Skip to Content

Everything you need to sell on Amazon EU


You have the products and the account. What is still missing is the
paperwork Amazon now checks before your listings go live, and keeps
checking after. Here is the full picture: what applies to you, what it
costs, and how long it takes.



Book a free 30-minute check See what applies to me

Deadline: 12 August

From this date Amazon verifies packaging EPR registration in every EU country you sell or store in, not just Germany and France. Each country needs its own registration number. Missing numbers mean deactivated listings and fines of up to 100,000 EUR.


Check my EPR status

Does this apply to you?

Six things Amazon and EU law expect from a non-EU seller. Most sellers need four or five of them. 
Tick what you already have.

  1. An EU Responsible Person, named on your listings and packaging. Read more

  2. A technical file per product, with test reports. Read more

  3. Compliant labelling, including a label image uploaded to Seller Central. Read more

  4. EPR registration numbers for packaging, per EU country. Read more

  5. WEEE or battery registration, if your products are electrical. Read more

  6. VAT registration in the countries where you store or exceed thresholds. Read more

1. EU Responsible Person


What it is
GPSR (Regulation (EU) 2023/988) requires every consumer product on the
EU market to have a named economic operator established in the EU. For
a seller based outside the EU, that is an EU Authorised Representative,
also called the EU Responsible Person. Their name and address appear in
the Compliance Information section of your Amazon listing and on your
product or packaging.

Does it apply to you
Yes, if your company is registered outside the EU and you sell physical
non-food consumer products to EU customers. FBA or FBM makes no
difference. One SKU or ten thousand makes no difference.

What it costs
150 EUR per year with us, covering unlimited SKUs under one mandate and
all 27 member states.

How long it takes
Same-day setup is possible if your documentation is ready.

EU Authorised Representative GPSR Read more ​


2. Technical documentation


What it is
A file per product containing your specifications, a risk assessment,
test reports against the relevant EN standards, and where applicable an
EU Declaration of Conformity. You do not submit it anywhere, but you
must produce it within days when an authority or Amazon asks.

Does it apply to you
Yes, for every product you sell. The depth depends on the product: a toy
needs EN 71 testing, an electrical item needs EN 60335 or the RoHS, LVD
and RED set, textiles need REACH Annex XVII checks.

The common trap
Your factory says the product is certified and sends a report that looks
professional. Two things go wrong regularly: the testing laboratory is
not accredited, or the report covers a different model than the one you
are ordering. Both are worthless in an audit.

What it costs
Technical file service from us, or independent testing at 250 to 800 EUR
per SKU if documentation is missing entirely.

3. Labelling


What it is
Your product or packaging must carry product identification, manufacturer
details, your EU Responsible Person contact, a traceability code such as
a batch or serial number, and any safety warnings in the language of the
country you sell to. Amazon additionally asks you to upload an image of
the label showing those warnings.

Does it apply to you
Yes. And this is where most blocked listings start.

What we see in practice
Missing EU Responsible Person on the label, warnings in English only
while selling into France or Germany, no traceability code, or simply no
label image uploaded in Seller Central.

What it costs
80 EUR for a full review of your label and packaging artwork before you
print or list.


4. EPR registration, packaging


What it is
Extended Producer Responsibility makes you financially responsible for
the collection and recycling of the packaging you put on the market. You
register with the EPR scheme in each country, receive a registration
number, and enter that number in Seller Central.

What changes on 12 August 2026
Until now Amazon verified EPR mainly for Germany and France. From 12
August 2026 it verifies registration in every EU country where you sell
or store stock. Each country has its own scheme and its own number.
This is a hard enforcement date, not a phased rollout.

Does it apply to you
Yes, if you ship packaged goods to EU customers. Using Amazon FBA with
Pan-European fulfilment means your stock can sit in several countries,
and each of those counts.

What happens if you miss it
Listing deactivation in the countries where the number is missing, and
fines that can reach 100,000 EUR depending on the member state.


5. WEEE and batteries


What it is
A separate EPR stream for electrical and electronic equipment and for
batteries. Same principle as packaging: register per country, get a
number, enter it in Seller Central.

Does it apply to you
Only if your products are electrical, contain batteries, or ship with
batteries included. If you sell textiles or homeware, skip this one.


6. VAT registration


What it is
You need a VAT number in each country where you hold stock, and in
countries where your distance sales exceed the threshold. With Amazon
Pan-European FBA your stock moves between fulfilment centres, which
triggers registration in each of those countries.

Does it apply to you
If you use Pan-European FBA, almost certainly in several countries. If
you ship from outside the EU to one country only, possibly just one.

What it costs
Per country. We handle the Netherlands, Germany, France, Italy and
Belgium and other countries.

Also needed
An EORI number, if you import goods into the EU yourself.


In what order, and how long does it take?

Step

What

Lead time

1

EU Responsible Person appointed

Same day possible

2

Label reviewed and corrected

2 to 5 working days

3

Technical file checked or built

1 to 3 weeks, depending on what exists

4

EPR registrations per country

1 to 4 weeks per country

5

VAT registrations where needed

2 to 8 weeks, varies per country

6

Details entered in Seller Central

Same day, once numbers are in

Step 1 unblocks the most, fastest. Steps 4 and 5 have the longest lead times, so start those early even if the rest is not ready.

Listings

What happens if you skip this

Amazon does not send a warning letter and wait. In practice you see one of these:

 Listings deactivated in the countries where information is missing

Payouts withheld until compliance data is supplied

Account-level restrictions if the issue repeats

Fines from national authorities, separate from anything Amazon does

None of these are difficult to avoid. They are administrative problems with administrative solutions. They only become expensive when you deal with them after the listing is already down.

Why sellers use us for this 

 
We act as EU Authorised Representative for 200+ non-EU brands, and we have been sourcing from Asia for EU clients since 2019. That combination matters: we see the compliance side and the supply chain side, so we can tell you whether your factory documentation will hold up before you order.

One mandate, all 27 member states, unlimited SKUs, 150 EUR per year.

No per-SKU surcharges and no extra fees when an authority asks a question.

12+
Years experience

200+
Brands represented

300+
Suppliers

Frequently Asked Questions 

Here are some common questions about this service.

Most sellers need four or five. Electrical products add WEEE. Whether you need VAT registrations depends on where your stock sits. The EU Responsible Person and the labelling apply to everyone selling physical consumer goods.

Amazon offers some support, but the legal responsibility stays with you. Amazon Pay on Behalf for EPR is being phased out for the countries where PPWR applies, which is why sellers now need their own registration numbers.

Check which field Seller Central flags. Most blocks come down to a missing EU Responsible Person, a missing EPR number, or a missing label image. Those are all fixable within days.

Considerably. One EPR registration, one VAT position, and the same EU Responsible Person requirement. The complexity comes from Pan-European FBA, not from selling in the EU as such.

The EU Responsible Person can be in place the same day. Labelling within a week. EPR and VAT depend on national authorities and take weeks, which is why we start those first.

Our service includes the use of our EU company name and address, storage of your technical documentation, and handling communication with EU authorities. You also receive proof of appointment.

Book a free 30-minute check.

Tell us what you sell and where, and we
will tell you exactly which of these six you need and which you can
skip. No obligation, and we will say so if you do not need us.


 Book a free check  ​Order EU Authorised Representative (€150/year)