Written by the BeNextGen Team
This article was written by our compliance and operations specialists, based on GPSR reviews we run across client accounts selling into the EU.
GPSR Compliance: What EU Sellers Need to Know in 2026
By : BeNextGen Team
May 22, 2026
The General Product Safety Regulation (GPSR) reshaped what Amazon requires from sellers listing physical products in the EU. If your listings haven't been reviewed against it, this is worth ten minutes of your time — accounts get suspended over this more often than most sellers expect.
"Amazon doesn't wait for a complaint. Missing GPSR documentation is enough on its own to get a listing pulled."
What GPSR actually is
GPSR replaced the EU's old General Product Safety Directive and applies to almost all non-food consumer products sold into the EU — including through Amazon. It requires clear safety information, traceability back to a responsible party, and a process for handling safety incidents.
Who needs a "Responsible Person"
If your business is based outside the EU, you're generally required to designate an EU-based Responsible Person before your products can be sold there. Amazon has been increasingly strict about blocking listings that don't have this information attached — no responsible person, no live listing.
What has to be on the listing itself
Product images and descriptions now need to show safety warnings, manufacturer and responsible person contact details, and any required pictograms — clearly enough to be legible, not buried in tiny print. This is one of the most commonly missed requirements, since it touches design as much as legal text.
What happens if you're not compliant
Amazon has been proactively removing non-compliant listings across EU marketplaces rather than waiting for enforcement action. That means lost sales velocity, lost rankings, and in repeat cases, account-level risk — well before any regulator gets involved.
How we handle it
We audit listings against current GPSR requirements, coordinate Responsible Person documentation, and update listing content and imagery to stay compliant as Amazon's enforcement keeps tightening — so this stays off your plate entirely.
