Product Safety and Compliance: Amazon’s New Rules for European Sellers

As the new EU General Product Safety Regulations roll out, Amazon has recently released news about its own commitment to product safety and measures it will take to ensure sellers are compliant.

What’s apparent straight off the bat is Amazon’s dedication to customer trust and compliance, with the changes putting a strong emphasis on proactive measures to ensure that products meet rigorous safety standards. 

What does this mean for Amazon sellers? Well, you’re going to need to adapt to these updates, not just to avoid potential penalties but also to build consumer confidence. At Ecommerce Intelligence, we see these changes as an opportunity for sellers to strengthen their operations and align with Amazon’s vision for a safer, more reliable marketplace. 

Let’s take a closer look at what this actually means…

Amazon’s Commitment to Product Safety

Amazon’s approach to product safety has always been pretty rigorous, but these latest updates show they’re now doubling down. The company is now employing advanced technology to stop unsafe or non-compliant products from ever reaching customers. In 2024 alone, Amazon scanned billions of changes to product detail pages to detect and address potential issues. A staggering effort when you think about it, which only further underscores their proactive stance.

For sellers, this means the bar has been raised. The days of hoping compliance issues slip through the net are long gone. Amazon’s systems are more robust than ever, and they will be checking your listings. That you can count on.

Yes, we get it. This feels like just another technology giant making us jump through more hoops. And you’d be right to think that. But while these measures might feel a little over the top, they’re also a sign of Amazon’s commitment to keeping the marketplace trusted and reliable. Which let’s face it, is a good thing.

Bottom line? If you want to stand out to your buyers, you need to embrace these changes. And why not? If you’re not doing anything you shouldn’t, it won’t be a problem, will it?

The EU Product Safety Pledge and What It Means for Sellers

Amazon’s commitment to safety isn’t just about what happens on its platform, it’s also about how it interacts with regulators. As a founding signatory of the EU Product Safety Pledge, Amazon has been leading the way for stronger collaboration between online marketplaces and authorities for some time.

Fast forward to 2024, and they’ve upped their game by signing the updated Product Safety Pledge+.

What this means is, that Amazon is agreeing to go way beyond the legal minimums by setting a standard that requires stricter oversight and faster action on safety concerns. 

Again, this might feel like more work for you, and in a way, it is. But there’s a flip side too. Prioritising compliance is your chance to shine as a seller and get in Amazon’s good books, plus buyers these days are more likely to trust your brand if they see you taking product safety seriously.

The Impact of the EU General Product Safety Regulation (GPSR)

The EU General Product Safety Regulation (GPSR) introduces a significant new requirement for sellers. You’ll now have to appoint a “Responsible Person” in Europe to oversee all product compliance. And be warned, this role isn’t just administrative. If something does go wrong, this person is the first point of contact. Amazon is flexing a little here and shows they will hold you responsible for the safety of the products you sell.

But don’t fret too much. It’s really not as bad as it sounds, and Amazon has been pretty proactive in preparing sellers for this change. You can find vast resources online which clarify the exact responsibilities and expectations of the role. It’s worth noting, however, that this regulation really does signal a shift towards stricter oversight in e-commerce in general, and sellers need to align quickly.

Customer-Focused Innovations

Amazon’s new “Your Recalls and Product Safety Alerts” page is a step forward for transparency, giving customers an easy way to check for product recalls or safety alerts on items they’ve purchased. It’s a win for buyers, but for sellers, it’s another reminder to stay on top of compliance.

If a product you sell is flagged, customers will know about it instantly. That’s great for building trust IF you’re proactive. But if you’re not, it could hurt your reputation fast. 

What do you need to do? Start by making sure your listings are both accurate AND compliant. They put a plan in place to address any recalls quickly and efficiently. In a marketplace where trust is everything, this extra layer of visibility can work in your favour. But only if you’re prepared.

Implications for Sellers and Next Steps

For sellers, these updates mean one thing: compliance is non-negotiable. Amazon’s stricter safety measures leave no room for error, and customers are more informed than ever.

But this isn’t all bad news. Sellers who prioritise compliance can build trust and stand out in Amazon’s highly competitive marketplace. So, get busy and start reviewing your listings for safety gaps and using Amazon’s resources to stay ahead. Yes, it’s a little extra work, but it’s also an opportunity to future-proof your business and strengthen your brand’s reputation.