The European market is implementing increasingly stringent product compliance requirements, compelling cross-border e-commerce sellers to closely monitor policy changes and adjust their business strategies accordingly. For sellers operating on Amazon's European marketplace, particular attention must be paid to upcoming regulatory deadlines.
Starting June 2025, significant updates to the EU Energy Labelling Regulation (EEL) and Radio Equipment Directive (RED) will take effect, directly impacting the sale of electronic products including smartphones and tablets. Non-compliant products risk removal from marketplaces, potentially causing substantial business disruptions.
EEL Regulation: Stricter Energy Efficiency Standards for Mobile Devices
The Energy-related Products Labelling (EEL) regulation mandates standardized energy efficiency labels to provide consumers with clear, comparable information about product energy consumption. This initiative aims to promote energy-saving products and reduce overall energy consumption.
Historically covering large household appliances like televisions, washing machines, and refrigerators, the EEL regulation will expand significantly on June 20, 2025, to include smartphones (including basic phones), cordless phones, tablets, and other portable devices with displays.
Important Note: The EU and UK maintain separate energy labelling systems. Sellers operating in both markets must complete separate registrations to ensure compliance in each jurisdiction.
EEL Compliance Guide: Three-Step Process
To ensure products meet EEL requirements, sellers must follow these steps:
- Energy Efficiency Testing: Products must undergo testing at EU-accredited laboratories, evaluating factors like battery life, charging efficiency, and standby power consumption. Test results generate the official energy efficiency report required for registration.
- EPREL Database Registration: Manufacturers must register products in the EU's EPREL database, providing test reports, product manuals, and circuit diagrams. Non-EU businesses require an EU-authorized representative for submission.
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Amazon Seller Central Updates:
Sellers must upload three key documents to Amazon's compliance portal:
- Energy label images (in local language)
- Product information sheets with energy consumption details
- Completed product attribute fields including energy class and consumption values
RED Directive: Unified Charging Standards and Environmental Requirements
The Radio Equipment Directive (RED) governs all radio wave-emitting devices, introducing requirements for standardized charging ports, environmental considerations, and improved consumer information. These changes aim to enhance user experience, reduce electronic waste, and support sustainability goals.
The RED directive implementation occurs in two phases:
- December 28, 2024: Applies to phones, tablets, digital cameras, headphones, handheld game consoles, portable speakers, e-readers, keyboards, mice, and portable navigation systems
- April 28, 2026: Extends to laptops
Key RED Compliance Requirements
Beginning December 28, 2024, sellers must address three critical aspects of the RED directive:
- USB Type-C Charging Port: All wireless devices must feature a USB Type-C charging interface, eliminating multiple charging standards.
- Charger-Free Purchase Option: Products must be available without chargers, with clear labeling about this option to encourage reuse of existing chargers and reduce e-waste.
- Standardized Charging Information: Packaging and product pages must display standardized charging symbols and specify compatible charger power ratings (e.g., "Requires 20W USB-PD charger").
Strategic Recommendations for Sellers
Amazon Europe marketplace sellers should view these regulatory changes as both challenges and opportunities. Proactive compliance measures can provide competitive advantages in this evolving landscape.
Recommended actions include:
- Conducting comprehensive product portfolio reviews to identify affected items
- Initiating product testing and certification processes with accredited laboratories
- Updating product information, labels, and packaging to meet new requirements
- Monitoring EU and Amazon policy updates for additional compliance changes