EU Responsible Person: The Complete Guide to Appointing Your EURP and Selling Legally Across 27 EU Countries

Every product sold into the European Union requires a named EU Responsible Person with a registered address inside the EU. This is not guidance. It is law. And for the thousands of Amazon sellers, Shopify store owners, and direct-to-consumer brands attempting to access the EU's 450 million consumers, this single compliance requirement is the barrier that stalls expansion, triggers listing removals, and generates customs seizures without warning.

This guide covers what an EU Responsible Person is, what EU law actually requires, who needs one, and how Eldris delivers your EURP appointment certificate in under one hour for a one-time fee of £195 per country.

What Is an EU Responsible Person?

An EU Responsible Person is a legal entity or natural person based within the European Union who acts as the regulatory point of contact for a product sold within EU member states. Their role is to ensure that a product meets applicable EU safety and compliance regulations, and to liaise with market surveillance authorities and customs officials when required.

The specific obligations depend on the product type. For cosmetics, the EU Responsible Person is mandated under Regulation (EC) No 1223/2009. For general consumer products carrying CE marking, the requirement falls under Regulation (EU) 2019/1020, commonly known as the Market Surveillance Regulation. In both cases, the core function is the same: a named entity inside the EU that authorities can contact regarding the safety and compliance of your products.

Why Amazon Sellers Cannot Ignore This Requirement

Amazon has been progressively enforcing EU Responsible Person requirements across its European marketplaces. Sellers who do not display a valid EU-based contact on their listings risk suppression across Amazon.de, Amazon.fr, Amazon.it, Amazon.es, Amazon.nl, Amazon.pl, Amazon.se, and Amazon.be — simultaneously. There is no staged rollout. When enforcement hits your account, every non-compliant ASIN goes dark at the same time.

The financial impact is immediate. Sellers running PPC campaigns into EU marketplaces see ad spend consumed with zero attributed sales once listings are suppressed. Inventory sitting in FBA fulfilment centres across Europe becomes stranded. Buy Box positioning, review velocity, and organic ranking — built over months or years — reset to zero. Reinstating suppressed listings requires proof of EURP appointment, which under traditional routes can take weeks to arrange.

This is the problem Eldris was built to solve. Not next quarter. Not after a consultation. Today.

The Two Regulatory Frameworks You Need to Understand

Cosmetics — Regulation 1223/2009

If you sell skincare, haircare, fragrance, makeup, or any product classified as a cosmetic under EU law, you must have a named Responsible Person with an EU address printed on your product packaging. That Responsible Person must be able to present the Product Information File (PIF) and confirm that the Cosmetic Product Notification Portal (CPNP) filing has been completed upon request from authorities.

Eldris acts as your EU Responsible Person under this regulation. You maintain ownership of your PIF and CPNP notification — Eldris does not produce or manage those documents. Your laboratory or regulatory consultant handles that. Eldris stands as the named EU contact that regulators require, and responds to authority queries on your behalf.

General Consumer Products — EU 2019/1020

For CE-marked goods and general consumer products, EU 2019/1020 requires that an EU-based economic operator is identified on the product or its packaging. This operator must hold or have access to the Declaration of Conformity and relevant technical documentation, and must cooperate with market surveillance authorities when contacted.

Eldris serves as that EU-based economic operator. We provide the registered EU address for your packaging and listings, hold or access your technical documentation, and liaise directly with customs and market surveillance so your goods move through EU borders without friction.

What Does an EURP Appointment Through Eldris Actually Include?

When you appoint Eldris as your EU Responsible Person, you receive a registered EU address for product packaging and marketplace listings provided by EldrisAi OÜ in Tallinn, Estonia. Your official EU Responsible Person appointment certificate is generated within one hour of completing the onboarding process. You get a centralised dashboard where you manage all SKUs, update product details, and regenerate certificates at no additional cost. Authority liaison is included — Eldris handles initial responses to market surveillance and customs enquiries using template documentation and logged proofs.

Eldris does not upsell you into PIF management, CPNP filing, technical file creation, or laboratory testing. We are your EU contact — not a document factory, not a consultancy, and not a law firm.

How the Eldris Appointment Process Works

The process has three steps. First, you submit your product names, SKU identifiers, and product descriptions through the Eldris portal. The interface is guided and designed for sellers, not solicitors. Second, Eldris generates your official EU Responsible Person certificate. Typical turnaround is under 60 minutes. Third, you manage everything from a centralised dashboard — adding SKUs, updating details, and downloading documentation whenever needed.

Average setup time across all Eldris clients is 47 minutes from portal login to certificate in hand.

Pricing

Eldris charges a one-time onboarding fee of £195 per country, paid once, for life. This is not an annual fee. Monthly pricing is based on SKU count: up to 20 SKUs costs £19.95 per month, up to 50 SKUs is £39.95 per month, up to 250 SKUs is £99.95 per month, up to 500 SKUs is £149.95 per month, up to 1,000 SKUs is £199.95 per month, and up to 2,000 SKUs is £249.95 per month with unlimited compliance coverage. A monthly base fee of £9.95 applies. Multiple brands operate under one country appointment with no per-brand surcharges.

The Cost of Doing Nothing

Sellers who delay EURP appointment are not saving money. They are accumulating risk. Every day without a named EU Responsible Person is a day where Amazon can suppress listings, customs can hold shipments, and market surveillance authorities can initiate investigations. The cost of a single listing suppression event — factoring in lost sales, wasted PPC spend, stranded inventory, and ranking recovery — dwarfs the £195 one-time onboarding fee by orders of magnitude.

Eldris exists because EU compliance should not require a law firm, a three-week timeline, or a retainer agreement. It should take under an hour, cost a fixed amount, and be managed from a dashboard you control.