By Martin Walian, Founder & CEO · Updated 13 October 2026
If Amazon has flagged one of your EU listings for a missing EU Responsible Person, you are not alone. Since 13 December 2024, most consumer products sold in the EU must have a business based in the EU that is responsible for them, and Amazon now asks for it on its EU marketplaces.
This guide explains what an EU Responsible Person is, who can act as one, how to add one in Seller Central, and what happens if you don’t.
Table of Contents
1. What Is an EU Responsible Person?
Under the EU General Product Safety Regulation (GPSR), a product cannot be placed on the EU market unless there is an economic operator established in the EU who is responsible for it. Amazon calls this business your Responsible Person.
If your company is based outside the EU, for example in the US, the UK or China, someone inside the EU has to take on this role for you. Their name and contact details then appear on your products and on your Amazon listings.
Your Responsible Person is the point of contact for EU authorities. In practice, that means:
- keeping your product documentation, such as your declaration of conformity and technical file, available for the authorities
- answering requests from market surveillance authorities
- informing the authorities if there is reason to believe a product presents a risk
- cooperating on any corrective action, such as fixing a labelling problem or recalling a product
- regularly checking that the product matches its technical documentation
2. EU Responsible Person vs EU Authorised Representative
The two terms describe the same seat from different angles. “Responsible Person” is the role Amazon asks you to fill. An EU Authorised Representative is one of the types of business that can fill it.
The law allows four types of business to act as your EU Responsible Person, as long as they are established in the EU:
- The manufacturer, if it is itself based in the EU
- An importer, where the manufacturer is outside the EU
- An authorised representative, appointed by the manufacturer with a written mandate
- A fulfilment service provider based in the EU, but only where none of the above exists
For most non-EU brands selling on Amazon, the simplest option is an authorised representative: a company that signs a written mandate with you and acts as your Responsible Person across the EU. For more background, see our guide to the EU Authorised Representative and GPSR.
3. What Amazon Asks For
For products listed on its EU marketplaces, Amazon asks for:
- the manufacturer’s name, postal address and email address or website
- the Responsible Person’s name, EU postal address and email address or website
- any safety information and warnings for the product
This mirrors what the GPSR requires every online listing to show. Amazon then displays the details on your product detail page.
The same details have to be on the product itself. The GPSR requires the Responsible Person’s name and contact details on the product, its packaging, the parcel or an accompanying document, so adding them to Amazon is not enough on its own.
4. How to Add Your EU Responsible Person in Seller Central
- Appoint your Responsible Person first. Sign the agreement and get their company name, EU postal address and contact email.
- Open Manage Your Compliance in Seller Central. Use Add compliance information to enter your Responsible Person’s details, along with the manufacturer’s.
- Check Account Health. Under Regulatory Compliance, Amazon lists any products still missing Responsible Person, manufacturer or safety information.
- Update your labels. Add the Responsible Person’s name and contact details to the product, its packaging or an accompanying document.
Amazon reviews the details before they appear on your listings. Seller Central menus change from time to time, so if you can’t find these pages, search Seller Central Help for “GPSR”.
5. What Happens If You Don’t Have One
Amazon can block or remove EU listings that are missing Responsible Person information until the details are added. While a listing is down, you lose every sale on that marketplace.
Beyond Amazon, selling in the EU without a responsible business in the EU breaks the GPSR, and EU authorities can take action against products sold without one.
Need an EU Responsible Person for Amazon?
We act as your EU Responsible Person and EU Authorised Representative, appointed within 24 hours, from €49/month. We are an Amazon Authorized Partner.
6. How to Choose an EU Responsible Person
- A real EU address. The business must be established in the EU, and its address goes on your packaging.
- A written agreement. The law requires a written mandate for an authorised representative.
- Someone who answers. EU authorities contact your Responsible Person directly, so you want someone who replies quickly.
- Your documents on file. They should hold your declaration of conformity and technical documentation, so they can answer requests without delay.
- Clear pricing. Know exactly what is included before you sign.
Selling on Amazon.co.uk as well? Great Britain is not covered by the EU rules, so an EU Responsible Person does not cover it. See our guide to the UK Responsible Person on Amazon.
Frequently Asked Questions
Is an EU Responsible Person the same as an EU Authorised Representative?
Not exactly. “Responsible Person” is the role. An authorised representative is one type of business that can take it on. For most non-EU sellers, appointing an authorised representative is the simplest way to have an EU Responsible Person.
Do I still need one if I use FBA in Europe?
Yes. Using Fulfilment by Amazon does not remove the requirement. You still need to give Amazon your Responsible Person’s details for your EU listings.
My manufacturer is based in the EU. Do I need anyone else?
No. If the manufacturer is established in the EU, it can act as the Responsible Person, and you enter its details in Seller Central.
Does the Responsible Person need to be on my label?
Yes. The GPSR requires their name and contact details on the product, its packaging, the parcel or an accompanying document.
How quickly can I get one?
With EUUK Compliance, you are appointed within 24 hours, from €49/month. You can then add our details in Seller Central straight away.
Ready to fix a flagged listing? See our EU Responsible Person service or apply now.
