GPSR and Online Marketplaces
The General Product Safety Regulation gives online marketplaces their own chapter of duties, separate from the sellers who list on them. Here is what Article 22 asks of the marketplace, what Article 19 asks of you, and how Amazon, eBay and Etsy say they put it into practice. This is a plain-English summary, not legal advice.
▶ Watch: GPSR for Amazon Sellers: What EU Stores Require and Why Listings Get Removed (2026)
Two separate sets of duties
A "provider of an online marketplace" is a provider of an intermediary service using an online interface that allows consumers to conclude distance contracts with traders for the sale of products (Article 3(14)). Its duties are in Chapter IV, Article 22.
The seller's duties sit elsewhere. Article 19 applies to any economic operator selling online or at a distance, and Articles 9 to 12 apply to manufacturers, authorised representatives, importers and distributors. The marketplace's duties do not replace yours.
The Commission's 2025 guidelines add that a marketplace selling its own-brand products is treated as the manufacturer for those products, even if it did not make them.
What Article 19 requires in your listing
The offer must show this "clearly and visibly". It applies whether you sell on a marketplace or on your own website.
- The manufacturer's name, registered trade name or registered trade mark, and the postal and electronic address at which they can be contacted (Article 19(a)).
- Where the manufacturer is not established in the EU, the name, postal and electronic address of the Responsible Person (Article 19(b)).
- Information identifying the product, including a picture of it, its type and any other product identifier (Article 19(c)).
- Any warning or safety information that goes on the product, its packaging or an accompanying document, in a language consumers in the country of sale can easily understand (Article 19(d)).
Want this done for you? The $24 Listing Information Pack formats your details for Amazon, Etsy, eBay and Shopify. Or use the free label generator on this site to produce the label text yourself.
What Article 22 requires of the marketplace
The Commission's guidelines mark the listing-interface duty, the suspension duty and the use of the Safety Gate Portal for random checks as applying only to medium or large marketplaces, or small ones designated as very large online platforms under the Digital Services Act.
- Register with the Safety Gate Portal and give its single contact point for market surveillance authorities there, plus a single contact point for consumers (Article 22(1) and (2)). This registration is the marketplace's job, not the seller's.
- Design its interface so traders can provide the Article 19 information for each product, and display it or make it easily accessible on the listing (Article 22(9)).
- Have mechanisms for traders to provide that information and a self-certification committing to offer only products that comply with the regulation (Article 22(10)).
- Act on an authority's order to remove or disable a dangerous product offer, or display a warning, within two working days (Article 22(4)), and process product safety notices from anyone within three working days (Article 22(8)).
- Suspend, for a reasonable period and after a prior warning, traders that frequently offer non-compliant products (Article 22(11)).
Cooperation: recalls, accidents and removals
For sellers, this means the marketplace can reach your buyers during a recall, and may contact you about accidents it learns of. Your own duties to notify and to recall still apply.
- In a recall, the marketplace directly notifies all affected consumers who bought the product through it, and publishes recall information on its interface (Article 22(12)(a)).
- It tells the relevant economic operator when it removes or disables access to an offer of a dangerous product (Article 22(12)(b)).
- It passes information about accidents or safety issues to the traders who offered the product, and notifies serious accidents it is told about through the Safety Business Gateway, informing the manufacturer (Article 22(12)(e)).
- It cooperates with authorities and economic operators on recalls and on tracing the supply chain of dangerous products (Article 22(12)(c) and (h)).
Amazon
- Amazon's announcement to sellers on its Seller Forums (posted by News_Amazon) lists what it expects: an EU Responsible Person; the Responsible Person's, manufacturer's and (where applicable) importer's contact details on the product; a type, batch or serial number; safety information in the language of the country of sale; and the Responsible Person, manufacturer, a product picture and warnings shown in the online listing.
- Amazon's Selling Partner API changelog (18 November 2024) says sellers can check their Account Health page for the brands and offers that must be compliant with Amazon's GPSR policy, and that manufacturer and EU Responsible Person contact details are first entered in Seller Central or Vendor Central.
- The same page lists the listing attributes: a manufacturer email reference (ASIN level), a responsible party reference (SKU level), a GPSR safety attestation flag, and compliance documents such as safety information, instructions for use and user manuals, each with a language code. It names the Spain, France, Belgium, Netherlands, Germany, Italy, Sweden and Poland stores.
eBay
- eBay's Seller Centre says all business sellers listing items for sale in the EU and Northern Ireland must include the manufacturer's name and contact information, an EU-based Responsible Person where the manufacturer is not in the EU or Northern Ireland, product information such as model number, pictures and type, and warnings and safety information in the local language.
- eBay says listings without the information may not be visible or purchasable to buyers in the EU and Northern Ireland, and that visibility returns once it is provided.
- The manufacturer and Responsible Person go in the listing's Item disclosures section (Product manufacturer, then + Add EU responsible person), or in bulk via Bulk edit, then Item disclosures. You can add up to five EU responsible persons.
- For safety information, eBay allows up to 4 pictograms and/or up to 8 statements, 120 characters of additional information, and up to 10 product documents per listing in .pdf, .jpg or .png format.
Etsy
- Etsy's Help Center tells traders selling into EEA states and Northern Ireland to add an economic operator to their account and/or update the Manufacturers field in the listing form, and to add applicable information to the Product safety info field.
- The economic operator is added under Shop Manager, then Settings, then Partners you work with, then Add economic operator. Etsy says this cannot be done in the Etsy Seller App.
- Etsy's Seller Handbook says that if it receives a notification from an authority that a product is non-compliant, it will take appropriate action, which may include removing the listing and/or suspending the account.
- Etsy offers a shop-level opt-out under Shop Manager, Settings, Options, "Choose how you sell to GPSR states". Buyers in EEA states and Northern Ireland then cannot buy from the shop.
Common questions
Do I have to register with the Safety Gate Portal as a seller?
Article 22(1) places the Safety Gate Portal registration duty on providers of online marketplaces, not on sellers. Sellers use the Safety Business Gateway when they need to notify a dangerous product or an accident.
What must my marketplace listing show under GPSR?
The manufacturer's name and postal and electronic address; the Responsible Person's details where the manufacturer is outside the EU; product identification including a picture and type; and any warnings or safety information in the language of the country of sale (Article 19).
How fast must a marketplace remove a dangerous product?
Within two working days of receiving an authority's order (Article 22(4)). Product safety notices from anyone else must be processed within three working days (Article 22(8)).
Can a marketplace suspend my account under GPSR?
Article 22(11) requires marketplaces to suspend, for a reasonable period and after a prior warning, traders that frequently offer non-compliant products. Etsy says it may remove listings and/or suspend accounts when an authority tells it a product is non-compliant.
Does filling in the marketplace fields make me compliant?
It covers the listing information in Article 19. The duties for the product itself, such as the risk analysis, technical documentation and on-product labelling for manufacturers, still apply separately.
Sources
General information, not legal advice. Platform screens and guidance change, so check the source pages above. Instilus is not a Responsible Person and is not affiliated with any marketplace named here.
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