GPSR: What EU Sellers Need to Know and Implement

Selling products into the European Union (EU) just got a lot more complicated. The EU’s new General Product Safety Regulation (GPSR) is now in force, bringing stricter safety obligations, expanded documentation requirements, and new responsibilities for manufacturers, importers, distributors, and online marketplaces alike.

For sellers on platforms like Amazon, non-compliance doesn’t just mean regulatory risk — it can lead to product removals, suspended listings, costly recalls, and reputational damage. This guide breaks down exactly what GPSR is, who it applies to, and what EU-facing sellers must implement right now to stay compliant.

What Is GPSR and Why Does It Matter?

GPSR is a broad legislative framework introduced by the European Union to ensure that all products sold in the EU, including Northern Ireland, are safe for consumers.

The EU faces challenges in creating specific safety laws for every type of consumer product — both current and future. This is because the sheer variety of products and their evolving nature make it impractical to address every scenario with sector-specific regulations.

To fill these gaps, the GPSR provides a framework that complements existing product-specific laws, ensuring consumer safety is consistently upheld across the board.

Unlike its predecessor, the General Product Safety Directive (GPSD), the GPSR is directly applicable in all EU Member States. This means it doesn’t require directives to be incorporated into the national laws of member states, also called national transposition, resulting in uniform rules that apply equally across the EU.

The regulation introduces stricter safety standards and enforcement mechanisms, requiring businesses to:

• Assess and address risks associated with their products.
• Provide clear safety information to consumers.
• Maintain comprehensive documentation to demonstrate compliance.

Sellers should ensure that every product they list in the EU adheres to the GPSR’s rigorous standards. Failure to comply can result in significant penalties, such as governmental fines, product recalls, or the removal of their listings from the online marketplaces.

By setting a high benchmark for consumer product safety, the GPSR protects consumers while creating a clear and consistent framework for businesses operating within the EU market.

Scope of GPSR

GPSR covers all products sold or supplied within the European Union, with a primary focus on ensuring that consumer goods are safe for use.

The regulation applies to new, used, repaired, or reconditioned products, regardless of whether they are manufactured within the EU or imported from outside the EU. The GPSR encompasses a wide range of products, including electrical appliances, toys, furniture, clothing, and other consumer goods.

Interaction with Specific Product Regulations

The GPSR complements laws regarding products covered by sector-specific harmonization legislation by:

• Non-overlapping rules: The GPSR ensures there are no conflicting provisions, offering a clear and consistent legal framework.
• Filling gaps: The GPSR applies when specific legislation does not cover certain risks. For instance, if a product’s safety requirements under specific rules lack provisions for emerging risks, such as cybersecurity for smart devices, the GPSR steps in.

Product Exclusions

Article 2(2) of the GPSR includes a list of excluded products, including:

• Medicinal products for human or veterinary use
• Food
• Feed
• Living plants and animals, genetically modified organisms
• Animal by-products and derived products
• Plant protection products
• Equipment used for transporting consumers, where the service provider directly operates the equipment as part of a transportation service, and consumers are not responsible for operating the equipment themselves
• Antiques
• Aircraft

Crucially, the GPSR imposes responsibilities on all economic operators involved in the supply chain, including manufacturers, importers, distributors, and online marketplaces like Amazon.

Key Requirements of EU GPSR

Responsible Person

One of the most significant changes introduced by GPSR is the requirement for a Responsible Person. This individual or entity must be established within the EU and is accountable for ensuring product compliance.

Key points:

• You must have a Responsible Person for your non-food products.
• Their contact information must be labeled on your products.
• The information should be in one of the EU’s official languages.

Risk Analysis and Technical Documentation

Under Article 9, manufacturers must conduct a comprehensive risk analysis and prepare technical documentation for their products before they are placed on the market. This was not a general requirement under the former GPSD (General Product Safety Directive).

Manufacturer Information

General Product Safety Regulation mandates clear labeling of manufacturer information on products and online listings.

Requirements include:

• Labeling products with the manufacturer’s contact details.
• Including importer information, if applicable.
• Ensuring visibility of this information on both physical products and online listings.

Labelling and Traceability

Proper labeling and traceability are crucial components of GPSR compliance. This ensures that products can be traced back to their origin in case of safety issues or recalls.

You’ll need to:

• Adhere to both GPSR and existing labeling requirements.
• Ensure each product carries a unique identifier.
• Provide necessary warning and safety information, both physically and in online listings.

Online Sales and Marketplaces

The GPSR introduces specific provisions for online sales:

Products sold online or via distance selling channels are considered “available on the market” if the seller targets EU consumers.

Online marketplaces must now support product recalls, cooperate with authorities, and suspend services for suppliers and retailers who frequently list non-compliant products.

Other Considerations

Documentation: Sellers must keep comprehensive documentation that demonstrates their compliance with GPSR requirements. This includes records of risk assessments, safety testing, and any corrective actions taken to address identified risks.

Market Surveillance: The GPSR enhances market surveillance activities, allowing authorities to monitor and enforce compliance more effectively. Sellers must cooperate with authorities during inspections and provide any requested information promptly.

Product Recalls: If a product is found to be unsafe, businesses are required to take immediate action to recall the product from the market. This includes notifying consumers and relevant authorities, and providing remedies such as refunds or replacements.

Corrective Actions: Sellers must implement corrective actions if any safety issues are identified. This may involve redesigning the product, updating safety information, or improving manufacturing processes.

Current Implementation Status

Products that were compliant with the previous General Product Safety Directive and placed on the market before December 13, 2024, are still allowed to be sold. However, all newly introduced products or products with updated materials must now comply with current GPSR standards. Sellers should carefully manage their inventory to ensure full compliance with these requirements.

Common Seller Concerns

UK vs. EU Requirements

Based on Amazon’s GPSR announcement post, many sellers have questions about the requirements for the UK market, especially concerning Northern Ireland (NI). Here’s what you need to know:

• NI is considered part of the EU for regulatory purposes under the Northern Ireland Protocol. This means that sellers must comply with GPSR requirements for goods placed on the NI market, even though NI remains part of the UK.
• Products placed on the market in Northern Ireland must meet GPSR requirements, including having a Responsible Economic Operator (REO) established in NI or the EU.
• Online marketplaces operating in Northern Ireland must also comply with specific GPSR obligations, such as having processes to cooperate with market surveillance authorities.
• For additional resources, businesses can contact:
  OPSS.enquiries@businessandtrade.gov.ukwftf-sgim@cabinetoffice.gov.uk

Product Labeling Concerns

Some sellers, particularly those in the clothing industry, are worried about revealing manufacturer details. While compliance is necessary, there are ways to balance it with your business interests:

• Consider using a brand name different from your manufacturer’s name.
• Focus on providing required information without compromising your competitive edge.
• Consult with legal experts to ensure you’re meeting requirements while protecting your business.

Online Listing Requirements

Displaying warning and safety information in multiple languages can be challenging. Here are some tips:

• Use platform’s built-in translation features where available.
• Consider adding user manuals and safety documents to the product detail pages.
• Use clear, simple language that’s easy to translate accurately.

What Are My Priorities as a Seller?

All Sellers

• Ensure current compliance for all EU-based store listings
• Maintain proper documentation and safety information
• Monitor listings to prevent removal and maintain flash sale eligibility

Brand Owners

• Verify ongoing product compliance with GPSR requirements
• Ensure your EU Responsible Person is properly appointed
• Keep manufacturer information up to date
• Regularly review and update product pages

Resellers

• Maintain compliance verification for all products
• Keep Responsible Person and manufacturer information current
• Ensure proper display of product pictures and safety information

Maintaining GPSR Compliance

• Stay current: Monitor updates as some aspects of the GPSR are subject to delegated acts or implementing acts from the European Commission
• Maintain documentation: Keep your compliance documentation up to date
• Regular reviews: Conduct periodic reviews of your supply chain and processes
• Professional guidance: Consider ongoing consultation with legal experts
• Process updates: Continue refining your compliance procedures

The Takeaway

The implementation of GPSR represents a significant change for sellers operating in the EU market. While the requirements are comprehensive, understanding and maintaining compliance helps ensure long-term success in the EU marketplace.

Remember, GPSR is ultimately about ensuring product safety for consumers. By complying with these regulations, you’re not just avoiding penalties — you’re building trust with your customers and strengthening your brand’s reputation in the EU market.

Stay proactive, maintain your compliance efforts, and don’t hesitate to seek help when needed. With the right approach, you can turn these regulatory requirements into an opportunity to stand out in the EU marketplace.

Start Selling All Over the World With SPS Commerce

To help navigate complex EU requirements like GPSR while keeping orders flowing smoothly, SPS Commerce Fulfillment connects sellers to trading partners and marketplaces through a single, reliable network. With automated order processing, improved data accuracy, and scalable fulfillment workflows, SPS Commerce helps reduce manual errors and operational friction — so you can stay compliant, meet retailer expectations, and focus on growing your EU business.

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Eden Shulma

Content Marketing Manager at SPS Commerce

Eden Shulman is a Content Marketing Manager at SPS Commerce, where he draws on his background in technology and business writing to craft clear, insightful supply chain content. He specializes in translating complex topics into practical, engaging articles that help professionals make smarter, data-driven decisions.

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