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#756 – Million $ Amazon Business Without Selling In The US?

In this episode of the Serious Sellers Podcast, Bradley Sutton welcomes Bartłomiej Piątkowski, better known as Bart, an Amazon seller and agency operator from Poland who has sold millions in Europe and helped other brands do the same. What makes his story especially interesting is that he has built this success without selling his own products in the U.S. marketplace.

Bart’s journey started far from the typical e-commerce path. Trained as a cook, he then worked in radio and electronics, and discovered Amazon in 2016 when his company was on the verge of shutting down. With only a small amount of money left, he began learning about Amazon through online communities, moved returned inventory from retail into Amazon Europe, and realized that marketplace margins could beat traditional retail margins. From there, his business expanded into private label brands, reselling, packaging products, textiles, and managing major brand relationships across Europe.

The conversation gets tactical as Bart breaks down how his team uses Helium 10, AI, keyword data, and advertising automation to move faster. He explains how tools like Cerebro, Magnet, Search Query Performance, Helium 10 Ads, and the all-new Helium 10 MCP help his team understand how Amazon reads a catalog, identify keyword opportunities, adjust bids based on performance, and even research hundreds of products in a fraction of the time. He also shares launch strategies using lower starting prices, Vine, coupons, inserts, and social proof to help products gain momentum.

Bart also reveals why logistics, mobile-first listings, and category attributes are becoming major advantages for sellers in Europe. From sending inventory directly into destination countries for faster Prime delivery to optimizing listings for mobile shoppers and browser filters, his message is clear: success on Amazon is no longer about doing one thing well. It is about connecting data, operations, AI, and customer behavior into one smarter system. For sellers willing to adapt, automate, and think strategically, this episode is a reminder that the next level of growth may come from fixing the invisible parts of the business others ignore.

To connect with Bart and learn more about his work, visit his website at https://bartlomiejpiatkowski.pl/en or check out his YouTube channel at https://www.youtube.com/@tdda_amzteam/videos.

In episode 756 of the Serious Sellers Podcast, Bradley and Bart discuss:

  • 00:00 – Introduction
  • 04:14 – Discovering Amazon In 2016
  • 06:43 – From Reselling To Private Label
  • 11:15 – Bart’s Favorite Helium 10 Tools
  • 13:48 – Using AI And MCP For Amazon Research
  • 15:22 – Automating Amazon Ads And Bids
  • 16:46 – Scaling Keywords With SQP Data
  • 20:58 – Launch Pricing And Social Proof
  • 22:56 – Why Mobile-First Listings Matter
  • 23:37 – Attributes That Drive Discoverability
  • 26:01 – Europe’s Biggest Logistics Mistake
  • 28:48 – Expanding Beyond Amazon Europe

Transcript

Bradley Sutton:

Today, we’re going to talk to a seller from Europe who has sold millions of dollars and also helped others sell millions more, never having sold in America. But he’s going to give us his top strategies on advertising, keyword ranking and using A.I. for Amazon sellers. How cool is that? Pretty cool, I think.

Bradley Sutton:

Hello, everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I’m your host, Bradley Sutton, and this is the show that’s a completely BS free, organic conversation about serious strategies for serious sellers of any level in the e-commerce world. And we are now going live to the other side of the world in Poland. I believe maybe an hour or so out of Warsaw, if I’m not mistaken. And we’ve got I’m just going to call you Bart, because that’s right here. That’s how I always call you when I see you on Facebook. Bart Pajkowski from Poland. What’s the name of the city where you actually are in?

Bart:

We are in Olsztyn right now. It’s like two hours from Warsaw.

Bradley Sutton:

OK, now I’ve said this many times, you know, when I do podcasts and I’m always wearing something different, I always have something in mind when I choose what I’m wearing for the podcast. Not always, but sometimes. And I have Clippers here. And so do you know why I’m especially wearing Clippers shirt and hat and you’re on the podcast?

Bart:

No, not really. I’m sorry. I just know that you have like lots of hats.

Bradley Sutton:

One of my favorite Clippers basketball players of the 90s or 2000s was Eric Pajkowski. Oh, same. Say, do you know, have you ever heard of him? Same last name as you may be a distant relative of yours. And you didn’t know played on the Los Angeles Clippers. They called him the Polish rifle because he was a really good shooter on the on the Clippers team. But yeah, he’s Eric Pajkowski. And so like I was like, I wonder if you’re distantly related, maybe a distant uncle or something.

Bart:

Maybe I need to call him, but probably he will not answer.

Bradley Sutton:

I assume this is more like a maybe like a Smith or Jones in Poland, like not that uncommon or it is a kind of unique name.

Bart:

It’s rather unique. There are like not a lot of Piontkowski in Poland. So it’s quite unique.

Bradley Sutton:

OK, maybe there is a descent relation. All right. Well, you never know. OK, anyways, we are not here to talk basketball. A lot of things happening this week in the basketball world, but we’re not here to talk basketball. We’re here to talk Amazon. And this is your first time on our podcast. We need to get your back story. So where were you born and raised? Is it right there in the same town that you are now or somewhere else in Poland?

Bart:

Closer to Warsaw. And like 20 years ago, we moved to to Austin. And I have my family here, two kids and also a wife, of course. And we are living here for 20 years plus, something like that.

Bradley Sutton:

OK, excellent. And did you go to university in Poland?

Bart:

Well, technically, I’m a cook by school. So I have nothing in common with the commerce world when it comes to the school thingy.

Bradley Sutton:

So you’re saying like after you finished. What we call high school in America or secondary, you went right to working as like a cook and things like that.

Bart:

I have never worked as a cook. From there, I moved. I was working in radio here in Austin. Later on, I was working in this electronic shop. Pretty. It’s like a lot smaller.

Bradley Sutton:

The schooling was to become a cook. But then after you learned it, you didn’t actually go into that. Yeah. Very similar to many people in e-commerce. Do you help your wife cook a lot at home? Since you’re a professionally trained.

Bart:

Well, to be honest, not really water in many cases, just because, you know, I put too much spices in different dishes.

Bradley Sutton:

So what year about did you discover e-commerce? It sounds like with a business partner you’re saying.

Bart:

 It was 10 years ago. So it was in 2016.

Bradley Sutton:

2016. Who did it? Who discovered it, you or your business partner?

Bart:

It was pretty much me, because of the start of the journey, we were selling to retail. So, you know, to Mediamarkt, if you know that kind of shop and lots of Polish electronic shop, because we were distributors of one Chinese customer electronics brand. We were selling headphones, keyboards, stuff like that. But we were pretty much not well experienced. And later on during the process, it was it was happening for two years. Well, one year and a half. We pretty much found out that Amazon is a great place. At start, my business partner really like pushed me. No, you don’t do that. We will find someone that will do Amazon. But I pretty we had like 8000 euros on our account at the end of the journey. And we were about to close the our business. But I found a guy. It was on your it was on your Facebook group. He was called Jack Wee, something like that. A guy from Australia. And he was teaching me stuff. And I was because we have already our Amazon account. Everything that he taught me, I was putting in the I put on Amazon. And it was really funny because we found out that Amazon merges. Can be higher than the retail margin. So pretty much everything that was coming back to us because those electronic shop had an opportunity because things were not selling well, because we had no merchandising and no advertising in Poland. There those stuff was coming back to our warehouse and we were we started selling in on Amazon. And that was that’s how it started. And we did we pretty much sold all the stuff we had.

Bradley Sutton:

Are we talking to Amazon USA or Amazon Germany or where?

Bart:

No, no. It was Germany, France, Italy, Europe. We only manage US for our clients. We do not sell on Amazon US because we are not so huge company. We are not able to order that much to be able to even send it to US.

Bradley Sutton:

So when you were starting these products, is it kind of like private label products or these are brands that people in Europe know about? And you’re kind of like buying and reselling.

Bart:

OK, so for starters, it was nice from Counter-Strike. If you know real nice Counter-Strike with those skins, they were not well known. We pretty much build the demand for them. Later on, it was a brand called you can you can Google it probably X Gamer. It was a gaming pulver. So, you know, an energy drink in a pulver. And we introduced it to whole Europe. So that company, we are only the reselling part. And we did Amazon for them. And in the meantime, my business partner had another company with the packaging products. And that was our first private label, because we created, you know, stretch for lease and lots of other crazy things for packaging boxes, stuff like that. We branded that by a name of V1 Trade. And we started to sell it in in whole Europe. Later on, we are the Pinera brand. It’s a wooden boxes brand with different like garden stuff. And later on, because that cooperation with the X Gamer ended. So we created our own energy pulver. It’s called Upgrade. And we are selling it right now as well. We have pretty much, I don’t know, six private label brands with different products we sell on Amazon, like 900 SKUs. Of course, we do we have Pareta. So like 20% of our SKUs does 80% of our sales. So pretty much like there are like few products. And right now we have started our cooperation with Uzbekistan. And we are starting to sell textiles. You probably know a brand called Utopia. It’s something similar. So I know a guy who produced stuff for them. And now they produce stuff for us. And it’s made in Pakistan. It’s made in Uzbekistan.

Bradley Sutton:

Oh, OK. Interesting.

Bart:

Yeah. So so this is how it works. And in the meantime, we found out that we also can do the reselling stuff. So we have an opportunity and we had an opportunity to talk with, you know, Fruit of the Loom brand. OK, so we have Warren Buffett. His company gave us permission to manage that brand in Europe. So we are managing Fruit of the Loom brand in Europe as well. And we can create our own products, our own combos of products because they gave us the access to their GTIN number so we can add our European numbers to their like brand. And we also manage those products in Europe. So but there are like lots of different. I love that we didn’t sell in the in those 10 years. There is one product we didn’t sell on Amazon. Those are cars because we sold bikes, a lot of adult products, pretty much everything. Because, you know, people started to they’re like they were. Of course, there were a lot of fails, let’s call it like that. During the process. But right now we know what we are best in. And we have a company with like 55 people here in Olsztyn. We all work from one place, not remotely. So and really like it. I really love how Amazon works. And to add on that, on top of that. That guy, we that I mentioned before, the first application he showed me was Helium 10.

Bradley Sutton:

Back in 2016.

Bart:

Yes, in 2016. Exactly. And, you know, during that time, I was not like aware how it works. Probably I shouldn’t tell you that. But he shared his account with me and he gave me. And at that point, I had no idea how it works. You know, I really I remember the Frank. I pretty much remember all the all the application, all the tools you guys had on that on Helium 10 and how your product developed up until now.

Bradley Sutton:

What’s your favorite Helium 10 tool, like your top two favorite Helium 10 tools that you guys use?

Bart:

Of course, it’s Cerebro, of course, and Magnet. And I also love the SQP, SQP. And for lots of time we were using it was it was Atomic named back in the days. Right now it’s Helium 10 Ads. I really I really like it. So but each day in the company, because we have Supercharge account in the company, in the company, we use, of course, X-Ray, Cerebro and Magnet. Cerebro and Magnet are now connected.

Bradley Sutton:

How are you using the Cerebro and Magnet? Let’s start with there. Like what is it only for keyword research? Are you using it as part of your product research? What kind of actions do you take based on what you see? Like maybe, you know, somebody else out there is using it and they can learn some new way of using it from you.

Bart:

We are using it for audits for our clients as well, but for our products and for products of our clients, we use it for the keyword research. The positions Amazon recommended rank is something that no one else have. At least I don’t know if someone else have it. So this like thingy is a game changer for our agency and for us because it shows us how Amazon pretty much understands the catalog. And right now, what I really love, I have access to that for two years for two days. It’s the Helium 10 MCP and the Black Box thingy. You know, we have the packaging materials. Those are generic products and your new Black Box tool that can show us what products are disabled and not active. We can find a lot of products that we can use for sales because they are not working. They have sometimes thousands of reviews and we can just connect our products to them. They are not branded. They are in most cases generic. So and we can like make a huge difference in sales just by finding those products. So there is also listing quality you guys have. Like, to be honest, there is like I pretty much use everything you guys have in your portfolio because it’s.

Bradley Sutton:

How do you how are you going to use the MCP? You know, I know you’ve only been using it a couple of days, but like what’s I remember you were excited about it. At first, not all the supercharged people got it because it was only Elite. But then we’re like, hey, the Supercharged Elite, too. So you were asking, hey, make sure to connect mine. And so why were you so excited to use it? Like, how are you going to be using it?

Bart:

OK, so I can show you, but it’s in Polish, so I will try to explain. So my Claude, so my Cowork have access to my API advertising API. And I have access also to the SPAP API. So I have access to catalogs. And now I have also access to Cerebro by MCP. So I can just put a proper prompt and I can tell. I also have P&L in Helium. So I have CO cost of goods entered. So I can pretty much tell Claude using MCP to do research for me. And this is like crazy because I can then create a dashboard. And because I have advertising API, I can create an artifact where I can just, you know, the system will tell me what changes I can do. And I can do an artifact where I just click apply, apply, apply. And it uses SPAPI to push those changes to my account. So, you know, I can do things that my people did for like five days. I can now do that. Yeah, I can do it 15 minutes right now. I can just put stuff. I can research like 900 products in, I don’t know, a 60 minutes, 40 minutes, something like that. And it’s pretty crazy.

Bradley Sutton:

Awesome. Awesome. OK, for Helium 10 Ads, are you using that for your own accounts or like your clients accounts or both or what?

Bart:

We are using it for our own and for our clients account. We are mostly using analytics, but for our account, the automatic actions and suggestions are like the greatest. So we have also turned it on our own account. And you can like when we do resale for when we where we have lots of different sellers, it’s crazy how we can use it to like change bids right now. The thing you guys added with the keyword position, it’s like also a new game changer. You can put your keyword positions, you can do the automatic actions. And when your product on a different keyword changes position, you can have a suggestion how much you should like increase your bid to regain.

Bradley Sutton:

How are you going to use that? Is it for like your new launch when you’re trying to rank for something or it’s like the old products where, hey, you have five keywords. You have to always be at the top. Or are you doing the opposite where maybe you have some keywords where you’re already at the top and you want to test? Maybe the lower bid still gives you at the top. So, you know, there’s so many different use cases you can have. What are your top use case for the keyword rank rule?

Bart:

OK, so we do it a little bit differently. We use search query performance to find keywords where we when our rank is and conversion is better than the so-called delta of whole category. And then we find those keywords. We found keywords where we need to scale. So we do a keyword positioning for those products more aggressively. And those products where our position is on the top, we decrease the bid because still the clients will buy us even though our bids are lower. So we can like. It’s crazy because you can get more money, bigger margins just by using this tool. And there’s like one and a half percent or two percent in our supercharge. We have, I think, one and one and a half percent of spent that we need to pay to Helium. It’s worth it. It’s really, really worth it because we can get a lot more margin just by using this new tool.

Bradley Sutton:

Excellent. Excellent. So when you’re when you’re like trying to dial back the spend, but still stay at the top of the page, are you making the rule based on the organic rank or the sponsored rank? I assume sponsored rank. And if it’s sponsored rank, where it for the keywords that are really important for you, where are you trying to stay? Position one and two, one through four, one through eight. Like, OK, what position are you trying to maintain?

Bart:

You probably don’t like this answer. It pretty much depends on the product because. Yeah, it’s well, we sell lots of business to business product, B2B products. And for example, let’s take a keyword in German. It’s pretty much a stretch foil. And, you know, on that keyword, like this is a commercial keyword, let’s call it like that, where people mostly buy one roll of stretch. But we also sell on that keyword our B2B, where we sell six rolls of stretch that are pretty bigger and used in warehouses. So for us, it’s not worth to be on the first page because we will never sell that much of the pieces of product. For us, it’s OK if we are in the rest of search, let’s call it like that.

Bart:

And so we know that we don’t really need to be on the first place. And to be honest, we do not position ourselves by the sponsored rank, but rather by the organic rank. And we use this thing you guys have, CPR, something like, how much do you need to sell in eight days to be on the first page? We use that number and we pretty much track how much products we sold using the sponsored. And then we compare it to our organic. We created our own crawler using code, vibe coded, something like that. And we also have keyword tracker. So we pretty much compare all those data and we have access to lots more than just what Amazon shows us. We know on what hour, what position we had and what beat we had when that position happened. And, you know, Helium 10 gives us lots of data. And this is this is what we really love about it, because using that data can be a game changer. And we teach people here in Poland how to do that, because no other tool by our knowledge have that much of data. And you need to believe me, we have used probably most of them during those 10 years.

Bradley Sutton:

Awesome, awesome. What’s something else unique strategy wise that you guys are doing? Doesn’t have to be about Helium 10, it could just be about anything.

Bart:

So it pretty much depends on the year, because right now, 2026 is a year of logistics, at least here in Europe, and a year of merging. So what we do in most cases is probably nothing new for the advanced sellers. We do the pricing strategy where we put 50% of the price at the start of each new product. And then each week we increase it by 10%. It’s happening daily, not weekly, but daily. But it sums up to 10% per week where we aim to achieve 100%. We pretty much use that. It was called like eight years ago, something called viral launch, where we use Vine, where we use Helium 10. We use also coupons. We use also inserts. We create portals. We use many chats. So people who buy our products by that low price, they leave us a lot of reviews. And this social proof gives us a lot of strength at the start of each product. So but I think like most of the sellers, advanced sellers use that strategy.

Bart:

But for us, also one thing that is really important right now is the logistic part. To be honest, I need to mention that you guys have that alerts tool, the thing that shows us how much less the package should be to achieve a lower FBA fee is also a thing that we use a lot at the start of our journey. And what we also do, we are doing products mobile first, because at least here in Europe, I don’t know the proper statistic for the US. Like 70, 72% of sales starts on mobile. I don’t mean like 70% ends on mobile. Sometimes the buy button is clicked on the tablet. Sometimes, you know, it’s on your computer. But, you know, in most cases, when you see it on the waiting line, in your toilet, whatever, you pretty much just check Amazon, check the add to cart, whatever. So what we do, we pretty much always create our products mobile first.

Bart:

And in Europe, pretty much each category shows products on mobile differently. So you need to be on top of that. And also, there is one thing that probably not a lot of sellers, at least not in Europe, use. It’s browser guides. Browser guides are a really crazy thing, at least right now, when attributes are so important because they pretty much switched how keywords work in the title. You know, those 75 characters that you need to put on the title and those 125 in item highlights, it changes how catalogs work. And now attributes are really important on those browser guides. We created our own tool that you just put category inventory listing and it has the browser guide information from different categories in each market in Europe. So, you know, it’s different for Germany, France, etc., etc. And they compare that. And, you know, we can put whatever, chat GPT, cloud code, grok, whatever API to just, you know, compare. If those data, it’s pretty much like in Amazon where you have this enhanced listing data.

Bart:

We can do that without Amazon. And it’s making a lot of change because also not a lot of sellers know that if you do not put proper attributes, you will not be mentioned in those filters on the left side of the search bar in many, many, at least in Europe, in many cases. So this is also a thing that we add for our clients and our own products to be a lot more discoverable than other products, because this is the thing that starts the whole journey. If you are not, if a buyer is not able to see you, it will, even if you will have the greatest picture in the world, it won’t, they won’t click you.

Bradley Sutton:

What, you know, there’s a lot of nuances and difficulty with selling in in Amazon Europe because of taxes, because of, oh, which marketplace should I sell in? Where should I store my inventory? Which Amazon inventory service, you know, should I use? What’s some general things you could talk about that maybe you see so many people, especially since you have clients to when they come to you, they were really making a mistake with how they were managing their Amazon Europe. Like maybe it’s about logistics. Maybe it’s about where they store their inventory. Maybe it’s about taxes. What’s the biggest mistakes people do about Amazon Europe?

Bart:

OK, so in Europe, we have something called Pan-EU Inventory. It’s a system where Amazon will change place of storage of your item. And in Europe, you have something called the Golden Triangle. When you have your tax registered in Poland, Czech, I don’t know if that’s a proper name in English. I think it’s Czech and Germany. All the products are for Amazon. They are treated like they are in Germany. And this is like a really important thing, because then you can send goods to Polish warehouse and they will be stored across those three countries and the handling time, I mean, the delivery time is up to 38 hours. So you have prime immediately. But people in Europe don’t really understand that even though they have registered the VAT in Poland, Czech and Germany, if they will send goods to Germany directly, their handling time and delivery time will be 24 hours. And that changes a lot. The same goes for France, Spain and all the other countries.

Bart:

So the biggest difficulty and also the biggest mistake sellers in Europe do is that they pretty much send stuff to their own country warehouse and they are they are thinking that they will have luck and Amazon will just send those goods. They will use the FC transfer to deliver those goods to different countries. But you can pretty much just skip it and send it by yourself to those countries. And you will immediately get prime and faster delivery times. And also you will get a lot bigger conversion. I can tell you that that for our stretch or different other different products, only by delivering those goods to the destination country, we increased our conversion by 30 percent. And I don’t mean 30 percent of base conversion. So, for example, 10 percent to 13, but 30 percent main conversion. So 10 percent to 40 percent.

Bradley Sutton:

And that’s a huge deal, obviously. Yeah. I mean, you just change conversion rate even one or two percent. It makes a big, exactly, difference. So, yeah. OK, what’s the future like for your business? Do you ever see yourself expanding to USA or you’re happy just selling in Europe? Are you trying to grow the brands to, you know, more offline? Like what’s the future for your brands?

Bart:

I’m laughing because each year we are telling ourselves that we will expand to US and each year we are unable to because we are not able to order that much to be able to fulfill European needs and also to send it to US. But for now, what is the like the most important thing is to expand to different marketplaces, to be honest, here in Europe, because we are expanding to Kaufland. Right now, TikTok shop started like two weeks ago in Poland. So this is also a thing that we will do. Also, the fun part is that we were not selling on Allegro. We started on Amazon, even though Allegro is the most well-known and our culture based marketplace.

Bart:

And we also are expanding there. We are also expanding to Boho and lots of other different marketplaces. We just do not really like those Chinese like TikTok. TikTok is the only one like Temu and Aliexpress. And here in Europe, they are changing now in two days on the 1st of next month. They are adding an additional tax on each package that comes from China, 3 euro per category. So people in Poland see that like the products, the price increase is like 30 zloty. So it’s a lot so a product that costed like 7 zloty now cost 37 zloty. That’s a huge, huge change. Yeah. So yeah.

Bradley Sutton:

So that’s like a really going to affect like the like Shein and Temu.

Bart:

Exactly.

Bradley Sutton:

And things like that. Right. Well, will that affect Amazon so much?

Bart:

Not really. Not really, because, you know, when I if I will source stuff from China, when it will cross the Polish border, I will have to pay 23% tax just by that. And if something sent directly from Chinese seller to Chinese customer across the border, in many cases, there were no additional costs. So at the start of that fight with Chinese sellers, I was 23% not cheaper the other way. More expensive. More expensive. I’m sorry. Yes, I was 23% more expensive than a Chinese seller. So for now, and also what is also now happening, we are changing from, you know, click to do something to an automatic company where we just use, in most cases, agents. And we mostly think about strategy, pain points. We read, we listen to our clients. We contact them with this year. We have started the more well created landing pages for our inserts. We are doing lots of that kind of stuff to be able to fulfill the needs of our clients on a higher level.

Bradley Sutton:

All right. Well, thank you for coming on here. If people want to find you on the interwebs out there, how can they reach out to you or maybe they want to talk to you more?

Bart:

There are two possibilities. One is on our site, AMZteam.pro. And the other one is by my name and surname, BartekPiątkowski.pl.

Bradley Sutton:

All right. And make sure to look up, ask your family. Hey, is there an Eric in our extended family who was a basketball player in the Clippers before?

Bart:

To be honest, I know that I have a family in the US and I once met them, but they were no Eric. So but it was like 25 years ago or something. So, you know, things could change.

Bradley Sutton:

All right. We’ll see. Let’s see. All right. Thanks a lot.

Bart:

Thank you very much.

Bradley Sutton:

How do you say thank you in Polish?

Bart:

OK. Thank you very much.

Bradley Sutton:

Dziękuję. Exactly.

Bart:

Thank you.


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VP of Education and Strategy

Bradley is the VP of Education and Strategy for Helium 10 as well as the host of the most listened to podcast in the world for Amazon sellers, the Serious Sellers Podcast. He has been involved in e-commerce for over 20 years, and before joining Helium 10, launched over 400 products as a consultant for Amazon Sellers.

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