Article 16 GPSR · Amazon Seller Central
Since December 2024 Amazon suppresses any EU listing without a responsible person established in the Union. If you sell into Germany, France, Italy, Spain, the Netherlands, Poland, Sweden or Belgium from outside the EU, the buy box disappears until four fields are filled. This page is what goes in them and who can lawfully sign the mandate.
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Get appointed in 24 hours What the GPSR requires
Sellers usually fail at step one, not at the form: they enter a warehouse address, a fulfilment centre or their own non-EU office, and Amazon rejects it.
The mandate must name a company with a real establishment in a Member State that accepts liability for the tasks in Article 16(3). A freight forwarder, a 3PL warehouse or an Amazon fulfilment centre is not a responsible person and will not sign a mandate.
Inventory → Manage Your Compliance → Responsible Person. Amazon shows every ASIN missing details, with a suppression date against each one.
Company name, full EU street address, email, phone. The country dropdown only accepts Member States: a UK, Swiss, Norwegian or Turkish address is refused, which surprises a lot of British sellers who assumed Brexit changed nothing here.
One designation covers the whole catalogue and every European marketplace. There is no need to repeat the process per country.
This is the step almost everyone skips. Article 16 requires the name, registered trade name and postal address on the product itself, on the packaging, on the parcel or on an accompanying document. Filling in Seller Central satisfies Amazon, not the regulation.
| Requirement | Enforced by Amazon | Required by Article 16 |
|---|---|---|
| Name and EU address in Seller Central | Yes — listing suppressed without it | Indirectly |
| Details printed on product or packaging | No | Yes |
| Technical documentation kept for 10 years | No | Yes |
| Cooperation with market surveillance authorities | No | Yes |
| Corrective action and recall handling | No | Yes |
| Safety warnings translated into the local language | Partly | Yes |
The gap in the middle column is the risk. Sellers read Amazon's compliance dashboard as a checklist for the law, and it is not one: it covers the first row only.
Europe Services, SE in Prague, an EU-established company you can name on the label and in Seller Central, with a signed mandate covering the Article 16(3) tasks.
An address and inbox that authorities and consumers can actually reach, in eight languages, with every request logged and forwarded to you.
We keep your declaration of conformity and technical file available to authorities for the ten years the regulation requires.
The exact text to print on packaging and inserts, so the product side matches the marketplace side.
No. Amazon is a marketplace, not an economic operator for your product. Under Article 16 it will not accept the role, and its own compliance pages tell sellers to appoint one themselves. What Amazon does is enforce the rule: it collects the details and suppresses listings that lack them.
Yes. The responsible person must be established in the Union, not in each country you sell to. One designation covers Amazon.de, .fr, .it, .es, .nl, .pl, .se and .be at once. What changes per marketplace is only the language of the label information you publish.
Amazon suppresses the offer. The ASIN stays live but the buy box disappears and the listing becomes unpurchasable in the EU, which also resets your sales rank. Reinstatement is usually within hours of saving valid details, but the ranking loss is not refunded.
The GPSR covers consumer products. If your buyers on Amazon are consumers, or the product could reasonably end up with one, the obligation applies regardless of how you classify the sale.
Medicines, medical devices, food, feed, live plants and animals, and products covered by their own sector legislation. Most of what sells on Amazon — electronics, toys, homeware, apparel, tools, cosmetics accessories — is inside.
They are separate obligations under separate regulations. The GPSR responsible person deals with product safety and market surveillance authorities; the Article 27 GDPR representative deals with personal data and supervisory authorities. A seller shipping to EU consumers usually needs both.
We issue the designation within 24 hours of a completed onboarding form. Saving the details in Seller Central takes minutes; Amazon's own verification is usually same-day.
Related: do you also need an EU representative under GDPR? · what an Article 27 representative costs
Designation signed within 24 hours of a completed form, with a certificate carrying a verification code anyone can check — including Amazon, if it asks.
Appoint a responsible person