Under the EU General Product Safety Regulation (GPSR), Amazon sellers and other marketplace sellers must show the manufacturer’s details, an EU-based responsible person, product identifiers and safety information in the local language on every online offer for non-food products. The rules have applied since 13 December 2024, and marketplaces are now enforcing them, with bol taking new ranges without manufacturer details offline from 5 March 2026. This guide covers what GPSR Amazon sellers need on their listings, who can act as the responsible person and how to audit your catalogue.
GPSR at a glance
- Regulation: (EU) 2023/988, applicable from 13 December 2024.
- Scope on Amazon: non-food products sold in the EU and Northern Ireland, not Great Britain.
- Key requirement: an EU-based responsible person for products whose manufacturer is outside the EU.
- bol: manufacturer data required for new ranges from 5 March 2026.
- Language: warnings and safety information in a language consumers in the country of sale easily understand.
What GPSR requires on an online listing
Article 19 of the GPSR sets out the information every distance-sales offer must show clearly. It applies to your own website as much as to Amazon, Otto, Kaufland or bol.
| Information | What to include |
|---|---|
| Manufacturer | Name, registered trade name or trademark, postal address and electronic address |
| Responsible person | Name, postal address and electronic address, if the manufacturer is not EU-established |
| Product identification | An image, the product type and any other identifiers |
| Warnings and safety information | In a language easily understood by consumers, as determined by the Member State where the product is sold |
On top of the listing data, Amazon’s notice to sellers says product labels need a type, batch or serial number so the item can be identified.
Who can be your EU responsible person
If your company is based in the UK or elsewhere outside the EU, your products need a responsible person established in the EU. According to Amazon’s notice to sellers, as reported by ChannelX, this can be one of four types of operator:
- An EU manufacturer or brand owner, if you have an EU-established entity that makes or brands the product.
- An EU importer that places the product on the EU market.
- An authorised representative in the EU, appointed in writing.
- An EU fulfilment service provider, where it takes on this role.
The responsible person is not just a name on the listing. Their details appear on every offer, so choose someone who can respond properly if an authority or customer gets in touch. Agree in writing what they will do and how you will support them with product information.
A note on Great Britain
Amazon’s notice confirms that GPSR covers sales in the EU and Northern Ireland but not Great Britain. If you sell on Amazon.co.uk only to GB customers, GPSR is not the rule set that applies. Once you list on Amazon.de, Amazon.nl or another EU store, it is.
Language requirements in Germany and the Netherlands
GPSR leaves the language of warnings and safety information to the Member State where the product is sold. In practice that means German for Amazon.de, Otto and Kaufland. For Amazon.nl and bol customers in the Netherlands, Dutch is the sensible default, but confirm the exact requirement with your adviser.
Pay particular attention to safety warnings, age restrictions and instructions that affect safe use. These should be professionally translated and checked, not copied from a machine translation of your UK listing. If you are launching in Germany, our checklist for selling on Amazon Germany from the UK covers language alongside VAT and packaging.
bol.com deadlines and requirements
bol has moved faster than most marketplaces on manufacturer data. According to bol integrator e-tailize, from 5 March 2026 new ranges without manufacturer details do not go online, and existing items missing this data are taken offline gradually. bol also flagged the first PPWR packaging obligations from 12 August 2026.
bol has structural requirements too. Its conditions of use require partners to be EU-established and to deliver from within the EU, with non-compliance costing up to 100 policy points. Our bol.com marketplace management service covers onboarding and product data for UK brands with an EU entity.
GPSR on Otto, Kaufland and other marketplaces
Article 19 applies to any online offer to EU consumers, so the same data is needed whichever marketplace you use. The difference lies in how each platform collects it: some use dedicated attributes, others take uploads or free-text fields.
Keep one master record per product and push it to every channel, rather than entering responsible person details by hand on each marketplace. This avoids mismatches between Amazon, Otto and Kaufland that can confuse customers and reviewers.
How to audit your catalogue for GPSR
- Export your full catalogue from each EU marketplace, including inactive and suppressed listings.
- Identify the manufacturer for every product and confirm its name, postal address and email.
- Confirm your responsible person for products made outside the EU, with a written appointment where needed.
- Check images and identifiers: each listing should show the product clearly and match the type, batch or serial number on the label.
- Review safety information and translate it into German, Dutch or the relevant language for each store.
- Upload the data to each marketplace’s GPSR fields and check that it displays on the live listing.
- Set a process for new products so no listing goes live without complete GPSR data.
Penalties and enforcement
Penalties for GPSR breaches are set by each Member State, so they vary across the EU. Check with your adviser for the countries you sell in.
The more immediate risk for most sellers is commercial: listings that are suppressed, not published or gradually taken offline because data is missing. For a brand that relies on a handful of best sellers, even a short suppression can be costly, which is why we treat GPSR data as part of everyday Amazon account management rather than a one-off project.
How GPSR fits with other EU compliance
GPSR is only one layer. Packaging in Germany needs a LUCID registration (see our guide to LUCID registration and the new packaging law), and electrical goods and batteries have their own registrations. Keep all of these identifiers in the same product record so your listings, labels and marketplace settings stay aligned.
Frequently asked questions
Do UK sellers need an EU responsible person for GPSR?
Yes, if the manufacturer is not established in the EU and you sell non-food products to EU or Northern Ireland customers. The responsible person can be an EU manufacturer, importer, written-appointed authorised representative or fulfilment service provider.
Does GPSR apply to Amazon.co.uk?
Amazon’s notice says GPSR covers the EU and Northern Ireland, not Great Britain. UK product safety rules still apply to GB sales, so check those separately with your adviser.
What happens on bol if manufacturer details are missing?
From 5 March 2026, new ranges without manufacturer details do not go online on bol, and existing items missing the data go offline gradually.
What language must GPSR safety information be in?
A language easily understood by consumers, as determined by the Member State where the product is sold. For Germany that means German. For the Netherlands, plan for Dutch and confirm with your adviser.
Not legal or tax advice. Product safety obligations depend on your products and set-up, so confirm them with a qualified adviser.
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