Who your listing can name
Each listing names one company established in the EU. Regulation (EU) 2019/1020, Article 4 allows four: the manufacturer itself when it is in the EU, an EU importer, an authorised representative with a written mandate, or, as the last option, an EU fulfilment service provider for the products it handles. For a seller outside the EU, that means an EU importer such as your own Dutch company, or a partner service as authorised representative.
Amazon asks sellers that use Fulfilment by Amazon (FBA) for the details of their own responsible person. Ask any other fulfilment provider in writing whether it accepts the role.
What marketplaces check
Each offer to EU buyers shows at least these details (GPSR, Article 19):
- the name and the postal and electronic address of the manufacturer;
- the name and the postal and electronic address of the responsible person in the EU, when the manufacturer is outside the EU;
- a picture of the product, its type and any other product identifier;
- warnings and safety information, in the language of the country of sale.
Article 22(9) of the GPSR obliges online marketplaces to build their listing forms around these details. On Amazon, the responsible person is a field for each product, and a listing with missing details can be suppressed. Since 12 August 2026, marketplaces also ask for your packaging registration in each EU country (PPWR).
On 28 May 2026, the European Commission fined Temu €200 million under the Digital Services Act. The reason: Temu failed to assess the risks of illegal and unsafe products on its marketplace.
Your two options as a marketplace seller
| For a marketplace seller | Option 1: a partner service | Option 2: your own Dutch company |
|---|---|---|
| Name in every listing | The service company | Your own company |
| Stock with Amazon FBA in Europe | VAT numbers and the import arranged separately | Your company imports the stock, with a Dutch VAT number and the Article 23 licence that defers import VAT. |
| Packaging registrations | Arranged separately, country by country | Your company registers in the Netherlands, and in each other country of sale. |
| Price | Its own price, shown before you decide | Your Dutch company (BV) from €2,950 excl. VAT |
| A good choice when | You test the EU market with a few products. | You sell in the EU every month, use Amazon FBA in Europe or keep stock in an EU warehouse. |
The role comes with legal duties for the company that takes it. A partner therefore checks each technical file before your Dutch company signs up, and we arrange that check.
Label and listing: one set of details
The label names your EU responsible person with its name, its registered trade name or trade mark and its postal address, on the product, its packaging, the parcel or an accompanying document (Regulation (EU) 2019/1020, Article 4(4)). The manufacturer, a type, batch or serial number and the warnings in the language of the country of sale go with it.
Use the same name and address on the label and in every listing, and keep both in line with the technical file.
One responsible person for every marketplace
The role belongs to the product and to the company in the EU. One responsible person covers your listings on Amazon, eBay, Etsy, Temu and your own webshop, in all 27 EU countries.
Handmade products count as consumer products too, so the same rules apply to Etsy sellers. For packaging, the rules work per country: a registration in each EU country where you sell to end users. See Packaging EPR representative in the EU.
For VAT, EORI and the other registrations on Amazon, see services for Amazon sellers in Europe.
How we help
- First look. Tell us what you sell, on which marketplaces and where your stock is. You receive a written proposal for your products. Your first advice is free.
- Option 1. Together we pick the partner service. Its price comes first, and the partner signs the mandate.
- Option 2. A Dutch notary sets up your company, and a partner reviews your technical file. Your company then imports your stock as the responsible operator, with a VAT number, an EU customs number (EORI) and the Article 23 licence.
- Seller Central and other marketplaces. You enter the responsible person for each product on Amazon and on each other marketplace, with the same details as on the label.
You see each price before you decide, and one person on our team handles your file. Holdwise is an independent Dutch firm. Want our team to have a look?
See also EU representative requirements, EU responsible person for US sellers and EU responsible person for UK sellers.
Sources
- Regulation (EU) 2023/988 on general product safety (GPSR), Articles 16, 19 and 22, EUR-Lex (2023).
- Regulation (EU) 2019/1020 on market surveillance, Article 4, EUR-Lex (2019).
- Amazon UK, product compliance (2026): the responsible person details for FBA.
- European Commission, press release IP/26/1178 on the Temu fine (28 May 2026).
- Regulation (EU) 2025/40 on packaging and packaging waste (PPWR), recital 132, EUR-Lex (2025).
Last reviewed: October 2026.
Your company in the Netherlands
One package for the full setup. You sign a power of attorney in your own country. The notary in the Netherlands does the rest.
Swipe to see all four options →
Your Dutch BV
from €2,950
excl. VAT
- The notary deed, signed for you with a power of attorney
- Registration at the Dutch Chamber of Commerce (KVK)
- The identity check the law requires
- Registration of the owners in the register of ultimate owners (UBO register)
- Your tax number and VAT number
- The list of documents from your country, and how to legalise them (apostille)
- Advice on the setup that keeps your tax low from year one: one company or a holding, your first financial year and your salary
- Personal support during the setup and the start of your company
Holding and operating company
from €4,950
excl. VAT
Set up for growth of your company and your wealth.
- Two companies, set up together, with everything from the BV package for both
- You can pay profit to your holding tax-free (participation exemption)
- In your holding, you keep your profit apart from the risks of daily business, and you can invest it
- If you sell your operating company later, your holding receives the profit tax-free
What you can add
Made for your company. The price is in your proposal.
- Business bank account: the complete file your bank asks for
- eHerkenning: your login for the Dutch tax portal
- EORI number: your number for import and export
- Article 23 licence: you settle import VAT in your VAT return, so you keep that cash in your company
- One VAT return for all your online sales in the EU (One Stop Shop, OSS)
- Payroll tax number, so your company can pay you a salary
- A lower director salary, prepared and submitted to the tax authority
- The 30% ruling for you or your staff, when you relocate to the Netherlands
- Bookkeeping, VAT returns and annual accounts
- Licences and EU rules for your sector
Your first-year plan
Before you start trading, the team looks at everything you plan to do. You get a written plan, and the applications are filed for you. See the first-year plan →
- The registrations and licences your company needs
- Your salary, dividend and loans from your company in year one
- The tax schemes and deductions you are entitled to
- Your numbers for the first year: tax, salary and what you keep in your company
Your written proposal shows the exact amount before you decide. Owners from some countries need extra checks.
Want our team to have a look? →Free advice on your next step