Amazon & marketplaces

How to Write an Amazon GPSR Appeal: Evidence Checklist, Reply Template and Common Rejection Reasons

Last checked against the official texts: 7 November 2026 · Based on Regulation (EU) 2023/988

Short answer

A successful reply to a GPSR deactivation proves that the problem has actually been fixed. First identify what was flagged (manufacturer details, EU Responsible Person, safety information, label images or requested documents), then correct the product, packaging and listing, and only then submit evidence that matches that exact ASIN and model. Structure the reply as issue, corrective action, evidence and prevention; keep it short and factual, and never use generic templates, forged documents or borrowed addresses.

Key points

Work out exactly which requirement was flagged and follow the wording of the notification; Seller Central wording changes.
Fix the root cause first: product, packaging and Seller Central data must match before you reply.
Map every piece of evidence to a legal requirement, e.g. label photos to GPSR Articles 9(5)–(6) and 16(3).
Use a four-part reply: issue, corrective action, evidence, prevention, with every claim backed by an attachment.
Typical rejections: documents for the wrong model, photos missing fields, wrong language, a Responsible Person that is not a real EU operator.
Do not claim exemptions you cannot support, and never forge documents or borrow an EU address.

Start by identifying what Amazon actually flagged

This guide follows on from Amazon GPSR listing deactivated: recovery steps. That article covers the first 24 hours: mapping affected ASINs and submitting missing data. This one covers the evidence pack, how to write the reply or appeal, and why replies get rejected.

Read the notification carefully first. In its seller-forum GPSR announcements Amazon told EU-store sellers to submit an EU Responsible Person, manufacturer contact details and warning and safety documents or images (or an acknowledgement that none are required), and said it would deactivate non-compliant offers, for example with invalid information or expired contracts. Some sellers also get requests for test reports or declarations of conformity, which usually stem from Amazon's category policies or sector law. Each problem needs different evidence; answering the wrong question is the easiest way to be rejected.

What was flagged	Legal requirement behind it	What you need to show
Manufacturer details missing	GPSR Art. 9(6) (on the product) and Art. 19(a) (in the online offer)	The real manufacturer's name, registered trade name or trade mark, postal and electronic address, matching the label
Responsible Person missing or invalid	Art. 16(1) and (3), Art. 4 of Regulation (EU) 2019/1020, Art. 19(b)	Details of an EU-established importer, authorised representative or fulfilment service provider, and proof that the arrangement exists
Warning and safety information missing	Art. 9(7), Art. 11(4), Art. 19(d)	Manual or safety information in the store's language; safety label images
Label images not accepted	Art. 9(5)–(6), Art. 16(3)	Product and packaging photos showing model or batch, manufacturer and Responsible Person
Test reports, declaration of conformity or other documents requested	Technical documentation (Art. 9(2)); sector law such as toys or electrical equipment; Amazon's own category policies	Genuine documents for that exact model
Safety complaint, authority order or safety alert	Art. 22(4) and (12)	Not something data can fix; deal with the product risk first using the accidents and recalls guide

Seller Central menus, buttons and notification wording change regularly, so this guide gives no click paths and does not guess review times. Follow the exact instruction in your notification and Account Health page: the file types it asks for, where to respond and in what format. Screenshot the notification and check your reply against it point by point.

The principle: fix the root cause, then submit

A GPSR deactivation means your offer, packaging or product does not meet a legal information requirement. An appeal is not a request for leniency; it is proof that the gap has been closed. If the packaging has no Responsible Person on it, no wording will help. If it has been fixed, the reply simply needs to show what changed.

Work in this order:

Settle the roles. Who is the manufacturer? Anyone who markets a product under their own name or trade mark is the manufacturer (GPSR Art. 3(8) and Art. 13(1)). If the manufacturer is outside the EU, who is the Responsible Person? It must be an operator established in the Union that actually performs the Article 16 tasks. See economic operator roles if unsure.
Fix product and packaging. Reprint or relabel so the product or packaging carries a type, batch or serial number, manufacturer details, Responsible Person details and warnings and instructions in the language of the country of sale. Added labels should not cover other mandatory information, which Art. 11(3) requires of importers.
Deal with stock. Plan relabelling or replacement of old units in FBA or in transit. Do not write 'all stock corrected' until it is.
Update Seller Central. In every affected store, make manufacturer, Responsible Person and safety information identical to the new packaging.
Only then write the reply and upload evidence.

Under Art. 22(10), traders also give the marketplace a self-certification committing to offer only compliant products. What you submit is a commitment; untrue statements cost far more than a deactivation.

Evidence pack: what each item proves

Your evidence pack should leave the reviewer nothing to guess: each file should make it obvious which ASIN, which model and which requirement it relates to. The table maps common items to their legal basis. Not every product needs every item; provide what the notification asks for.

Item	Must clearly show	Legal basis	Notes
Photo of the label on the product	Type, batch or serial number; manufacturer name or trade mark, postal and electronic address	GPSR Art. 9(5)–(6)	If size or nature rules out marking the product, the information may go on packaging or an accompanying document; photograph that instead
Photos of every side of the packaging	Responsible Person name, trade name or mark, postal and electronic address; importer details if any	Art. 16(3), Art. 4(4) of Regulation 2019/1020, Art. 11(3)	The law also allows the parcel, but that disappears once unpacked; retail packaging is safer
Manual, warnings and safety information	A language easily understood by consumers in the country of sale	Art. 9(7), Art. 11(4), Art. 19(d)	German for amazon.de, French for amazon.fr; PDFs must open directly
Screenshots of the listing	Manufacturer, Responsible Person, product picture and model, warnings	Art. 19, Art. 22(9)	Shows the online data now matches the packaging
EU declaration of conformity (DoC)	Model, applicable legislation and standards, signatory and date	Sector legislation (e.g. toys, low voltage, radio equipment); Art. 4(3)(a) of Regulation 2019/1020 makes the responsible operator verify it exists	The GPSR itself does not require a DoC; only products under such legislation have one
Test reports	Tested model matching the ASIN, standards applied, report date	Technical documentation may include test outcomes (Art. 9(2)(a))	The GPSR does not require third-party testing for every product, but sector law or Amazon's category policies may
Responsible Person mandate or contract	Manufacturer, representative's name and EU address, products covered, term	Art. 10(1)–(2) (written mandate); Arts. 4(2)(c) and 5 of Regulation 2019/1020	Only when asked; you may redact prices and commercial terms but must not alter anything else
Record of the fix	Dates, batches and quantities relabelled or repackaged; how stock was handled	No specific article; shows the correction really happened	Photos showing the new batch number help

Practical file handling:

Name files with ASIN, model and content, e.g. B0XXXXXXXX_EX-1000_safety-FR.pdf, not 'report1.pdf'.
Model, brand and manufacturer name in every document must match the listing and label exactly. If one report covers several models, say so and point to the page.
Photos should be sharp, glare-free and unedited; a multilingual manual in one PDF is fine if the store's language is in it.
For label layout see GPSR label requirements; for identifiers see batch and serial numbers; for what technical documentation contains see GPSR technical documentation.

A four-part reply structure (with example)

Amazon has not published a fixed GPSR appeal template. This neutral, factual structure works for a reply to the notification or a case with Seller Support:

Issue: ASIN, store, notification date and the specific cause you confirmed. State the facts without arguing.
Corrective action: what you changed on the product, packaging, label and listing, and from which batch or date.
Evidence: list each attachment and what it proves.
Prevention: concrete process changes, such as pre-listing GPSR checks, tracking the representative contract and re-checking before opening a new store.

The following is an example based on a fictional case: a manufacturer in China whose offer on amazon.fr was deactivated for a missing Responsible Person and missing French safety information. Replace the bracketed parts with your real details and never describe steps you have not taken.

[EXAMPLE – adapt to your real situation]

Re: ASIN B0XXXXXXXX (model EX-1000), Amazon.fr, deactivation notice of [date].

1. Issue: We confirmed that no EU Responsible Person had been submitted for this ASIN in the French store and that the packaging carried no French safety warnings.

2. Corrective action: We appointed [RP name], established in [Member State], as our authorised representative by written mandate. From batch [no.] produced on [date], the packaging shows the manufacturer, the EU Responsible Person and French warnings. Units in FBA stock were relabelled on [date]. The manufacturer, Responsible Person and safety information in the French store now match the packaging.

3. Evidence: Attachments 1–3 show all sides of the product and packaging with model, batch, manufacturer and Responsible Person. Attachment 4 is the French safety information (PDF).

4. Prevention: We now check all GPSR fields before listing new products and review the Responsible Person contract regularly.

Keep it short and back every sentence with an attachment. Do not promise what you cannot deliver, such as 'this will never happen again', and avoid 'guaranteed appeal letters' from the internet: generic text cannot describe your specific problem or fix.

Why replies get rejected

These are practical observations from seller experience, not Amazon statistics, and each one can be checked before you submit:

Reason	Why it fails	What to do
Generic text	No specific ASIN, cause or change	Use the four-part structure and attach evidence
Documents that do not match the ASIN or model	Model or brand on the test report or DoC differs from the listing, so the reviewer cannot tell it is the same product	Use documents for that model; explain coverage for family reports
Documents for another product	Wrong file uploaded in a large catalogue	Put ASIN and model in file names and check before upload
Label photo missing required fields	Batch number, electronic address or Responsible Person address not visible; blurred, glare or cropped	Re-shoot so everything required by Art. 9(5)–(6) and 16(3) is in frame
Responsible Person is not a real EU operator	Art. 16(1) requires an economic operator established in the Union that actually performs the tasks in Art. 4(3) of Regulation 2019/1020; a made-up address, a warehouse or forwarder that has not agreed to the role, or borrowed EC-REP details do not qualify	Put a written arrangement in place with a genuine EU importer or authorised representative; see the EU Responsible Person guide and authorised representative mandate
Wrong language	Only English or Chinese instructions for the French store	Provide the language of the country of sale (Art. 9(7)); see warning language rules
Listing, packaging and photos disagree	Different company name, address spelling or model	Align everything to one master data sheet, then submit
Claiming an exemption without basis	E.g. 'no warnings needed', 'not covered by the GPSR' or 'stock from before 13 December 2024'	Exemptions need evidence: Art. 9(7) only covers products usable safely without instructions; Art. 2(2) lists excluded product types; the Art. 51 transitional rule depends on whether each unit was placed on the market before that date, and the Commission guidelines say GPSR obligations apply to any offer made on or after it. Without proof, do not make the claim

After you submit: rejections and prevention

Read the rejection reason. If it names a missing item, address that item rather than rewriting everything.
Keep records and check every store. Save dates, attachments and case IDs; reinstatement in one store does not fix the others (see the recovery guide).
Safety issues are not appeal issues. If an accident, authority order or Safety Gate alert is involved, deal with the product risk first. Under Art. 22(4) a marketplace must act on an authority order within two working days at most; changing data does not reverse that.
Repeated problems add up. Art. 22(11) requires marketplaces to suspend, for a reasonable period and after a prior warning, traders that frequently offer non-compliant products. Fixing the root cause once beats a cycle of deactivation and appeal.

To prevent a repeat, build GPSR data into your listing process: confirm manufacturer and Responsible Person, prepare multilingual warnings and label photos before launch, and update packaging and every store whenever you renew or change your representative. For how labelling and responsibilities differ between FBA and merchant-fulfilled orders, see Amazon GPSR: FBA vs FBM. Not sure what you are missing? Try the three-step compliance check.

Amazon GPSR appeal evidence checklist

Screenshot the notification and list each flagged requirement and store
Confirm manufacturer and Responsible Person, and check the written mandate is still valid
Fix product, packaging and labels, and plan relabelling of FBA stock
Update manufacturer, Responsible Person and safety data in each store to match the packaging
Photograph every side of product and packaging with model, batch, manufacturer and Responsible Person visible
Prepare manuals or safety PDFs in the language of each country of sale
Provide test reports, DoC or the mandate only when asked, and check the model matches
Write the reply as issue, corrective action, evidence, prevention, with numbered attachments
Record date, content and case ID of every submission

Common mistakes

Writing the appeal before fixing the product
Describing corrections that have not happened yet, or changing Seller Central but not the packaging, does not hold up: reviewers and authorities compare the physical product with the data. Complete the fix first, then report what you actually did.
Forged, edited or borrowed documents and addresses
Changing the model on someone else's test report, entering an EU address you have no contract with or using another seller's EC-REP details is false information. It can turn a deactivation into an account and legal problem. Submit only genuine documents for that product.
One document for every ASIN
Using the same manual, photo or report for different products leaves the reviewer unable to link evidence to the listing, and such submissions are often rejected. Match evidence to each ASIN's model and explain the coverage of any family document.

Frequently asked questions

Does Amazon have an official GPSR appeal template?

We have not found a fixed GPSR appeal template published by Amazon. Follow the specific instructions in your notification and use a factual structure such as issue, corrective action, evidence and prevention.

What language should the appeal be written in?

English or the language of the store is usually the safest choice; follow any instruction in the notification or from Seller Support. Keep two things apart: the language of your reply is a communication matter, while the language of instructions and warnings is a legal requirement under GPSR Art. 9(7) and must be one consumers in the country of sale easily understand.

Does the GPSR require third-party test reports?

The GPSR requires manufacturers to carry out an internal risk analysis and draw up technical documentation (Art. 9(2)), which may include test results, but it does not require third-party testing for every product. Sector law such as toy or electrical rules, and Amazon's category policies, may ask for more; if asked, provide genuine reports for that model.

Amazon wants proof of my Responsible Person. Is an address enough?

An authorised representative must hold a written mandate from the manufacturer (Art. 10(1)) and provide a copy to market surveillance authorities on request (Art. 10(2)). If the notification asks for proof, provide the genuine mandate or contract; you may redact prices and commercial terms but must not alter anything else.

My reply has been rejected several times. Can I keep appealing?

Yes, but find the rejection reason and make a real change each time; resubmitting identical content rarely helps. Also bear in mind that under Art. 22(11) a marketplace can suspend, after a prior warning, traders that frequently offer non-compliant products.

Official sources

This guide explains Regulation (EU) 2023/988 in plain language. It is general information, not legal advice. Requirements can depend on your product, other EU laws and the member state — check the official text and, for your own case, a qualified adviser.