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Got the “Reactivate your EU listings” email from Amazon? Here’s what it means

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If you sell on Amazon’s EU stores, you may have had an email from Amazon Services with the subject line “Reactivate your EU listings – GPSR compliance required”. This guide explains what it means, what happens if you ignore it, and how to get your listings back.

What the email looks like

Here’s a redacted mock-up of the email Amazon is sending to sellers (wording abridged):

Reactivate your EU listings – GPSR compliance required

Hello [Your business name],

Some of your listings have been deactivated from our European Union (EU) stores due to missing compliance information. This action does not affect your account health.

You can find examples of your deactivated listings at the bottom of this email and the full list on your Account Health page.

Submit compliance information

[…] If you don’t provide the information within 30 days of receiving this email, it will be destroyed at your cost. […]

Amazon Services

Mock-up for illustration only. EU Brand Support is not affiliated with Amazon.

Why Amazon has deactivated your listings

The EU General Product Safety Regulation (GPSR) has applied since 13 December 2024 to most non-food consumer products offered for sale in the EU. Amazon is now removing listings that are missing the information it requires. There are three requirements:

  1. Responsible Person information: appoint an EU-established Responsible Person for your non-food products, update your product labelling, and show their details on your listings.
  2. Manufacturer information: show the manufacturer’s contact details on your listings and on your product labelling.
  3. Warning and safety information: make sure your listings and labelling carry the required safety warnings and traceability information.

For most UK brands, the missing piece is the first one: there’s no EU-based Responsible Person.

What happens if you ignore it

Your deactivated listings stay unsellable until the information is provided. If you use Fulfilment by Amazon (FBA), you may not be able to send more stock into EU fulfilment centres, and your inventory there will be returned or disposed of. According to Amazon’s email, if you don’t provide the information within 30 days, that stock will be destroyed at your cost.

How to reactivate your listings

  1. Go to your Account Health page in Seller Central.
  2. Select “Add filters” and tick “Listing removed” in the “Filter by action taken” column.
  3. Click “Submit” next to each deactivated listing and follow the instructions.
  4. Fix any other suppressed listing issues, because these can stop a listing being reactivated even when the GPSR information is complete.

If you’ve already submitted the information and have no pending actions in the Regulatory compliance section of Account Health, you can disregard Amazon’s email.

If you don’t want to keep selling in the EU

You can delete the affected products in Manage Inventory and create a removal order for any stock held in EU fulfilment centres, so it isn’t disposed of. If all your stock is held in the UK, there’s no EU inventory at risk.

Need an EU Responsible Person?

EU Brand Support acts as the EU-based Responsible Person for UK brands, so you can complete Amazon’s compliance information and get your listings back. Not sure what applies to your products? Use our free two-minute checker.

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