel products accordingly.
  
• If you switch providers, update labels for future shipments and, if needed, arrange returns to relabel existing FBA stock.
  
• Calendar the renewal date so the contract never lapses.

Technical Documentation & Risk Assessment (What “Good” Looks Like)

Keep a 10-year technical file for each product/variant. At minimum:

• Test reports & conformity certificates (and standards used)
  
• Design specs/drawings, materials, and production controls
  
• Risk assessment addressing foreseeable misuse, vulnerable users (children, elderly), and any cybersecurity implications for smart/connected devices
  
• Labeling, manuals, safety warnings (all languages used)
  
• Recall/incident logs and corrective actions (if any)

Well-organized files speed up RP checks, authority requests, and Amazon validations. If you private-label, make documentation part of your supplier agreements.

Accident Reporting & Recalls (Do the Hard Thing Right, Fast)

Accident reporting. Serious product-related accidents (death or serious injury) must be reported to authorities via the Safety Business Gateway. Build a process to:

• Triage customer complaints for severity
  
• Trace affected batch/SKU
  
• Notify within required timeframes

Recalls. GPSR standardizes recall notices and requires at least two remedies (repair, replacement, or refund) at no cost. You should be able to:

• Draft a clear, non-minimizing recall notice (no marketing spin)
  
• Identify and contact affected customers (Amazon helps via “Your Recalls and Product Safety Alerts”)
  
• Execute the chosen remedies quickly and document completion

Marketplace Enforcement Timelines: Why Speed Matters

Under GPSR, online marketplaces must act rapidly on regulator orders and credible notices. In practice, that means:

• Faster takedowns when something’s missing or invalid
  
• More automated checks of your PDP, labels, and compliance fields
  
• Requests for documents tied to ASINs with patterns of risk

Design your operations so compliance updates happen in parallel with product launches, not as an afterthought.

FAQs (Quick Answers)

Do CE-marked products still need GPSR steps?
Yes. CE addresses technical safety. GPSR adds Responsible Person details, traceability, and online disclosure/recall obligations.

Can a UK (GB) address serve as Responsible Person for EU listings?
No. The RP must be established in the EU.

Can I keep selling pre-deadline FBA stock?
Yes, if your PDP meets GPSR requirements and the item complies with existing legislation. Still, update labels at the next production run and fix PDP gaps now.

What if multiple sellers submit different RP info for the same ASIN?
Amazon displays all valid RP submissions. Manufacturer info, however, shows as one submission per ASIN.

How long do I keep records?
Maintain technical documentation for 10 years after the product is placed on the market.

Conclusion & Next Step

GPSR raises the bar, but with the right workflow, compliance can be routine, not disruptive. Tackle labeling and Responsible Person first, submit complete info in Seller Central, and fold risk assessment and documentation into your sourcing process. Want expert help applying these strategies to your brand? Book a call with our team.