Do I need an EU legal representative as a UK seller under the GPSR?

Yes, in most cases. The General Product Safety Regulation (GPSR) requires manufacturers without an establishment in the EU to appoint an economic operator with an EU address who acts as the contact for authorities and product recalls. For UK sellers without their own EU company, this means you must appoint an EU legal representative before listing a product — the VATAi Amazon Europe Compliance 2026 guide is clear that your compliance structure must be in place before shipping, not added afterwards. Without a named responsible party, Amazon can suspend listings or authorities can ban product sales in Germany — which is strictly enforced for electrical and toy goods.