Imagine this scenario: your carefully selected product is selling well on Amazon when suddenly, without warning, it gets delisted. The reason? "Failure to provide manufacturer, authorized representative, or importer contact information as required by ProdSG Article 6." This isn't hypothetical—it's the reality many Amazon sellers face as EU compliance regulations tighten. The culprit? The seemingly insignificant "EU Authorized Representative."
Why Is This Long-Standing Requirement Suddenly Causing Chaos?
Some might argue that the EU's Product Safety Act (ProdSG), which requires manufacturers to label products with their name and contact address (or that of an authorized representative if the manufacturer isn't based in the European Economic Area), has been in effect since 2011. So why the sudden uproar?
The real game-changer came with new regulations implemented on July 16, 2021. These rules explicitly state that any product bearing the CE mark sold in the EU must have a designated authorized representative within EU territory. This representative serves as the compliance contact, and their information must be clearly displayed on the product, packaging, or accompanying documentation. Simply having CE certification is no longer sufficient—a compliant EU representative has become the mandatory passport for legal sales in the EU market.
Damage Control: How Sellers Can Recover From Non-Compliance
Faced with unexpected listing removals, sellers shouldn't panic. Experienced sellers recommend these steps:
- Mitigate losses: Immediately remove FBA inventory to prevent further financial damage.
- Compliance correction: Work with professional service providers to prepare EU-required Declaration of Conformity (DOC) documents.
- Label improvements: Clearly display care instructions, material composition, and EU representative information on product labels. The same information should appear on product packaging for easy identification.
- Proactive appeals: Submit all relevant documentation (DOC, product label images, packaging photos) to Amazon to expedite listing restoration.
EU Compliance: A Constant Priority for Sellers
While the EU market offers tremendous potential, its compliance requirements grow increasingly stringent. For sellers targeting this market, compliance has transitioned from optional to obligatory. Before launching products, sellers should verify:
- Certifications and registrations: Confirm whether products have completed necessary certifications (like CE marking) and EPR (Extended Producer Responsibility) registration.
- Compliance markings: Check for required compliance symbols, including CE safety marks and WEEE recycling symbols for electronics in Germany.
- Documentation: Ensure products have all necessary paperwork, including declarations of conformity, usage instructions, and safety information.
- Information labeling: Verify that products clearly display manufacturer/importer names, registered trademarks, product type, batch/serial numbers, and contact addresses. When direct product marking isn't feasible, this information must appear on packaging or in product manuals.
The Broader Impact and Future of EU Compliance
The EU Authorized Representative requirement represents more than just a compliance test—it signals a fundamental shift in the cross-border e-commerce ecosystem. This policy will accelerate the elimination of non-compliant sellers while pushing the market toward greater standardization and health. Simultaneously, it will elevate the cross-border e-commerce service industry, driving development of more professional, comprehensive compliance solutions.
Looking ahead, as the EU continues prioritizing product safety and consumer protection, compliance requirements will only intensify. Sellers who proactively embrace compliance will be best positioned to thrive in this competitive market. This approach represents not just good business practice, but genuine respect for consumer rights.