EU Authorised Representative Cost for Non-EU Manufacturers: 2026 Prices & Guide

• Required by Regulation (EU) 2023/988 Article 16 for non-EU manufacturers selling in the EU
• REP27 — Europe Services, SE: €290–€890/year, EEA-wide, 24h setup
• Competitor prices: €199/year to €1,500/year per product/category
• Service includes address for labels, request desk, and records management
• Non-compliance risks: fines, product withdrawal, marketplace bans

Updated 21 October 2026 · 8 sources checked

Providers compared

Prices as published on each provider's website on 21 October 2026, excluding VAT unless stated. Each row links to its source.

What the Law Requires: Article Numbers, Product Types, and Who Must Appoint

EU law requires non-EU manufacturers to appoint an EU Authorised Representative (EU AR) before placing products on the EU market. The main legal bases are:

• Regulation (EU) 2023/988 (General Product Safety Regulation, GPSR), Article 16: Every consumer product must have an economic operator established in the Union responsible for compliance. The EU AR’s name and contact must appear on the product, packaging, or accompanying document (Art. 16(3)).
• Regulation (EU) 2023/1230 (Machinery): Non-EU manufacturers of machinery, partly completed machinery, and related products must appoint an EU AR. This applies to a wide range of products including agricultural machinery, garden equipment, power tools, and more.
• Medical Device Regulation (MDR) (EU) 2017/745, Article 11: Non-EU manufacturers of medical devices must designate an Authorised Representative in writing, who must accept the role in writing (Art. 11(2)).

Failure to appoint an EU AR can result in severe consequences: products can be refused entry, withdrawn from the market, or delisted from platforms like Amazon and eBay. Fines can be significant: for GDPR, up to EUR 10 million or 2% of worldwide turnover (Article 83(4)(a)). For product compliance, national authorities can impose bans and recalls (see source).

Who must appoint? Any non-EU manufacturer or seller placing goods on the EU market, whether B2C or B2B (unless an EU-based importer or distributor steps in as the economic operator). This includes direct sales, online marketplaces, and distance selling. There are no turnover or company size thresholds for most categories: even small businesses or startups must comply if they sell into the EU.

Key obligations:

• Appoint a representative before placing products on the market
• Provide technical documentation and declarations of conformity
• Ensure the AR’s details are visible on the product/packaging
• Maintain records for 10 years (machinery, garden equipment, etc.)

How to Choose an EU Authorised Representative: Factors, Comparisons, and Practical Tips

Choosing the right EU AR is crucial for compliance, cost control, and smooth market access. Here’s how to compare providers and what to look for:

• Fee structure: Providers charge by year, by product, by category, or by market. For example, REP27 offers a flat annual fee covering all EEA countries, while EcoComply charges per product category, and Conformity Point charges per product. Eldris has a one-off fee per market plus a monthly charge.
• Geographic coverage: Confirm if the service covers all 27 EU Member States plus EEA countries (Norway, Iceland, Liechtenstein). REP27 covers the entire EEA at no extra cost. Swiss representation is not included by any provider here, but REP27 offers a free Swiss nFADP assessment.
• Documentation and language support: REP27 provides privacy notice wording in 8 languages and a verifiable certificate. EcoComply includes documentation management and a dedicated compliance expert. Check if the provider will help you prepare or review your technical file and declarations.
• Request handling: The AR must forward data subject and authority requests promptly. REP27 commits to forwarding within 2 business days. Other providers do not specify timelines in the available data.
• Verification and public record: REP27 issues a verifiable certificate with QR code and public verification page. This can be important for customs, authorities, and marketplaces.

Here’s a comparison of what’s included and not included:

Practical tip: Always ask for a written quote and a sample contract. Confirm if the provider will help with label updates, technical file review, and urgent requests. If you sell across multiple product categories or countries, choose a provider with broad coverage and no per-category fees.

What the Price Really Includes (and Excludes): Transparency, Documentation, and Service Limits

EU AR pricing can be complex. Here’s what the published prices do and do not include, based on verified data:

• REP27 — Europe Services, SE: The annual fee (€290–€890/year) covers all EEA countries, a signed designation letter (eIDAS electronic signature), a verifiable certificate (QR code, public verification), privacy notice wording in 8 languages, a request desk (forwards requests within 2 business days), Article 30 records, and a Swiss nFADP assessment (free with paid plan). Swiss representation is not included if required by law.
• EcoComply: Charges €1,500/year per product category. Includes official EU AR registration, address for labels, GPSR compliance, documentation storage, Declaration of Conformity management, annual compliance review, and a dedicated compliance expert. Each product category is billed separately.
• Eldris: Charges a one-off fee per market (£195) and then a monthly fee (from £19.95). Covers EU AR services and GPSR compliance. Each market (country) is billed separately.
• Conformity Point: Charges €199 per product for the first year and €119 per product/year for renewal. Includes EU AR services, documentation retention, and handling of authority requests. Each product is billed separately.
• AuraDPP: From €99/month, no setup fee, cancel anytime. Includes EU AR, EC REP, and GPSR Responsible Person services. Details on limits and extras are not specified.

What’s usually not included (unless stated):

• Swiss representation (REP27 provides only an assessment and exemption declaration if applicable)
• Physical storage of product samples
• Translation of technical documentation (unless specified)
• Legal defence or insurance for product liability

Always clarify with your provider what is included in the base fee, what triggers extra charges, and if there are limits on the number of products, requests, or countries covered.

Hidden Costs: What Providers Usually Do Not Say (Per-Product, Per-Category, Notice, and Liability)

Hidden costs and exclusions can significantly affect your total spend and compliance risk. Based on verified provider data:

• Per-product or per-category pricing: EcoComply and Conformity Point charge per product or category. If you have a broad product range, costs can multiply quickly. REP27’s pricing covers all EEA countries, with no per-category fee stated.
• Market-by-market fees: Eldris charges per market (country), so pan-EU sellers will pay more than the headline price.
• Notice periods and contract terms: Providers may require notice to terminate the agreement. Details are not specified in the available data, so always ask before signing.
• Urgent requests and document updates: Some providers may charge extra for urgent handling or document updates. REP27 forwards requests within 2 business days, but does not specify extra charges for urgent requests.
• Liability limits: No provider in this comparison states liability limits or insurance coverage in the published data. Always check the contract for exclusions or caps on liability.
• Swiss representation: Not included by default. REP27 provides a free assessment and exemption declaration if you do not need a Swiss representative, but does not act as Swiss AR if required.

Checklist before signing:

1. Confirm if the price is per product, per category, per country, or flat-rate.
2. Ask for all extra fees in writing (urgent requests, document updates, additional countries).
3. Check contract notice periods and termination rights.
4. Review liability clauses and insurance (if any).
5. Clarify if the provider will help with label updates and technical file review.

Decision matrix:

Appointment Process: Step by Step, Documentation, and Label Updates

Appointing an EU Authorised Representative is a legal process with clear steps and documentation requirements. Here’s a practical guide, using REP27 and competitor processes as examples:

1. Determine your obligation: Use the decision matrix above. If you are a non-EU manufacturer selling to the EU, you almost always need an EU AR.
2. Choose a provider: Compare coverage, price structure, and included services. For multi-country, multi-category sales, a flat-fee provider like REP27 may be more cost-effective. For single products or categories, per-product providers may suffice.
3. Request a quote and provide information: You will need to supply company details, product information, technical documentation, and declarations of conformity. Some providers (e.g., EcoComply) require detailed product/category breakdowns.
4. Sign the designation agreement: REP27 uses eIDAS electronic signature and issues the designation within 24 hours. Other providers may use PDF or paper contracts. The agreement must be in writing and accepted by both parties (see MDR Article 11(2)).
5. Update product labels and documentation: Add the EU AR’s name and contact details to your product, packaging, or accompanying documents, as required by Article 16(3) GPSR. For machinery, update the CE marking, declaration of conformity, and technical file to include the AR’s details.
6. Receive certificate and compliance wording: REP27 provides a verifiable certificate with QR code and privacy notice wording in 8 languages. Other providers may provide confirmation letters or certificates.
7. Maintain records: Hold all required documentation for at least 10 years after the last product is placed on the market (machinery, garden equipment, etc.). Your AR must be able to produce these to authorities on request.

Checklist for today:

1. Identify your product categories and EU sales channels.
2. Gather technical documentation and declarations.
3. Request quotes from at least two providers.
4. Review contracts for hidden fees and obligations.
5. Sign and update all labels and documentation before shipping to the EU.

Risks, Fines, and Real-World Scenarios: What Happens If You Do or Don’t Appoint

Non-compliance with EU AR requirements exposes your business to serious risks:

• Product removal: National authorities can ban non-compliant products from the market and require recalls. Marketplaces like Amazon and eBay will delist products lacking an EU AR (see source).
• Fines: For GDPR, fines can reach up to EUR 10 million or 2% of worldwide turnover (Article 83(4)(a)). For product safety, fines vary by country but can be substantial.
• Customs refusal: Products without a valid EU AR may be stopped at the EU border.
• Legal liability: The AR must be able to produce technical documentation and respond to authority requests. Failure can trigger investigations and liability for both the manufacturer and AR.

Realistic scenarios:

1. US SaaS company: Does not need an EU AR for products, but does need a GDPR Article 27 representative. See our SaaS-specific guides for details.
2. Chinese Amazon seller: Must appoint an EU AR for each product category, update all labels, and provide technical documentation. REP27, Eldris, or Conformity Point may suit, depending on product range and countries targeted. Failure to appoint can result in Amazon listing suspension and customs refusal.
3. UK online shop selling machinery to EU: Needs an EU AR under the Machinery Regulation. Must update technical files, declarations, and labels. REP27 offers EEA-wide coverage and fast setup, making it suitable for such sellers. Without an AR, machinery cannot be registered or insured in the EU.

Always assess your risk exposure and choose a provider who can support your compliance and market access needs.