What is an EU Authorized Representative (EU AR)?

An EU Authorized Representative (EU AR) is a legally designated entity based in the European Union that acts on behalf of a non-EU manufacturer or seller. Under the General Product Safety Regulation (GPSR), every non-EU seller of physical products must have an EU AR whose name and contact details appear on product labels and marketplace listings such as Amazon, Etsy, and Shopify.

Do Amazon sellers need an EU Authorized Representative?

Yes. Amazon requires all non-EU sellers to provide EU Responsible Person (EU Authorized Representative) details for products sold on EU marketplaces including Amazon.de, Amazon.fr, Amazon.it, Amazon.es, and others. Failure to comply results in listing deactivation. This requirement is mandatory under GPSR (EU 2023/988), effective December 13, 2024.

What is a Digital Product Passport (DPP)?

A Digital Product Passport (DPP) is a digital record containing information about a product's materials, components, repairability, sustainability data, and certifications. Under EU Regulation 2024/1781 (ESPR — Ecodesign for Sustainable Products Regulation), DPPs will be mandatory for batteries from February 2027, and for textiles, electronics, and other categories in subsequent years.

What is GPSR and when did it come into effect?

GPSR stands for General Product Safety Regulation (EU 2023/988). It replaced the older General Product Safety Directive and came into full effect on December 13, 2024. It applies to all physical consumer products sold in the EU, including products sold through online marketplaces by non-EU sellers.

When is the battery passport mandatory in the EU?

Battery passports become mandatory in the EU from February 18, 2027, under EU Battery Regulation 2023/1542. All industrial batteries, EV batteries, and LMT batteries above 2 kWh placed on the EU market must have a Digital Product Passport (DPP) accessible via a QR code.

Do Etsy sellers need an EU Authorized Representative?

Yes. Non-EU Etsy sellers who ship physical products to EU buyers are subject to GPSR and must designate an EU Authorized Representative (EU Responsible Person). This applies to all product categories covered by GPSR, including handmade goods, toys, electronics, cosmetics, and clothing accessories.

What is the difference between a GPSR Responsible Person and an EU Authorized Representative?

A GPSR Responsible Person under Regulation (EU) 2023/988 and an EU Authorised Representative are distinct legal concepts. Under GPSR, the applicable role is the Responsible Person. Some marketplaces may use different terminology in their interfaces, but this does not make the legal roles equivalent.

What is an EU Authorized Representative?

An EU Authorized Representative (EU AR, also called EC REP or EU Representative) is a natural or legal person established in the European Union who is designated in writing by a non-EU manufacturer to act on their behalf under EU product regulations. The EU AR serves as the official contact point for EU market surveillance authorities, holds technical documentation, and ensures the manufacturer's obligations under applicable EU law are met. AuraDPP (LIMASE s.r.o., Bratislava, Slovakia) provides EU AR services from €99/month.

Does a non-EU company need an EU Authorized Representative?

Under GPSR Article 9, non-EU sellers who do not have an EU-established importer or fulfilment service provider in their supply chain are required to appoint an EU Authorized Representative before placing products on the EU market. Non-EU sellers who already have an EU-established importer or FSP that has agreed in writing to act as Responsible Person may not need to separately appoint an EU AR. Most non-EU sellers on Amazon, Etsy, and Shopify ship directly to EU consumers without an EU intermediary and therefore need an EU AR.

How much does an EU Authorized Representative service cost?

AuraDPP offers EU Authorized Representative services from €99/month (Starter plan, up to 50 SKUs, low-risk products), €149/month (Growth plan, up to 200 SKUs, medium-risk products), and €249/month (Scale plan, unlimited SKUs, all risk categories). Enterprise plans are available for agencies and high-volume sellers. All plans are billed monthly in EUR with no long-term contract.

Who needs an EU Authorized Representative?

Non-EU manufacturers and sellers placing physical consumer products on the EU market who do not have an EU-established importer or fulfilment service provider in their supply chain need an EU Authorized Representative. This includes sellers on Amazon EU, Etsy, Shopify, eBay, Zalando, and all other platforms shipping to EU consumers from outside the EU.

What does an EU Authorized Representative do?

An EU Authorized Representative acts as the legal contact point for EU market surveillance authorities. They maintain technical documentation, handle Safety Gate incident reporting, and ensure the manufacturer's address appears on the product label. AuraDPP provides this service for non-EU sellers.

How quickly can I get an EU Authorized Representative?

AuraDPP targets setup of your EU Authorized Representative mandate within 24 hours of receiving complete documentation. After submitting your request and completing the mandate agreement, you receive your official EU AR documentation for Amazon, Etsy, and other platforms.

Do I need a separate EU Authorized Representative for each product?

No. One EU Authorized Representative mandate from AuraDPP covers all your products. You do not need a separate EU AR for each product, product category, or marketplace. A single AuraDPP mandate covers all products you sell on Amazon, Etsy, Shopify, eBay, and other EU marketplaces.

Do I need a separate EU AR for each EU country?

No. One EU Authorized Representative covers all 27 EU member states. AuraDPP's registered address in Slovakia satisfies the EU AR requirement for all EU countries simultaneously. You do not need separate representatives for Germany, France, Italy, or any other EU country.

EU Authorised Representative Service — EU AR & EC REP for Non-EU Sellers | AuraDPP

From €99/month · No setup fee · Cancel anytime · fast activation. AuraDPP (LIMASE s.r.o., Bratislava, Slovakia) provides official EU Authorised Representative (EU AR), EC REP, and GPSR Responsible Person services for non-EU manufacturers and sellers placing physical products on the European Union market. Our service covers the GPSR Responsible Person obligation under Regulation (EU) 2023/988, the EU AR role under ESPR (EU) 2024/1781, and equivalent authorised representative requirements under PPWR, WEEE, and the Cosmetics Regulation. One mandate. All EU regulations. All 27 EU member states. Accepted by Amazon EU, Etsy, Shopify, eBay, Zalando, and all major EU marketplaces.

What Is an EU Authorised Representative?

An EU Authorised Representative (EU AR, also referred to as EC REP, EU Representative, or EU Rep) is a natural or legal person established in the European Union who is designated in writing by a non-EU manufacturer to act on their behalf in relation to specified tasks under EU product regulations. The EU AR serves as the official point of contact for EU market surveillance authorities, holds technical documentation, and ensures that the manufacturer’s obligations under applicable EU law are met.

The term “EU Authorised Representative” appears across multiple EU product regulations: GPSR (EU) 2023/988 uses “Responsible Person” for the same functional role; ESPR (EU) 2024/1781 uses “Authorised Representative”; the Cosmetics Regulation (EC) 1223/2009 uses “Responsible Person”; PPWR uses “Authorised Representative”; and WEEE Directive 2012/19/EU uses “Authorised Representative”. AuraDPP covers all of these designations under a single mandate agreement.

The EU AR must be established in an EU member state — not in Norway, Switzerland, the UK, or any other non-EU country. AuraDPP is registered in Bratislava, Slovakia, which is an EU member state, and our address is valid for all 27 EU countries simultaneously.

Shipment Blocked or Customs Clearance Rejected? Act Within 24 Hours.

If your shipment has been blocked at EU customs because of a missing EU Authorized Representative, or if customs clearance was rejected due to no EU AR on file, AuraDPP can issue your official EU AR appointment letter within 24 hours of receiving complete documentation. This documentation is accepted by EU customs authorities, Amazon Seller Central, Etsy, and all EU marketplace platforms. Do not let your goods remain blocked — contact AuraDPP immediately.

Who Needs an EU Authorised Representative?

Under GPSR (EU 2023/988, Article 9), every non-EU manufacturer or seller placing physical products on the EU market must ensure that an EU-established Responsible Person exists for their products. For most non-EU sellers who sell directly to EU consumers — without an EU-established importer or fulfillment partner — this means appointing a dedicated EU Authorized Representative. This applies to sellers on Amazon EU (amazon.de, amazon.fr, amazon.it, amazon.es, amazon.nl), Etsy, Shopify, eBay, WooCommerce, and all other platforms. The requirement has been in force since December 13, 2024. Non-compliance may result in listing deactivation, customs seizure, and fines up to €500,000 depending on the EU member state.

Who Does NOT Need a Separately Appointed EU Authorised Representative?

Under GPSR Article 9, a separately appointed EU AR is not required if an EU-established economic operator already takes responsibility for the product. Specifically, you may not need a separately appointed EU AR if:

You have an EU-established importer: A company established in the EU that imports your products and places them on the EU market on your behalf. The importer then acts as the Responsible Person.
You use an EU-established fulfillment service provider (FSP): An EU-established FSP that has agreed in writing to take on the Responsible Person obligations for your products (for example, certain Amazon FBA arrangements where Amazon EU acts as importer).
You are established in the EU yourself: If your company has a registered address in an EU member state, you are already an EU-established economic operator.

Important: If you sell directly to EU consumers from outside the EU without any of the above intermediaries — which is the case for the majority of non-EU sellers on Amazon, Etsy, and Shopify — you must appoint a dedicated EU Authorized Representative such as AuraDPP.

What Happens If You Have No EU AR or Other Qualifying Responsible Person?

If a non-EU seller places products on the EU market without any EU-established Responsible Person (no importer, no FSP, no appointed EU AR), the consequences under GPSR include: Amazon listing deactivation (Amazon began enforcing this in December 2024); Etsy and other marketplace listing removal; EU customs seizure of shipments; market withdrawal orders from EU national authorities; and fines of up to €500,000 depending on the EU member state. The absence of a Responsible Person is one of the most common reasons for Amazon EU listing deactivation for non-EU sellers.

EU AR vs GPSR Responsible Person vs EC REP: What Is the Difference?

The terms “EU Authorised Representative” (EU AR), “EC REP”, and “GPSR Responsible Person” describe the same functional role — an EU-established entity that acts on behalf of a non-EU manufacturer — but they appear in different EU regulations and carry slightly different formal definitions.

Under GPSR (EU) 2023/988, the role is called “Responsible Person” (Article 4(22)) and can be fulfilled by an importer, a fulfilment service provider, or a specifically appointed EU AR. Under ESPR (EU) 2024/1781, the role is called “Authorised Representative” and must be specifically appointed by the non-EU manufacturer. Under sector-specific regulations (MDR, IVDR, Machinery Regulation), the role is called “Authorised Representative” and carries additional obligations specific to those regulated product categories.

AuraDPP covers the GPSR Responsible Person role and the ESPR Authorised Representative role under a single mandate. For a detailed comparison of all terms and their legal implications, see our guide: EU Authorized Representative vs GPSR Responsible Person — Complete Comparison. For definitions of all EU AR-related terms, see the EU AR Glossary.

What Does the EU AR Service Include?

AuraDPP's EU Authorised Representative service includes: (1) official mandate agreement naming LIMASE s.r.o. as your EU AR; (2) registered EU address for product labelling and marketplace listings; (3) handling of EU market surveillance authority communications; (4) Safety Gate incident reporting; (5) technical documentation retention for 10 years; (6) Digital Product Passport creation included in Growth plan.

How It Works: Three-Step Onboarding

Getting your EU Authorised Representative mandate from AuraDPP takes less than 24 hours:

Submit your request: Select your plan on the pricing page, provide your company details, product categories, and approximate SKU count.
Sign the mandate agreement: AuraDPP sends you a formal EU AR mandate agreement. You sign and return it. This document names LIMASE s.r.o. as your official EU Authorised Representative.
Receive your documentation: AuraDPP provides your official EU AR documentation — including the address and contact details for Amazon Seller Central, Etsy, and other platforms — within 24 hours of receiving the signed mandate.

There is no complex technical setup. No EU company registration required. No legal expertise needed on your side. AuraDPP handles the regulatory obligations; you focus on selling.

EU AR Service Pricing

Starter Plan: €99/month — for low-risk products (textiles, furniture, stationery, general goods). Growth Plan: €149/month — for medium-risk products (electronics, toys, sports equipment, tools). Scale Plan: €249/month — for high-risk products (cosmetics, jewellery, chemicals, food-contact materials). Enterprise plans available for agencies and high-volume sellers.

Common Non-EU Seller Scenarios

Chinese seller on Amazon EU: A manufacturer in Shenzhen selling electronics on Amazon.de, Amazon.fr, and Amazon.it has no EU-established importer. They are required to appoint an EU AR under GPSR Article 9. AuraDPP provides the mandate and Amazon-ready documentation within 24 hours of receiving complete documentation. See also: EU AR Service for Chinese Sellers (中文).

Turkish apparel brand on Zalando: A clothing manufacturer in Istanbul selling on Zalando.de ships directly from Turkey to German consumers. Without an EU importer or FSP, they need an EU AR. AuraDPP’s Starter plan covers textiles from €99/month. See also: EU Compliance for Turkish Sellers (Türkçe).

US Shopify seller shipping to EU: A US-based consumer goods brand with a Shopify store ships orders to France, Germany, and Spain. Their EU customers are end consumers — there is no EU importer in the chain. An EU AR is required under GPSR. AuraDPP covers all EU countries under one mandate. See also: EU Compliance for US Sellers and Digital Product Passport for Shopify Sellers.

Korean beauty brand on Etsy: A K-beauty seller on Etsy ships cosmetics to EU buyers. Cosmetics require a Responsible Person under the Cosmetics Regulation (EC) 1223/2009 in addition to GPSR. AuraDPP’s Scale plan covers cosmetics and all other high-risk categories.

Amazon and E-Commerce Context

Amazon began enforcing GPSR Responsible Person requirements across all EU marketplaces in December 2024. Sellers without a valid EU Responsible Person address on their listings face listing deactivation. Amazon requires the Responsible Person’s name, address, email, and phone number on every product detail page. AuraDPP provides all required information within 24 hours of signup.

If your Amazon EU listings have already been deactivated due to a missing GPSR Responsible Person, see our guide: How to Reactivate Amazon Listings Deactivated for GPSR. If you sell on Shopify and need to understand DPP requirements in addition to EU AR, see: Digital Product Passport for Shopify Sellers. For a full comparison of EU compliance services, see: EU Compliance Service Comparison.

Frequently Asked Questions

How quickly can I get an EU Authorised Representative?: AuraDPP sets up your EU AR mandate within 24 hours of receiving your request and completed mandate agreement. You receive official documentation for Amazon Seller Central, Etsy, and other platforms immediately.
Does the EU AR address appear on my Amazon listing?: Yes. AuraDPP's registered EU address (Bratislava, Slovakia) appears on your Amazon product listing, product packaging, and any other required documentation as your official EU Responsible Person address.
What is the difference between EU AR and GPSR Responsible Person?: They are the same role with different names. Under GPSR, the role is called "Responsible Person". Under ESPR and other EU regulations, it is called "EU Authorised Representative" or "EU AR". AuraDPP covers both designations under a single mandate. For a detailed comparison of all terms, see our guide: EU Authorized Representative vs EC REP — What Is the Difference?
Do I need a separate EU Authorized Representative for each product?: No. One EU Authorized Representative mandate from AuraDPP covers all your products. You do not need a separate EU AR for each product, product category, or marketplace. A single AuraDPP mandate covers all products you sell on Amazon, Etsy, Shopify, eBay, and other EU marketplaces. For regulated product categories (PPE, medical devices, machinery), a Growth plan mandate is required but still covers all products within that category.
Do I need a separate EU AR for each EU country?: No. One EU Authorized Representative covers all 27 EU member states. AuraDPP’s registered address in Slovakia (an EU member state) satisfies the EU AR requirement for all EU countries simultaneously. You do not need separate representatives for Germany, France, Italy, or any other EU country.