How Unlock EMEA Helped Particula Win on Amazon


Particula Limited is a consumer electronics start-up based in Netanya, Israel. In June 2018, they launched their first product on Kickstarter and it was funded in only 30 minutes! The product was GoCube, a smart cube that connects to your phone/tablet and tracks your moves in real time. Users can learn how to solve the Rubik’s puzzle following step by step instructions in the app. And once they’ve mastered it they can battle online with other cubers around the world!


Particula’s journey continued in 2019 with a successful launch on Amazon and Apple store in the United States. For any brand with a successful US business, the UK is a logical next step. Since we speak the same language there’s little need for localisation. There’s also an affinity between UK and US consumers when it comes to technology products.



With no UK VAT registration, Particula were unable to create a Seller Central account. And as a startup with limited resources, managing tax liabilities remotely was an onerous prospect. They needed to find a partner who could:

  • Import products into the EU
  • Hold inventory on their behalf
  • Send inventory to Amazon fulfilment centres as required
  • Manage pre- and post-sales customer service
  • Create fully optimised listings
  • Manage promotions and deals
  • Manage Pay Per Click advertising campaigns


Unlock EMEA is a European Sales Consultancy business launching brands online and in retail. We’ve had Seller Central and Vendor Central accounts at Amazon since we first started helping our clients. In recent years we’ve seen more and more European consumers make the shift to online shopping. As a result it’s become increasingly important that our brands have a world class presence on Amazon.


When we started working with Particula it was immediately clear how we could help. We were able to import products into the EU and take care of logistics. We created optimised listings on Amazon UK and within a week the product was available for Prime delivery. Using the FBA program, and working closely with the Particula team, we ensured products were in stock throughout the busiest period of the year


We all know the importance of customer feedback on Amazon. Using a software integration, we contacted every GoCube customer to encourage them to leave a product review. We also handled all pre- and post-sales customer service, ensuring all customer questions were answered promptly.


After a successful UK launch we turned our attention to Europe. Using translated content we got the products listed in each of the European markets. Since we are registered for VAT in multiple countries we can offer Prime eligibility in each one.


From a standing start, Unlock EMEA was able to deliver sales of almost 1,000 units in just 6 weeks of being on sale in the UK. Since then we have expanded coverage into all Amazon markets including Sweden, the Netherlands and Poland. We’ve made the most of promotional and advertising opportunities on Amazon and sales have grown by 470% year on year.

At the time of writing GoCube has over 2,000 reviews with an average of 4.5 out of 5. Rubik’s Connected has 800 reviews also with an average of 4.5 out of 5.

"We have been working with Unlock EMEA for a year and a half now, and thanks to them successfully expanded our business to Europe. Their dedicated team manages our European Amazon stores professionally , as well as our distributor's relationships. Their experience, their great networking and connections, their availability – all of these make them great partners, and we are thankful for having them on our team"
Meirav Pardess Zuaretz
Marketing & Business Development Manager
Find out how Unlock EMEA can help your brand win on Amazon
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