The team
Atouka Tsochataridis
Growth Director, Mr. Prime
The one who overdelivers. Every time.
Atouka overdelivers, every time. He is driven to win for clients at almost any cost, he is on WhatsApp with them at all hours, and he holds himself and everyone around him to a soldier's standard.
He sets growth strategy across the Mr. Prime client book, from search and market research to advertising and analytics, and he has been central to the growth of the business itself.
- Amazon advertising
- Marketplace analytics
- Supplier negotiation
What Atouka runs
On your account.
- 01Growth strategy across the client book: search, market research, advertising and analytics
- 02Brand and design direction on listings, A+ content and stores
- 03The review of every Mr. Prime guide before it is published
How Atouka works
A former soldier
Passionate, disciplined and allergic to low standards, his own included.
Beyond the brief
A client's supplier in India shipped 40,000 defective units. Nothing in our contract covered it. Atouka took on the dispute anyway, and won back $62,000 in stock and cash.
Always reachable
Clients have him on WhatsApp. He answers.
Background
Before Mr. Prime, and alongside it.
Atouka has worked on Amazon since 2018, from the A9 search algorithm to market research and data analytics, with brands from first launch to seven figures.
The supplier story is typical: late-night calls across time zones, weeks of negotiation and a record of every defective unit, until the client got its money back.
Published work
55 reviewed.
Guides reviewed
- Amazon advertisingWhat is ACoS? How to work out your break-even ACoS on Amazon
- Fees & profitAmazon selling fees UK: every fee, and what a £20 sale really leaves you
- Fees & profitAmazon FBA fees UK: fulfilment, storage, peak and low-price FBA explained
- Amazon strategySelling on Amazon UK: a guide for established brands
- Amazon advertisingAmazon advertising UK: the ad types, what they cost and how to make them profitable
- Amazon advertisingAmazon PPC strategy: structure, bids and budgets built around profit
- Choosing an agencyAmazon agency UK: what agencies do and how to choose one
- Choosing an agencyAmazon agency pricing: what UK brands pay and how to test the fee
- Amazon listingsAmazon SEO: how Amazon ranks products, and what you can actually influence
- Amazon listingsAmazon listing optimisation: 75-character titles, item highlights and bullets that convert
Show all 55 guides
- FBA & operationsWhat is Amazon FBA? How it works in the UK, what it costs and when it pays
- TikTok Shop & marketplacesHow to sell on TikTok Shop UK: a step-by-step guide for brands (2026)
- Amazon advertisingWhat is a good TACoS on Amazon? How to set your own ceiling
- TikTok Shop & marketplacesTikTok Shop vs Amazon: which channel should a UK brand start with?
- TikTok Shop & marketplacesTikTok Shop fees UK (2026): commission, shipping, creators and what you keep
- Amazon listingsAmazon keyword research: how to find the searches worth paying for
- Amazon advertisingSponsored Products, Sponsored Brands and Sponsored Display: what each Amazon ad does and when it pays
- Amazon listingsAmazon Rufus, now Alexa for Shopping: how to optimise your listings for AI search
- Choosing an agencyAmazon PPC management: in-house, agency, freelancer or software?
- FBA & operationsFBA vs FBM: which is more profitable, SKU by SKU?
- Amazon strategyAmazon Buy Box: how the Featured Offer is chosen in 2026, and how brands keep it
- Amazon strategyAmazon account suspended? How to appeal, write a plan of action and protect your account health
- Amazon listingsAmazon A+ content: a design blueprint for Basic and Premium A+
- Amazon strategyAmazon Brand Registry in the UK: eligibility, costs, timeline and what you get
- Amazon strategyAmazon product launch: how to launch a product on Amazon UK in 90 days
- Amazon strategyVendor Central vs Seller Central: which should a UK brand choose?
- Amazon strategyVendor Central UK: how Amazon Vendor Central works, the terms you negotiate and the chargebacks to watch
- TikTok Shop & marketplacesGMV Max on TikTok Shop: how it works and how to set an ROI target you can afford
- TikTok Shop & marketplacesTikTok Shop affiliate programme for brands: commissions, samples and creators that pay back
- Amazon advertisingAmazon negative keywords: use the search term report to cut wasted spend every week
- Amazon listingsAmazon backend keywords: the search terms rules, and what to put in them
- Amazon listingsAmazon Brand Analytics and Search Query Performance: the reports that show real demand, and where your share is worth winning
- Amazon advertisingAmazon Marketing Cloud explained: what UK brands can learn from it, and what it can't tell you
- Amazon advertisingAmazon Attribution and the Brand Referral Bonus: measuring the traffic you send to Amazon, and when Amazon pays you for it
- Amazon advertisingAmazon advertising at portfolio scale: budgets, structure and bulk operations for hundreds of SKUs
- FBA & operationsHow to send products to Amazon FBA in the UK: Send to Amazon, step by step
- FBA & operationsFBA prep in the UK: Amazon's packaging and labelling rules, and what prep really costs
- FBA & operationsSeller Fulfilled Prime UK: the 2026 requirements, the costs and when it beats FBA
- Fees & profitAmazon FBA reimbursements: what Amazon owes you for lost and damaged stock, and how to claim it
- FBA & operationsAmazon fulfilment centres in the UK: FBA warehouse codes and locations, and what they mean for sellers
- Amazon strategyAmazon inventory management: reorder points, safety stock and the UK FBA rules that set your limits
- Amazon strategyAmazon Vine UK: what it costs sellers, how to enrol and when it pays back
- Amazon strategyHow to get reviews on Amazon without breaking the rules
- Amazon strategyThe Amazon flywheel: what it is, and what it means for a brand's profit
- Amazon strategyHow to sell an Amazon business: what buyers pay for, and how to raise the price
- Amazon strategyAmazon Transparency and Project Zero: what they do in the UK, what they cost and whether you need them
- Amazon listingsAmazon Brand Store design: how to build a Store that earns its traffic
- Amazon listingsAmazon experiments: how to run A/B tests you can trust
- Amazon listingsAmazon listing suppressed or inactive? How to find the reason and fix it
- TikTok Shop & marketplacesAmazon, TikTok Shop and your own website: running three channels without undercutting yourself
- TikTok Shop & marketplacesWhat is Tesco Marketplace? A seller's guide to getting on it and whether it pays
- Amazon strategyAmazon for manufacturers: how to sell direct without undercutting your trade customers
- Amazon strategySelling on Amazon Business in the UK: business prices, quantity tiers and VAT invoices
- Amazon strategyRunning a complex Amazon account: an operating model for large catalogues
- Amazon strategySelling food supplements on Amazon UK: claims, labels and the rules that keep listings live
Every guide is written by one of us and reviewed by another before it is published. We use AI tools to help research and draft; a named person edits each guide and takes responsibility for it. Read our editorial standards.
The rest of the team
One team, on every account.
Robert PrimeCEO and co-founderThe one who takes the business somewhere new.
Loran SimonCo-founder and Head of FinanceThe unsung hero.
Stephen HarrisonAccount DirectorThe organised machine.
Willow GouldingHead of TikTok ShopThe one who always asks for more work.
Tsvetomira VachevaAccount ExecutiveThe quiet strategist.