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Amazon account management  ·  EU marketplace expansion

Monitored daily, not reported monthly.

Most agencies give you a login and a deck at month end. I go into Seller Central every day, and once a week you get a short note listing what I changed and what it did to contribution margin. Search terms harvested and negated, Buy Box and price watched, stock checked against lead time. That is the whole offer.

I run a small team in Vilnius. AI does the volume, and a person checks every change before it goes live.

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Martynas Lapinskas, photographed against a grey studio wall, not smiling
Martynas Lapinskas Ran Amazon for major European brands inside a large European apparel group. Vilnius.
DailySeller Central worked every weekday, with a short note each week on what changed and what it did to margin.
7 storesGermany, France, Italy, Spain, the Netherlands, Sweden and Poland, opened in an order that stops compliance blocking a launch.
CheckedAI drafts the listings, reads the reports and plans the stock. Nothing reaches your account until a person has read it.
The work

What I actually do all day

One

Fix the catalogue first

Almost every account I open has the same thing wrong with it. One product spread across four ASINs because a reseller created one per size. Reviews split four ways instead of compounding on a single page. Internal model codes sitting in the title field where the keywords should be. The brand name spelled three different ways, which quietly splits your brand page in two.

None of that is glamorous, and all of it is worth more than a campaign rebuild. So it goes first. Brand Registry, one parent ASIN with a proper variation family, review history merged where Amazon still allows it, and titles written from German search volume rather than translated from English.

Week oneA list of every ASIN carrying your brand, who created it, and who currently holds the Buy Box.
Two

Open the rest of Europe

Amazon.de, .fr, .it, .es, .nl, .se and .pl. The selling is the easy half. The half that stalls launches is the responsible person under GPSR, LUCID in Germany, Triman and Refashion in France, BDO in Poland, VAT registration or One Stop Shop, and fibre labelling in each market’s own language.

Week oneA sequence, so that nothing blocks a listing on launch day.
Three

Let the machine do the volume

Search term harvesting and negation, listing variants, Buy Box and price monitoring. Every day, rather than every quarter.

Week oneWhatever is sitting in your search term report that nobody has read.
Four

Ask the ad account a question

I connect Claude to your Amazon Ads account through Amazon’s own Ads connection, signed in with a view-only login that you create for it. It reads campaigns, search terms and Amazon Marketing Cloud. It cannot change a bid, a budget or a campaign.

So the questions that used to cost an afternoon of exports get answered in a minute. Which search terms spent money in Germany last month and sold nothing. How many deal-day buyers were new to the brand. How long customers wait before the second order. I check every answer against the console before anything in the account changes.

Week oneEvery search term that spent money last month without a sale, by store.
Five

Plan the stock per store

Every week the FBA inventory report for each store goes through the same workbook: days of cover per ASIN, what to send, and the date it has to leave your warehouse. The sales rate is the fastest of the last 30, 60 and 90 days, so a product that has just started to move is not left to run out. Your warehouse gets the ship list in its own format, most urgent first.

Week oneEvery ASIN that will run out before a new shipment could reach Amazon.
Europe

Seven stores, and what stands between you and each one

Listing a product is the quick part. Each store has its own register, logo or label rule, and Amazon can block a listing until it is in place. Here is what each one asks for before you sell.

SESwedenamazon.seSwedish on the label
NLNetherlandsamazon.nlRequired for Pan-EU FBA. Dutch on the label
DEGermanyamazon.deLUCID packaging register. German on the label
PLPolandamazon.plBDO register. Polish on the label
FRFranceamazon.frTriman logo, Refashion for textiles. French on the label
BEBelgiumamazon.com.beRequired for Pan-EU from 26 February 2027. French and Dutch on the label
ESSpainamazon.esSpanish on the label
ITItalyamazon.itItalian on the label

In every storeA GPSR responsible person inside the EU, VAT registration or One Stop Shop, and fibre labelling in that market’s own language. Live store Coming

Examples

What lands in your inbox

Two things you would get every week. The brand, products and numbers below are invented, so you can see the format without seeing anyone’s account.

Weekly noteWeek 43 · Example brand · DE, FR, IT

What I changed

  • Negated 37 search terms that spent €412 in 30 days without a sale, in Germany and France.
  • Moved 6 converting terms out of the auto campaign into exact match, bids €0.62 to €0.88.
  • Merged two duplicate pages for the 500 ml bottle, so its reviews now sit on one listing.
  • Raised the price of two products by €1 after holding the Buy Box for 14 days.

What it did

€19,610Contribution margin+6.5% on last week
10.9%TACOSfrom 11.8%
97%Buy Box, Germanyunchanged

Next week

  • 240 units of the 500 ml bottle to leave your warehouse for Germany by Friday.
  • Triman logo on the French packaging artwork, for your approval.
Restock planAmazon.de · generated Monday
ProductDays of coverSendLeave by
Bottle 500 ml11240Fri 7 Nov
Bottle 750 ml18120Wed 12 Nov
Spare lid3460Mon 24 Nov
Travel case71––

Sales rate is the fastest of the last 30, 60 and 90 days. Lead time to the fulfilment centre set at 14 days. Your warehouse gets the same list as a ship file, most urgent first.

Example only. Invented brand, products and numbers.

Limits

What I don’t do

Partly so you do not waste a call, and partly because a list of everything is a list of nothing.

  • Vendor Central negotiations. Different discipline, different people. If you are 1P and want help with annual terms, I can point you at someone who does only that.
  • Take an account I cannot get proper access to. If I cannot see the data, I cannot be responsible for the number, and an agency that accepts that arrangement is selling you activity.
  • Promise a figure before I have opened the account. Anyone quoting a percentage uplift off a discovery call is guessing, and you are paying for the guess.
Access

What I would need from you

On day one, before anything useful can happen. It is short, and it is the part that usually takes brands a fortnight longer than they expect.

Seller CentralA user account with catalogue, inventory, advertising and reports permissions. Not a shared login.
Brand RegistryConfirmation that you hold it, and administrator rights. Without this, most listing problems cannot be fixed at all.
AdvertisingAccess to the ads console, and whoever currently sets the budget on a call at some point in the first fortnight. If you want the AI connection, a separate view-only login for it.
Landed costCost per unit into the fulfilment centre, per SKU. Without it we are both guessing at break-even ACOS, and the October surcharge moves it anyway.
Terms

How it starts

Two steps, and the first one is small enough to walk away from. I would rather you paid a little to find out I am wrong than a lot to find out slowly.

The audit€2,500, fixed, ten working days. I go through the account against the five areas in the scorecard and come back with what is wrong, what it is costing, and the order I would fix it in. Yours to keep, and to hand to somebody else, whether or not we carry on. Credited in full against your first month if you retain within thirty days.
The retainerCatalogue, content, advertising and the compliance around them, worked daily. One month notice, either direction, no minimum term. Priced once the audit has told us both what the account actually needs.
What moves the numberHow many SKUs, how many marketplaces, and whether the compliance registrations are already in place. Forty SKUs in one market is not the same job as four hundred across seven.
What I will not doQuote the retainer before the audit. I would be guessing, and the guess would be wrong in one direction or the other. Neither of those is good for you.
Calendar

What is coming on Amazon in Europe

Useful whether or not you ever speak to me. Checked against Amazon’s own seller pages and Händlerbund; last touched 28 October 2026.

18 Nov Deal submissions close. German fees are €16 per promotion plus 0.75 per cent of promotional revenue, capped at €1,000.
14 Jan The peak fulfilment surcharge ends in Germany and the UK. Since 15 October it has added around €0.27 per unit on standard parcels, so reset your break-even ACOS the morning it stops.
26 Feb Belgium joins the Pan-European FBA rule. Every Pan-EU product must also have an active listing on amazon.com.be, as it already does for the Netherlands. Amazon promises at least 30 days notice. For supplements and food, Belgian notification and Dutch and French labels take longer than the listing.
2030 The ESPR ban on destroying unsold apparel reaches medium-sized companies. Large companies are already in, from 19 July 2026.
Record

What the work moves

From accounts I manage. The brands stay unnamed; the detail behind each number is yours on a call, under NDA.

31–18 ACOS, per cent Brought down without cutting spend, by fixing what the spend was pointed at.
+42% Sessions After a catalogue consolidation and a German-language content rebuild.
+8% Profit, first month Lower TACOS, from campaigns rebuilt around the search terms that actually convert.
Diagnostic

Score your account in five minutes

Twenty checks across five areas, scored as you go. Free, no call, and no email address. Most people who run it never contact me, which is fine, because the ones who do already know what is wrong.

  • 01Catalogue and listing structure
  • 02Content and search visibility
  • 03Advertising efficiency
  • 04Stock and fulfilment
  • 05Brand control and compliance
Open the scorecard

The first conversationTwenty minutes, and you do not need to send me anything beforehand. If there is nothing worth doing, I will say so on that call rather than write you a proposal.
Book twenty minutes
Weekdays, 09:00 to 17:00 Vilnius time. I reply within one working day.