Amazon GPSR Listing Deactivated? 24-Hour Checklist and Recovery Steps for EU Sellers

Why GPSR leads to deactivated Amazon listings

The General Product Safety Regulation (EU) 2023/988 has applied since 13 December 2024. Article 19 requires every online offer to show the manufacturer's details, the EU Responsible Person where the manufacturer is outside the EU, product identification and warnings or safety information. Article 22 requires online marketplaces to let traders enter that information (Art. 22(9)–(10)) and to act on authority orders to remove dangerous products, within two working days (Art. 22(4)).

In its seller-forum announcements Amazon told sellers to submit, via the regulatory-compliance area of Account Health, their EU Responsible Person, manufacturer contact details and warning and safety documents or images, or an acknowledgement that these are not required. It stated that after 13 December 2024 it would deactivate non-compliant offers it becomes aware of, such as those with invalid information or expired contracts. In a December 2024 article, Amazon's head of customer trust for Europe also described automated rules that identify and remove non-compliant products, with some listings escalated to safety and compliance specialists.

So a GPSR 'deactivation' is usually not an account suspension. Specific offers on one or more EU stores are deactivated, hidden or made unbuyable, and they can only come back once Amazon has accepted the missing data. We cannot tell you whether a particular product is compliant. Amazon's announcement also said UK-store listings need no GPSR submission; Northern Ireland follows EU product-safety rules, so check Amazon's current pages for how it handles that.

Seller Central menu names and wording change often. The steps below describe functions rather than exact labels.

Common causes at a glance

The first 24 hours after a deactivation: a checklist

Before asking around or resubmitting anything, work through these steps in order. Most sellers can have everything ready within a day:

1. Capture evidence (hour 1): screenshot the notification email, performance notification and Account Health page, with dates.
2. Map the scope (hours 1–2): in Account Health, look under product policy compliance for the regulatory-compliance or product-safety category. Amazon's announcement described a regulatory-compliance filter listing brands and offers that must comply with GPSR. Put every affected ASIN, store and missing item in one spreadsheet.
3. Check each store (hours 2–3): Amazon requires submissions per EU store. Switch through every store you sell in: Germany, France, Italy, Spain, Netherlands, Poland, Sweden, Belgium and so on.
4. Classify the problem (hour 3): missing data, or an accident, authority notice or recall? The latter is a product-safety issue to resolve first, not a form to fill in.
5. Confirm manufacturer and representative (hours 3–8): use the table in the next section to decide who the manufacturer is. If it is outside the EU, find your EC-REP contract, check it is still valid and that the name and address match your packaging.
6. Check product and photos (hours 8–16): compare your packaging with the GPSR label requirements: manufacturer, Responsible Person, model or batch, warnings in the store's language. Take clear photos of every side and prepare manual or safety PDFs.
7. Submit (hours 16–24): submit manufacturer, Responsible Person and safety information store by store, and record each submission.

If the packaging itself lacks the Responsible Person or warnings, submit the genuine data now and arrange relabelling or new packaging; never upload images that do not match the real product.

Where to enter manufacturer and Responsible Person data in Seller Central

Amazon has publicly described two routes, whose names may change: the regulatory compliance page in Account Health, where you submit data against flagged ASINs, and a 'submit compliance information' widget on the compliance management page, which Amazon staff have pointed sellers to on the forums. Large catalogues can use a bulk upload template. Whichever route you use, have this ready:

• Manufacturer: name, registered trade name or trade mark, full postal address and electronic address (email or a direct contact page). If you sell under your own name or brand, Article 13 treats you as the manufacturer.
• EU Responsible Person: required where the manufacturer is not established in the EU. It can be an EU importer, an authorised representative with a written mandate, or, where no other operator exists, an EU fulfilment service provider (Art. 16 GPSR with Art. 4 of Regulation 2019/1020). Submit its name, postal and electronic address.
• Match the packaging: what you enter must be identical to what is printed on product and packaging. See GPSR label requirements.

Who is the manufacturer in common seller set-ups?

No representative yet? Do not enter a placeholder address 'just to pass review'. A Responsible Person carries real legal tasks: cooperating with authorities, making technical documentation available and checking labelling. Read the EU Responsible Person guide to see who can take the role, then use the contract points in how to choose an EU Responsible Person to make your own choice.

For large catalogues, Amazon staff have described a bulk upload template for GPSR data with columns for Responsible Person, manufacturer, safety documents, PS01–PS06 images and a safety attestation.

Uploading safety information and label images

According to Amazon staff replies on the seller forums:

• Documents: PDFs of types such as instructions for use, user guide, user manual or safety information. In bulk uploads, links must be direct-download URLs, not share links that open in a browser.
• Images: the 'product safety and compliance' image variants PS01 to PS06, showing safety labels, warnings and markings on the product or packaging.
• Language: content must be in the official language(s) of the store and clearly show all required safety information.
• No warnings needed: you can attest that none are required, but only if the product can genuinely be used safely without instructions (GPSR Art. 9(7)).

Photo tips: one side per image, even lighting, legible text; make sure the sides showing manufacturer, Responsible Person, model or batch and warnings are included; avoid overlays or watermarks. If the packaging does not carry this information yet, fix the packaging or apply compliant labels first, then photograph.

After submitting: review, follow-up and how to structure an appeal

• Review time: an Amazon staff post on bulk uploads said submissions can take up to 14 working days to review. Avoid resubmitting the same data repeatedly.
• Approval is not display: Amazon has said approved documents or images may not be displayed; where several sellers submit for one product, Amazon chooses what to show.
• Shared detail pages: information submitted by another seller on the same ASIN does not cover your own obligations.
• Keep records: screenshots, dates and case IDs for every submission.

If you believe the flag is wrong, or offers stay inactive after review, respond through the relevant Account Health item or contact Seller Support. Amazon has not published a fixed GPSR appeal template; a factual response usually covers:

1. Scope: ASINs, stores and notification date.
2. Cause: what you found was missing, e.g. no Responsible Person submitted for France.
3. Action taken: what you submitted, when and through which page.
4. Evidence: label photos showing manufacturer, Responsible Person, identifiers and warnings, matching the submitted data.
5. Prevention: how you will avoid a repeat, such as pre-launch GPSR checks and tracking the representative contract.

Keep it short and truthful, promise nothing you cannot deliver, and never attach forged or edited documents.

Prevention and what never to do

1. Complete GPSR data at listing creation, not after a deactivation.
2. Keep one master sheet per SKU: manufacturer, Responsible Person, identifiers, warning languages and safety image links.
3. Track your representative contract. Amazon names expired contracts as a deactivation reason; update packaging and every store when you renew or switch.
4. Re-check when opening a new EU store.
5. Keep the physical product consistent with Seller Central; market surveillance inspects goods, not just listings.
6. Handle safety complaints properly and report serious accidents through the Safety Business Gateway.

Never forge or edit test reports or declarations, enter a company you have no contract with, 'borrow' another seller's EC-REP details, or present a warehouse or forwarder as your Responsible Person. These are unlawful and far more damaging than a deactivation. Unsure what you are missing? Try the three-step compliance check.