GPSR requirements: what every online listing must show

What every offer must show

Article 19 of Regulation (EU) 2023/988 requires every distance-selling offer to show “clearly and visibly” at least:

(a) Manufacturer

name, registered trade name or registered trade mark, plus postal address and electronic address (e‑mail or contact form)

(b) Responsible person

only if the manufacturer is not established in the EU: name, postal and electronic address of the responsible person in the EU

(c) Product identification

a picture of the product, its type and any other product identifier, e.g. model, batch or serial number or EAN

(d) Warnings and safety information

everything that must be on the product, its packaging or the accompanying document, in a language consumers in the country of sale easily understand — for Germany, German

The duty applies to every seller who sells online, not only to the manufacturer. Under Article 22(9) GPSR, marketplaces must design their interface so you can enter this information for each product and shoppers can see it on the listing.

Who is the manufacturer for private-label goods

Under the GPSR, the manufacturer is whoever makes a product or has it designed or made and markets it under their own name or trade mark (Article 3(8)). If you sell goods made in China under your own Amazon brand, you are the manufacturer — with your company address, not the factory’s.

If you resell another company’s branded goods, enter their details as they appear on the product or packaging. If they are missing there, treat it as a red flag: without manufacturer information you may not offer the product.

Products from outside the EU

Under Article 16(1) GPSR, a product may only be placed on the market if an economic operator established in the EU is responsible for it. Article 4 of the Market Surveillance Regulation (EU) 2019/1020 says who that can be:

• the manufacturer itself, if established in the EU,
• the importer, if the manufacturer is outside the EU,
• an authorised representative with a written mandate from the manufacturer,
• a fulfilment service provider in the EU for the products it handles — but only if none of the others is established in the EU.

UK manufacturers are treated like Chinese or US ones: the UK is not an EU Member State. The responsible person’s name and contact details must also appear on the product, its packaging, the parcel or an accompanying document (Article 16(3)).

Where it goes on Amazon, eBay, Kaufland and Otto

All four marketplaces have their own fields for GPSR data. Fill them in rather than relying on the description: the fields are what the marketplace checks and shows on the listing, and missing data gets offers blocked.

Amazon

Store manufacturer and responsible person contacts under Account Health › Regulatory compliance, separately for each EU store; then assign them to the listing (in upload files and the API: gpsr_manufacturer_reference at ASIN level and dsa_responsible_party_address at SKU level). Upload warnings and safety information as an image or PDF.

eBay

In the listing form under “Produkthinweise” (product details): “Produkthersteller”, “EU Verantwortliche Person” and “Produktsicherheit” (safety information as text, image or document). Model, EAN and manufacturer part number go into the item specifics.

Kaufland

Manufacturer and EU contacts in the Seller Portal under Offer management › Manage imports, in the GPSR section; required are name, street, house number, postcode, town, country and e‑mail or website. Warnings in the attribute safety_guidelines, safety data sheet in safety_data_sheet, conformity evidence in ce_certificate.

Otto

Manufacturer details per item, not once per manufacturer: name, address and e‑mail or contact-form URL, entered in Otto’s partner interface or via the API. Without them, Otto may deactivate the item.

The menus keep changing. What counts is the current help in your seller account; the content Article 19 requires stays the same. More fields per marketplace are in the guides to Kaufland and Otto.

Common mistakes

• only a brand name, without postal and electronic address,
• the Chinese factory’s address instead of your own, although you sell under your brand,
• a non-EU manufacturer without an EU responsible person — or one whose contract has expired,
• no product identifier, so the listing cannot be matched to a recall,
• warnings shortened or translated loosely — they must match those on the product; toys have their own wording, see toy warnings online,
• “CE-geprüft” instead of real safety information — why that misleads is in “CE-geprüft” and test claims.

Check your data

The GPSR generator puts manufacturer, responsible person, identifier and warnings together into one block you can copy into the fields or the description. When Nordova writes a listing, it checks this information from your product data. The free listing check covers the wording in the listing text — it cannot see the marketplace’s GPSR fields.