The New Frontier is the podcast for brand leaders navigating the shift from traditional search to AI shopping agents. Hosted by Max Sinclair, founder of Azoma; and Jo Lambadjieva, founder of Amazing wave, our goal is to unpack how Alexa for Shopping, Amazon Rufus, Sparky, ChatGPT and Gemini decide which products to recommend, and to share playbooks on how to win in this agentic era. Expect candid and in-depth conversations with senior leaders and practitioners on the front lines of Answer Engine Optimization (AEO), Generative Engine Optimization (GEO) and Agentic Commerce Optimisation (ACO).
In this episode of The New Frontier, Max interviews Robert and Lee, the founders of Seller Investigations, about their journey building and selling their company. They discuss the founding story of Seller Investigations, their go-to-market strategy with partnerships, and the decision to bootstrap the company. They also...
In this episode of "The New Frontier," hosts Jo and Max interview Kabir Bedi, Head of Product for Gen AI at Amazon Ads, about Amazon's new AI video generator and the broader implications of AI in advertising. Kabir discusses his background in economics and psychology and how it informs his product thinking, as well as ...
In this interview, Max Sinclair, founder and CEO of Azoma, discusses the emergence of Generative Engine Optimization (GEO) and how Azoma helps businesses optimize for AI search engines like ChatGPT, Amazon Rufus, and others. Max explains how AI search differs from traditional SEO, emphasizing the importance of understa...
In this episode of The New Frontier, Max interviews Marcelo Calbucci, an ex-Amazonian, about Amazon's writing culture and the PRFAQ (Press Release and Frequently Asked Questions) framework. Marcelo defines PRFAQ as a tool for innovation, used across Amazon to decide which projects to invest in, and explains its structu...
In this episode of "The New Frontier," Jo Lambadjieva and Max interview Anthony Lee, founder of AI Plus Automation, about his transition from Amazon algorithm expert to AI and automation specialist. Anthony discusses building chatbots for Amazon ranking, his fascination with automation, and the shift to AI with GPT-3. ...
In this emergency episode of the New Frontier podcast, Max and Jo discuss Walmart's launch of its AI assistant, Sparky, and its implications for the e-commerce landscape. They compare Sparky to Amazon's Rufus, noting Walmart's broader AI integration with Wally, its merchant-facing AI. The conversation shifts to the imp...
In this episode of The New Frontier, Max interviews Stephen Harris, the founder of Situarana, an Amazon agency and 3PL. Stephen shares his journey from Cambridge to Amazon, where he was also an Amazon seller, to starting his own business. He discusses his experience building and exiting brands, including Beachmop Books...
In this interview, Max Sinclair discusses his entrepreneurial journey and the importance of identifying one's unique edge and controversial beliefs when starting a business. He emphasizes the need to spot inflection points, like technological or legal changes, to gain a competitive advantage, using examples such as the...
In this episode of The New Frontier, Jo Lambadjieva interviews Alina Vlaic, a brand owner, agency founder, and entrepreneur, about her Amazon journey and insights into Amazon ranking strategies. Alina shares her experiences, including a product launch failure that led to the creation of her company, AZRank, which helps...
In this episode of "The New Frontier," Max and Jo interview Trevor Bradford, author of "What Captures the Heart Goes in the Cart," about his IDEA framework (Insight, Distinctiveness, Empathy, Authenticity) for building trust and improving sales conversions for Amazon, Shopify, and DTC sellers. Trevor emphasizes the imp...
This episode explores the evolving landscape of e-commerce, focusing on AI's transformative role in SEO, UGC, and customer engagement strategies. Against the backdrop of traditional "hack-and-tool" mentalities, the conversation highlights a shift towards holistic marketing approaches, emphasizing audience understanding...
This episode explores Generative Engine Optimization (GEO) and its increasing importance for e-commerce businesses, particularly on Amazon, against the backdrop of rapidly evolving AI technologies like Rufus and COSMO. Max Sinclair, CEO of eComtent, defines GEO as the art and science of optimizing for AI models, emphas...
This episode explores the image generation breakthrough of ChatGPT-4o and its impact on Amazon businesses, featuring insights from Sim Mahon, who runs an eight-figure business with multiple private label brands. Against the backdrop of DALL-E 3's limitations, the discussion highlights ChatGPT-4o's ability to create pho...
This episode explores the integration of AI in the workforce, particularly within marketing and creative teams, addressing both its potential and the anxieties it provokes. Against the backdrop of Toby Luke's memo emphasizing AI utilization before new hires, the discussion pivots to the nuanced perspective that AI shou...
This episode explores strategies for Amazon sellers to maximize profits by understanding buyer behavior and deserved ranking. Ben Webber defines "deserved ranking" as a product's natural position on Amazon based on its features and price relative to competitors, excluding marketing influences. Positioning within a nich...
This podcast interviews Andrea Leigh, an e-commerce expert and former Amazon senior executive, about succeeding on Amazon and other marketplaces in an AI-driven world. The conversation covers key success factors (agility, data-driven decision-making, strong fundamentals), the changing competitive landscape, and the im...
This podcast episode discusses Generative Engine Optimization (GEO), a new marketing channel emerging alongside AI chatbots like ChatGPT and Rufus. The interview with Max Sinclair explores the rapid adoption of AI chatbots for shopping, highlighting a 6000% increase in AI chatbot shopping searches during the 2024 holi...
This podcast interviews Brian R. Johnson, a veteran e-commerce strategist, about Amazon's A9 algorithm and organic ranking factors in 2025. The discussion covers three key ranking buckets: content, velocity, and conversion, with examples like title optimization and univelocity (sales velocity). Johnson reveals surpri...
This podcast episode interviews Alexander Swade, an Amazon Ads expert, about his experience managing advertising for numerous brands at Thrasio, a large e-commerce aggregator. The conversation covers his career journey, strategies for managing large-scale advertising operations (including custom tools and data analysi...
This podcast features an interview with Adam Heist, an Amazon seller who transitioned from a corporate career. The conversation covers his career shift, the evolution of the Amazon marketplace (including logistics, marketing, and competition), and his perspective on building a defensible e-commerce business. Heist em...
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