Amazon EU Product Compliance Guide: Basic Knowledge

Introduction to Product Compliance

This guide provides essential knowledge for sellers on ensuring product safety and compliance with the requirements of major European markets. It aims to help sellers successfully navigate compliance using the compliance reference tools.

Key Topics Covered:

• Product Compliance Overview
• Restricted Products Policy
• European Product Compliance Introduction
• New EU Product Safety Law Introduction

European Regulatory Landscape Overview

Product compliance is crucial for consumer protection in Europe. The EU primarily adopts a precautionary principle, horizontal legislation, vertical legislation, and best practices to ensure consumer safety. This section provides an overview of the European regulatory landscape and compliance requirements.

3.1.1 General Product Safety Regulation (GPSR)

The General Product Safety Regulation (GPSR) replaces the General Product Safety Directive. It applies to most non-food consumer products sold in the EU. Sellers who meet two conditions must comply with GPSR by December 13, 2024:

• Selling products in the EU.
• Selling non-food consumer products.

Products not meeting GPSR requirements will be removed by Amazon after the regulation takes effect. Sellers are advised to take prompt action to avoid potential risks.

GPSR Legal Requirements

How to Achieve Compliance

1. Step 1: Designate an EU Responsible Person (RSP) for your non-food products.
2. Step 2: If your product does not meet regulatory requirements, redesign your product labeling to ensure it includes the following information (but not limited to):
   • EU Responsible Person information
   • Manufacturer information
   • Warnings and safety information
   • At least one product identifier
3. Step 3: Upload regulatory information to the Seller Platform promptly. You must upload and display the following information on the product detail page:
   • EU Responsible Person information (name, postal address, email/URL)
   • Manufacturer contact information (name, postal address, email/URL)
   • Product safety and warning information (product safety documents/images/certificates in the language of the selling country)
   Note: This information must be consistent with the product labeling.

Upload Steps:

Locate the relevant section: Go to Seller Central > Performance > Account Health > Policy Compliance, and click on "Regulatory Compliance".

Upload EU Responsible Person Information (must be done separately for each EU marketplace):

1. On the Regulatory Compliance page, navigate to the "Unresolved" tab. Find the reason "GPSR: Responsible Person Contact Information".
2. Select "Submit information for your brand or a specific ASIN" and click the "Submit" button on the right.
3. Click "Add new responsible person address" > Fill in the responsible person's information > Click "Save" at the bottom right.
4. The newly added EU Responsible Person should appear highlighted in blue. Click "Save" again at the bottom right. The page will display "Information submitted successfully". Click "Close".

Important Notes:

• Ensure you upload information separately for each EU marketplace (e.g., Germany, France, Italy, Spain, Netherlands, Poland, Sweden, Belgium).
• Re-enter the upload page to confirm the responsible person's information is displayed in blue, indicating successful upload.

Upload Warnings and Safety Information:

1. Navigate to the "Unresolved" tab and find the reason "GPSR: Warnings and Safety Information". Select your ASIN and click "Submit" on the right. (Note: Warnings and safety information can only be uploaded on an ASIN basis).
2. Choose the appropriate product file based on your needs (product safety file, warning/safety image, or product safety certificate - choose one):
• Product Safety File: Upload the "Product Safety File", select the corresponding file type and language, click "Upload File", then click "Save" at the bottom right. The page will display "Information submitted successfully". Click "Close".
• Warnings and Safety Image: Upload "Warnings and Safety Image" > Go to "Image Manager" > Select the relevant code (PS01-PS06) from the dropdown menu and upload the image. If you upload an image, it only needs to be done for one EU marketplace; others will sync automatically.
• Product Safety Certificate: Upload "Product Safety Certificate" and check the box.

Why is my Responsible Person/Manufacturer information showing as invalid?

• Addresses must be written in an official EU language.
• Phone numbers must start with an international dialing code (e.g., '+' or '00') and contain 7 to 15 digits without spaces.
• Email addresses cannot have leading or trailing spaces.
• Numeric fields (like phone numbers) cannot contain language-specific accented characters or symbols (e.g., ä, ö, ß).

Product Removed Due to GPSR Non-Compliance: What to Do?

If your product is removed due to GPSR non-compliance, you will receive a performance notification. Follow the guidance in the notification or the steps below to resolve the issue and avoid impacting your sales:

1. Go to Account Health > "Regulatory Compliance" page, find the removed ASIN, and submit the required information to complete the GPSR compliance process.
2. Wait for the uploaded information to be reviewed.
3. For "Unsellable" items in the "Manage Inventory" control panel, click "Edit" in the last column of the relevant row. Do not make any edits. Click "Save and finish". In the new window, click "Complete".

Note: Products removed due to non-compliance will be reinstated within 24 hours after the seller completes the above process and GPSR review is approved.

Will my account be suspended if my product is removed for GPSR non-compliance?

No. Amazon can confirm that if your product does not meet GPSR requirements, it may be delisted, but your account will not be suspended.

3.1.2 Radio Equipment Directive (RED)

As of December 28, 2024, this regulation sets requirements for radio transmitting or receiving radio waves, wireless electrical, and electronic products. This includes providing a USB Type-C interface, offering buyers the option not to purchase a wall charger if one is included, and displaying graphical symbols, compatible charging power, and whether a wall charger is provided in the online product information.

Note: Products manufactured and imported into the EU before December 28, 2024, are not affected.

Products within the scope of RED:

Most wireless electrical and electronic products that transmit or receive radio waves are subject to the EU Radio Equipment Directive. Wireless products are defined as products with removable or embedded rechargeable batteries. This includes second-hand goods, refurbished goods, and spare parts.

The following categories of wireless equipment must comply with the RED requirements:

• Handheld mobile phones
• Tablets
• Digital cameras
• Headphones
• Headsets
• Handheld game consoles
• Portable speakers
• E-readers
• Keyboards
• Mice
• Portable navigation systems
• Earphones
• Laptops, including thin and light laptops, ultra-portable laptops, convertible laptops, and netbooks (requirements effective April 28, 2026).

The following wireless equipment is excluded:

• Digital cameras designed exclusively for the audiovisual or security and surveillance sectors.
• Headphone charging cases (if sold separately).

3.1.3 EU Conformity Certification (CE)

For products such as toys, electronics, personal protective equipment, machinery, building materials, gas appliances, recreational and private boats, pressure vessels, and measuring equipment, a CE mark is required. This is a self-declaration mark by the manufacturer, indicating that the product complies with EU health, safety, and environmental protection standards.

For products requiring CE marking, ensure you meet these 3 requirements:

• The manufacturer has issued a valid EU Declaration of Conformity (or building material performance declaration) and has prepared other applicable conformity documents that can be provided as required by the destination country.

What is a Declaration of Conformity?

If you sell products in Europe, you must provide a Declaration of Conformity, signed by the manufacturer or their authorized representative. This document confirms that the product placed on the market complies with applicable EU requirements, meaning the manufacturer is responsible for ensuring the product meets all applicable European legal requirements.

The Declaration of Conformity must include at least the following information:

1. Name and full postal address of the manufacturer or their authorized representative.
2. Product's serial number, model, or other unique product identifier.
3. A statement by the brand owner or manufacturer taking full responsibility for the Declaration of Conformity.
4. A way to trace the product's identification.
5. The relevant EU legislation and any harmonized standards or other means used to demonstrate conformity.
6. Details of the notified body involved in the conformity assessment procedure (e.g., name and number), and the reference number of the issued certificate (if applicable).
7. Name, signature, and position of the person signing the Declaration of Conformity.
8. Date of issuance of the declaration.

3.1.4 UK Conformity Assessment (UKCA)

The UKCA mark is a specific self-declaration mark for the UK. It has been used in the UK (England, Scotland, and Wales) since January 1, 2021. UKCA signifies conformity assessment in the UK, indicating that products meet UK health, safety, and environmental protection standards.

In Northern Ireland, most products can still use the CE mark as a conformity assessment mark to indicate compliance with EU regulations. However, if you choose to use a UK conformity assessment body for approval or certification, you may also need to obtain the UKNI mark.

Similarly, in the UK, you must meet the Declaration of Conformity requirements and have the technical documentation prepared by the manufacturer to confirm that the product placed on the market meets applicable UK requirements.

Designating an EU Responsible Person (RSP): The EU General Product Safety Regulation (EU Market Surveillance Regulation 2019/1020) requires all products with a CE mark (excluding medical devices, civil explosives, and certain lifting and cable car devices) to have a contact person within the EU (EU Responsible Person) for product compliance. If a product lacks an EU Responsible Person, the sale is considered illegal.

Manufacturers must affix the CE mark and all other relevant conformity marks to the product, packaging, or accompanying documents. Labels must also include the contact information of the EU Responsible Person. Click here for more details.

3.1.5 EU Type-Examination Certificate (EC Certificate)

EU Type-Examination is part of the conformity assessment procedure carried out by a notified body. This procedure examines the technical aspects of the product and verifies that it meets the basic requirements of relevant directives and regulations. If the product meets the requirements, the notified body issues an EU Type-Examination Certificate (EC Certificate) to the importer or manufacturer.

Purpose and Scope:

Purpose: The EC Certificate serves to prove that the product meets the basic technical requirements after undergoing the conformity assessment procedure executed by a notified body.

Scope: EC Certificates are only applicable to certain CE directives or regulations, primarily for products that may pose a high risk to buyers. In some cases, for products falling under the Personal Protective Equipment Regulation, only certain categories of products (e.g., Class II or Class III products) require an EC Certificate.

Circumstances where a notified body may need to be involved in EU Type-Examination:

• When there are no harmonized standards for a particular product category.
• When the manufacturer or importer chooses not to use harmonized standards, even if they exist.
• When the manufacturer or importer believes it is necessary to involve a notified body to ensure product safety.

3.1.6 Ensuring Compliance with Applicable EU Regulations

Sellers must comply with regulations such as Product Safety and Conformity (DSA) and Energy Efficiency Labeling (EEL) in the EU.

Product Safety and Conformity

Starting February 2023, Amazon Seller Central introduced the "Product Safety and Conformity" image variant option. When selling products online, you must provide and display product safety labels, warnings, and marks on the product detail page, or risk having your products removed. Click here to learn which products require product safety and conformity information.

Energy Efficiency Labeling (EEL)

The EU Energy Efficiency Labeling regulation establishes a framework for EU member states, requiring product labels to provide information related to energy efficiency, energy consumption, and other resource consumption. The regulation applies to products with energy labels, including but not limited to washing machines, dryers, dishwashers, electronic displays, refrigerators, and lighting devices.

Additional Requirements for Specific Countries:

If selling to Germany and storing inventory there:

If selling to France:

Third-party sellers selling in France must comply with Extended Producer Responsibility (EPR) obligations for various product categories. Sellers need to register for an EPR registration number (also known as a "Unique Identification Number - UIN"). If you do not provide a valid UIN, Amazon will report and pay the environmental fees on your behalf and charge you accordingly.

Click here to view specific EU product compliance regulations.

3.2 Overview of Regulatory Compliance Mechanisms

Amazon assists sellers in launching their business in Europe and avoiding compliance risks by providing information from four perspectives:

• Providing the latest and most comprehensive compliance information.
• Connecting sellers with reliable compliance service providers to expand their business.
• Efficiently identifying and displaying compliance information.
• Comprehensively managing in-stock product compliance matters.

Amazon offers detailed help pages, Seller Central topics, and relevant compliance tools to address challenges such as incomplete compliance information, lack of reliable service providers, unfamiliarity with compliance requirements, and difficulty in managing compliance matters.

Seller Central Help Pages

Seller Central provides rich, in-depth content to help you understand relevant regulations and policies. You can access the help pages via the search bar or the help portal.

Key Help Sections:

• Get Help: Search for "Compliance" in "Menu > Learn > Seller University" to find relevant content.
• Seller University: Offers extensive learning documents and easy-to-understand video tutorials covering various compliance topics.

Compliance Reference Tool

Before listing new products, you can use the "Compliance Reference" tool to understand the compliance policies for new listings and product categories. It provides solutions for high-risk product compliance requirements and information on compliance service providers to help you choose the right solutions. You can access the "Compliance Reference" tool via Seller Central:

Path: Seller Central > Catalog > Add Products > Compliance Reference. You can search for products using keywords, product types, HS codes, EU regulations (partially available), or ASINs (partially available).

Managing Your Compliance (MYC) and Account Health Dashboard (AHD)

Starting May 29, 2025, Amazon will migrate all product and food safety compliance requirements from the "Manage Your Compliance" control panel to the "Policy Compliance" page within the "Account Health" control panel.

The updated "Account Health" control panel simplifies compliance management. Sellers can monitor policy violations, submit documents, file appeals, and coordinate product verification with testing, inspection, and certification providers all in one place.

During the migration period, sellers must check both control panels to view all violations. The migration is expected to be completed by July. Amazon will notify you once all compliance violations are consolidated into the "Account Health" control panel.

Seller Central MYC Operation Steps:

1. From the top-left dropdown menu in Seller Central, navigate to "Performance" > "Account Health" to find the "Manage Your Compliance" section.
2. On the "Policy Compliance" page, click "Next Steps" and then click the submit button corresponding to the product.
3. Click the submit button for the product that requires action. In the pop-up side panel, upload the required documents and repeat this process for all necessary files. Click "Save" upon completion.
4. If you believe the regulation does not apply to your product, click "Appeal request" at the bottom of the sidebar and then click "Submit". You can then choose the type of appeal you need from the two options on the right.

Congratulations on Completing the Course!

More learning content awaits you. Explore related topics such as Restricted Products Policy, EU Product Compliance Introduction, and New EU Product Safety Law Introduction.

Extended Learning Courses:

• Official Lecture - Store Compliance Guide: Avoid Pitfalls with Smart Strategies: Learn compliance policy requirements step-by-step. Covers product and operational compliance to prevent product delisting and account suspension.
• Official Lecture - Account Health: Safe Operations to Avoid Account Suspension: Get a comprehensive overview of product compliance and infringement, with operational advice to resolve account suspension issues.

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