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EU responsible person for Amazon sellers

Since 13 December 2024, Amazon asks sellers in its EU stores to name an EU responsible person for non-food products. Here is what it checks, where the details go and what the label needs.

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From €149 a year per product type, excl. VAT

Short answer

If your company is outside the EU and you sell consumer products in Amazon's EU stores, you need an EU responsible person: a company established in the EU, named with its postal and electronic address in Seller Central and on the product, its packaging, the parcel or an accompanying document. Amazon can deactivate offers without it. Noda takes the role under a written mandate, from €149 a year per product type.

Delivered by: Noda, Tallinn · Last reviewed: November 2026

What Amazon asks for

For non-food products in its EU stores, since 13 December 2024.

  • EU responsible person: name, postal address and electronic address.
  • Manufacturer: name, postal and electronic address, and the importer's details if there is one.
  • Product identifier: type, batch or serial number.
  • Safety information: warnings and instructions in the language of the store, as images or PDFs, or a confirmation that there are none.

Where it goes: Seller Central → Manage Your Compliance, per listing and per EU store. Offers with missing data show up under Account Health.

The name on your label matches the name in your listing, word for word.

Who can be your responsible person

The law gives four options (Regulation (EU) 2019/1020, Article 4).

  1. 1 A manufacturer established in the EU.
  2. 2 The importer, when the manufacturer is outside the EU.
  3. 3 An authorised representative with a written mandate from the manufacturer.
  4. 4 A fulfillment service provider established in the EU, for the products it handles, and only if none of the above exists.

For a seller from abroad with no EU importer, the usual route is an authorised representative. That is the role Noda takes.

What goes on the label and in the listing

On the product, packaging, parcel or an accompanying document

  • The responsible person's name and postal and electronic address (GPSR, Article 16(3))
  • The manufacturer's name and addresses (Article 9(6))
  • A type, batch or serial number (Article 9(5))
  • Instructions and safety information in a language consumers easily understand, as the country of sale decides (Article 9(7))

In your Amazon listing (GPSR, Article 19)

  • The manufacturer's name and postal and electronic address
  • The responsible person's name and postal and electronic address
  • A picture of the product, its type and any other identifier
  • Warnings and safety information

What Noda does as your responsible person

  • Checks documents and labels before we start
  • Gives you the data for labels and listings
  • Answers market surveillance authorities
  • Supports a recall if one is needed
  • Keeps the documents at the authorities' disposal for 10 years

€149 a year for one product type · 3 types €349 · 10 types €890, excl. VAT. Priced per product type, not per SKU. Review within 3 business days, or within 24 hours with Express (+€99). How prices compare →

When you don't need us

  • Your company or your importer is established in the EU: enter those details instead.
  • You sell only in Great Britain. Northern Ireland follows the EU rules.
  • You sell food, feed or medicines: they have their own rules.

Common questions

Is Amazon my EU responsible person if I use FBA?
Don't count on it. In law, a fulfillment service provider in the EU is the fallback when no other EU operator exists, but Amazon's process asks you to name a responsible person. Name one.

Do I need a different responsible person for each product?
No. Every product needs one, and the same company can cover all of them. Our price is per product type, not per SKU.

What happens if the details are missing?
Amazon can deactivate the offer. Offers with missing or invalid details appear in Account Health.

Amazon hid my listing. How fast can you help?
Send complete documents. With Express (+€99), you get our name and address for labels and listings within 24 hours, Monday to Friday.

I sell from Great Britain to Northern Ireland. Do I need one?
Yes. The responsible person must be established in Northern Ireland or the EU. A company established only in Great Britain doesn't qualify.

Do used and refurbished goods count?
Yes. Amazon's requirement covers used and refurbished goods too.

Sources: Regulation (EU) 2023/988 (GPSR), Articles 9, 16 and 19; Regulation (EU) 2019/1020, Article 4; Amazon Selling Partner API changelog and Seller Forums announcement on GPSR (December 2024); GOV.UK, GPSR in Northern Ireland (November 2025). Last reviewed: November 2026.

Related: EU Responsible Person · What it costs · Check your EU roles

What we need from you to start

  • The list of your product types and the marketplaces where you sell
  • Technical file and test reports, or the declaration of conformity
  • Your current labels and product photos
  • Your company details, for the mandate

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Tell us what you sell and which Amazon stores you list in. You get the price for your product types.

We reply within 1 business day, Tallinn time.

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