GARAN Label 2026: What Marketplace Sellers Need to Know
From 27 September 2026, new EU requirements will apply to how the legal guarantee of conformity and commercial guarantees of durability are presented to consumers.
The most important question first: Does this affect you?
Yes – the new requirements generally affect traders selling goods to consumers in the EU. They are not limited to specific product categories such as electronics or household appliances.
Important: Not every product automatically needs a GARAN Label. The label only becomes relevant when a producer offers a qualifying commercial guarantee of durability.
In short
✓ The legal guarantee of conformity remains in place – what changes is mainly how consumers are informed about it.
✓ The GARAN Label identifies qualifying commercial guarantees of durability offered by producers.
✓ You do not need to create your own GARAN Label image or attach a label to the product.
✓ Complete product data such as producer, model and guarantee information is essential.
✓ Eselt helps you manage this information centrally and transfer the required data to marketplaces.
What exactly is changing?
The new requirements cover two different topics that can easily be confused: the legal guarantee of conformity and the commercial guarantee of durability.
The legal guarantee of conformity
Consumers already have legal rights when goods they purchase are defective or do not conform to the contract.
The new rules do not create this legal guarantee. Instead, they introduce a harmonised notice designed to make consumers more aware of these existing rights.
The notice reminds consumers about the existence and main elements of the legal guarantee of conformity, including its minimum duration of two years under EU rules. National law may provide for a longer period.
For marketplace sellers, the technical implementation can differ depending on the platform. Marketplaces may display the required notice centrally, so it is important to check how each platform implements the new requirements.
The GARAN Label for commercial guarantees of durability
The GARAN Label is the EU’s harmonised label for the commercial guarantee of durability.
It is relevant when a producer offers a commercial guarantee of durability that:
- covers the entire good,
- is offered at no additional cost,
- lasts for more than two years.
The producer must also make this guarantee information available to the trader. The EU rules do not require traders to actively search for this information themselves.
An example:
A producer offers a five-year commercial guarantee of durability for the entire product at no additional cost. If the requirements are met, consumers must be informed about the guarantee using the harmonised GARAN Label.
The official GARAN Label contains information including:
- producer name
- model identifier
- duration of the commercial guarantee of durability in years
The official EU template refers to these editable elements as “Brand/Trademark”, “Model identifier” and the duration of the producer guarantee in years.
Depending on the marketplace, additional information or documents may be required.
Important: You do not need to design the GARAN Label yourself. The EU has defined its design and content, including its colours, layout and required elements. For online sales, the harmonised label must be displayed in colour.
How are marketplaces implementing the new requirements?
Marketplaces are implementing the new requirements in different ways. The information required and the way it is submitted vary depending on the platform.
Kaufland: GARAN Label is already supported
Kaufland has already prepared the necessary technical requirements.
If a product has a qualifying commercial guarantee of durability, the relevant information such as producer, model identifier and guarantee period can be provided.
Kaufland uses this data to display the appropriate GARAN Label on the product page.
For sellers, this means that the label does not need to be manually added as an image or included in the product description. What matters is that the required product data is complete.
eBay: New “Durability Guarantee” attribute
eBay is also preparing its implementation.
From 24 September 2026, eBay will introduce a new product attribute in relevant categories:
Durability Guarantee
For eBay to display the GARAN Label, the required information includes:
- Brand
- Model
- Durability Guarantee
The new attribute will only be available in categories where it is relevant.
Once eBay has fully made the new fields available, this information can also be transferred via Eselt.
OTTO: GARAN Label is supported
OTTO has now published specific requirements for implementing the GARAN Label.
At OTTO, the GARAN Label is used for a voluntary and free producer guarantee that covers the entire product, lasts for more than two years and is offered without additional costs or conditions.
To generate the GARAN Label, OTTO requires:
- Brand
- Model name
- Manufacturer guarantee for the entire product
- Guarantee terms as a PDF
Whenever a manufacturer guarantee is specified, the corresponding guarantee terms must also be provided as a PDF.
Since 16 September 2026, products with a manufacturer guarantee can only be newly listed or updated if the corresponding guarantee terms are available as a PDF.
If the guarantee only applies under certain conditions or covers only individual parts or components of the product, OTTO requires the “Conditional Manufacturer Guarantee” attribute instead. In this case, no GARAN Label is generated.
Amazon: GARAN label generated automatically
Amazon has now also published specific information about how the new requirements will be implemented.
For the statutory legal guarantee notice, sellers do not need to take any additional action. Amazon will automatically display the required harmonized notice for products listed in its EU stores.
The voluntary GARAN label works differently. If a product comes with a free commercial guarantee of durability covering the entire product for more than two years, the relevant information can be submitted to Amazon.
Amazon requires three attributes:
brand– the product brandmodel_number– the model number or model identifierextended_warranty_duration– the total duration of the commercial guarantee, for example 3 or 5 years
Important: extended_warranty_duration refers to the total guarantee period. For a five-year guarantee, you therefore enter 5 years, not only the three additional years beyond the minimum two-year legal guarantee.
The information can be submitted through Amazon product management, file templates or the API.
Once all three attributes are available, Amazon automatically generates the GARAN label and displays it in the “Safety and Product Resources” section of the product detail page.
No separate GARAN image or PDF needs to be created or uploaded for Amazon.
The GARAN label only applies if the commercial guarantee is provided free of charge, covers the entire product and lasts for more than two years.
How does Eselt support you?
Eselt helps you manage the product information required for the GARAN label centrally and transfer the relevant data to each marketplace.
Amazon
For Amazon, you can enter the required brand, model and guarantee duration information in Eselt. Eselt transfers this data to Amazon, which then generates the GARAN label automatically.
Screenshot: Configure the GARAN label for Amazon in Eselt
For Kaufland, you can enter the brand, model number and guarantee period directly in Eselt.
Screenshot: GARAN Label & Warranty in Eselt product data
The required information can be managed directly in the configuration:
Screenshot: Configure the GARAN Label in Eselt – brand, model number and guarantee period
For OTTO, you can also enter the required information directly in Eselt. In addition to the brand, model name and manufacturer guarantee, OTTO requires a PDF link to the guarantee terms.
Screenshot: Configure the GARAN Label for OTTO in Eselt
The data is then transferred together with the product data to the respective marketplace.
This allows you to keep your product data centrally managed in Eselt instead of updating individual listings separately across different platforms.
Our tip
Now is a good time to review your product data.
Check whether your products have a commercial guarantee of durability and make sure that information such as the producer, model, guarantee duration and any required guarantee documents is complete.
The better your product data is prepared, the easier it will be to transfer the required information to the marketplaces.
FAQ
Do I need to create my own GARAN Labels?
No. You do not need to design your own GARAN Label or physically attach one to your products.
The design and content of the harmonised GARAN Label are defined at EU level. For marketplace sales, its technical display depends on how the respective marketplace implements the requirements.
Does this only affect electronics and similar products?
No. The rules are not limited to electronics or household appliances.
However, a GARAN Label is only relevant for a particular product if the producer offers a qualifying commercial guarantee of durability covering the entire good, at no additional cost and for more than two years.
What information is required for a GARAN Label?
The required information differs depending on the marketplace.
For Amazon, the brand, model number and total duration of the commercial guarantee are required. Once this information is complete, Amazon automatically generates the GARAN label.
Other marketplaces may require additional information or documents. OTTO, for example, also requires the guarantee terms.
What is the difference between the legal guarantee of conformity and the commercial guarantee of durability?
The legal guarantee of conformity is the consumer’s statutory protection when goods do not conform to the contract.
A commercial guarantee of durability is an additional guarantee offered by the producer. The GARAN Label applies when such a guarantee covers the entire good, is provided at no additional cost and lasts for more than two years.
Do I need to edit every product manually?
No. If the necessary product data is managed centrally, the relevant information can be transferred to the marketplaces.
Does Eselt support the new requirements?
Yes. Eselt already supports the information required for the GARAN Label for Kaufland and OTTO and transfers the relevant product data to the respective marketplace.