Imagine this: on a perfectly ordinary morning you open your Amazon seller account – and discover that some of your most successful products have been blocked. The reason? A new regulation that every seller should know: the General Product Safety Regulation (GPSR).
The GPSR has been in force throughout the European Union since 13 December 2024. It replaces the previous Product Safety Directive and makes product safety on Amazon a mandatory foundation. Amazon product safety EU is therefore no longer a marginal topic, but will decide success or failure in e-commerce in 2025.
What does the GPSR mean in concrete terms?
The GPSR affects all non-food products and marks a clear turning point: sellers must actively prove that their products are safe. Whereas previously the authorities bore the burden of proof, responsibility now lies entirely with manufacturers and sellers.
The four biggest challenges of the GPSR and how to master them
- Strict documentation obligation
In the Amazon compliance dashboard, the following evidence, among other things, must be available for every product:
- Manufacturer information
- Technical documentation
- Declaration of conformity
- Safety assessment
- EU contact person (Economic Operator)
Recommendation: Create a “GPSR folder” for every product. This safeguards you in case Amazon or the authorities request documents.
- Reversal of the burden of proof
The GPSR means that sellers themselves must demonstrate that their products are safe. Electronics, toys and furniture are particularly sensitive.
Recommendation: Work with accredited test laboratories and document your results comprehensively.
- Obligation to have an EU representative
Anyone selling from outside the EU needs an official representative within the Union. Without one, you lose your permission to sell.
Recommendation: Clarify as quickly as possible whether your importer, authorised representative or a specialised service provider can take on this role.
- Seamless traceability
Products must be traceable along the entire supply chain – from the manufacturer to the end customer.
Recommendation: Use digital tools to make your supply chain transparent and verifiable at any time.
Consequences of non-compliance
Compliance with Amazon product safety EU is not optional. Anyone who ignores the GPSR risks:
- Immediate blocking of the listings concerned
- Permanent withdrawal of the permission to sell
- Fines of up to 4% of annual turnover
- In serious cases, personal liability
Your 5-point plan
- Document check: Check all active listings for GPSR conformity.
- Supply chain audit: Make sure that all evidence is available for every product.
- Clarify EU representation: Make binding agreements with a suitable partner.
- Maintain the compliance dashboard permanently: Keep your data up to date to prevent blocks.
- Establish a safety culture: Make product safety a central component of your corporate strategy.
The opportunities behind the GPSR
Many sellers initially perceive the GPSR as a bureaucratic hurdle. In reality, however, it offers decisive advantages for those who are prepared:
- Less competition: Suppliers without compliance are weeded out.
- More trust: Customers prefer sellers who take safety and transparency seriously.
- Better rankings: Amazon will favour GPSR-compliant sellers.
- Future-proofing: Anyone who fulfils the GPSR is also very well prepared for upcoming regulations.
Conclusion: take action now
The GPSR marks the end of the “easy-going” times on Amazon. From 2025, Amazon product safety EU will decide who remains successful in the long term.
Your next steps:
- Discuss the GPSR topic with your team.
- Start today with a GPSR check of your top products.
- Draw up a clear roadmap for implementation.
Time is pressing – but anyone who acts now secures not only conformity, but also a decisive competitive advantage.
Note: This article is no substitute for legal advice.