AccessProof · Amazon

EU Accessibility Act (WCAG) for Amazon sellers: do the rules apply to you?

Since 28 June 2025, EU-facing e-commerce must meet WCAG 2.1 AA and publish an accessibility statement.

Since Jun 2025 EU rules Amazon

How EU Accessibility Act (WCAG) works on Amazon

Amazon is a tightly-policed marketplace that pushes a lot of compliance back onto sellers through its policies — but meeting the underlying law is still yours to do. Amazon enforces, it doesn't comply on your behalf.

📦 On Amazon: Amazon requires GPSR compliance data and a responsible person for EU listings, but the labeling, documentation and product-safety substance is the seller's responsibility.

Does this apply to you?

This rule applies to Amazon sellers who run an online shop that serves customers in the EU. Sell online to EU customers? Since June 2025 your site must be accessible (WCAG 2.1 AA). Not sure? The free checker tells you in about a minute — no signup.

The Amazon checklist

Whatever the platform handles, you still need to be able to answer "yes" to each of these — these are the points Amazon sellers most often get caught on:

Do meaningful images have descriptive alt text?
Fully usable by keyboard, with a visible focus ring?
Text meets 4.5:1 colour contrast?
Forms have real labels + clear errors?
Videos captioned / audio transcribed?
Proper headings + works at 200% zoom?
Tested checkout with a screen reader / keyboard?

What's at stake

⚠️ Exposure: market withdrawal + member-state fines · Status: Since Jun 2025. On Amazon, that's on top of any account suspension for breaking platform policy.

Compare the penalty for every rule →

Common questions

Do I have to handle eU Accessibility Act (WCAG) myself on Amazon, or does Amazon cover it?

Amazon gives you the storefront, but eU Accessibility Act (WCAG) compliance is the seller's responsibility — the platform doesn't do it for you. The free checker shows exactly where you stand in about a minute.

Who must comply with the European Accessibility Act?

Most businesses selling products or services online to EU consumers, since 28 June 2025. Some exemptions apply to microenterprises providing services.

What standard does the EAA require?

In practice, WCAG 2.1 level AA — covering alt text, keyboard access, colour contrast, labeled forms, captions, and proper structure.

Do I need an accessibility statement?

Yes — publish a statement describing your level of conformance and how users can report accessibility barriers.

The source

RuleGoose checks this against the European Accessibility Act (Directive (EU) 2019/882) / WCAG 2.1 AA. Read it yourself: EUR-Lex — Directive (EU) 2019/882 →

Check your Amazon store against EU Accessibility Act (WCAG) — free.
Answer a few questions, see exactly where you're exposed, and draft the fix. No signup, runs in your browser. Run the AccessProof checker →

or get one RuleGoose Score across every rule your Amazon store has to meet.

The full Amazon picture

EU Accessibility Act (WCAG) is one of several rules a Amazon store has to meet. See the full Amazon compliance checklist →, or read the platform-neutral EU Accessibility Act (WCAG) guide.

Same rule, other platforms

EU Accessibility Act (WCAG) on Shopify → EU Accessibility Act (WCAG) on Etsy → EU Accessibility Act (WCAG) on WooCommerce →

Informational only, not legal advice, and not affiliated with the EU or Amazon. Last reviewed 2026-06-30.