The New Frontier: The Agentic Commerce & Answer Engine Optimization podcast
Episodes
New Frontier: The Agent Economy: Business Model Disruption in the Age of AI
15 Jan 2026
Contributed by Lukas
In this episode of The New Frontier, Max is joined by Martin Schwartzman, Partner and Global AI Lead at OC&C Strategy Consultants, to unpack how a...
2026 AI & Ecommerce Predictions, with Jo & Max (Agentic Commerce, AI Wearables, The Death of Prompting and more)
03 Jan 2026
Contributed by Lukas
In the first 2026 episode of The New Frontier, as is tradition, Max and Jo dive into their annual predictions. They start with a quick look back at th...
Sponsored Prompts - Amazon Ads' new format for the era of AI Search [Recorded Live from the Amazon Ads Educators' Summit]
18 Dec 2025
Contributed by Lukas
This special Episode of the New Frontier recorded live from the Amazon Ad Summit in Milan, to mark a landmark announcement: the launch of Sponsored Pr...
Alibaba’s AI Sourcing Agent Accio, and the Future of Agentic Commerce, with Ziwei Chen
15 Dec 2025
Contributed by Lukas
In this episode of The New Frontier, hosts Max and Jo welcome Ziwei Chen, Product Lead for Accio by Alibaba, for a deep dive into the intersection of ...
Pivoting a failing marketplace business to an $11m ARR Enterprise AI SaaS with Gaétan Rougevin-Baville
21 Nov 2025
Contributed by Lukas
In this episode of The New Frontier, Max sits down with Gaétan Rougevin-Baville , CEO of Diffusely, an AI-powered visual production platform serving ...
Leading Answer Engine Optimization (AEO) at Mars Wrigley during the era AI Discoverability, with Global Director of Search Tory Bradley
06 Nov 2025
Contributed by Lukas
In this episode, Tory Bradley, Global E-Commerce Retail Search Director at Mars Wrigley, dives deep into how Mars is navigating the evolving world of ...
The New Rufus: Reason, Research & Remembrance with Max Sinclair
28 Oct 2025
Contributed by Lukas
In this episode, Max, founder of Azoma, breaks down insights from his team's latest whitepaper (read here), co-authored with Andrew Bell, on Amazo...
How to raise a $11m Series A and disrupt a $1.7tn market with Jonny Plein
12 Oct 2025
Contributed by Lukas
In this episode of The New Frontier, hosts Jo and Max sit down with Jonny Plein, a repeat founder, investor and advisor. Jonny sold his first business...
Behind Pattern's $2.5 billion IPO, with CRO Bryce Warning and COO Rob Hahn
27 Sep 2025
Contributed by Lukas
In this episode, Jo is joined by Bryce Warning and Rob Hahn, the CRO and COO of Pattern, fresh off their highly anticipated IPO. The conversation kick...
The Next Six Months Will Define Which Brands Win In AI Search - Here's How To Make Sure You Are Recommended By ChatGPT (Azoma Founder Max Sinclair's Guide to Answer Engine Optimization)
07 Sep 2025
Contributed by Lukas
This week, our usual host Max Sinclair, founder of Azoma and former Amazon search leader, takes a turn in the hot seat to dive deep into the transform...
How to Structure Your Organization in the Age of AI with Lauren Livak
23 Aug 2025
Contributed by Lukas
-Show Notes/Events-(1) Join us at our exclusive afterparty during Amazon Accelerate in September in Seattle: https://www.eventbrite.com/e/seattle-s...
Bootstrapped to $210m Buyout: The Story Behind The Double SaaS Acquisition of Seller Investigators
06 Aug 2025
Contributed by Lukas
This episode of The New Frontier dives deep into the story of the founding, rapid growth and double acquisition of Seller Investigators with co-founde...
The Future of Amazon's Generative AI Tooling for Sellers, with Kabir Bedi, Head of Product for Generative AI at Amazon Ads
22 Jul 2025
Contributed by Lukas
In this captivating episode of The New Frontier, hosts Jo and Max dive deep into the future of Amazon Ads with Kabir Bedi, Head of Product for Generat...
Cracking ChatGPT (and ruling Rufus): Azoma founder Max Sinclair’s Guide to Generative Engine Optimization (GEO) in 2025
15 Jul 2025
Contributed by Lukas
In this episode, Max Sinclair, founder and CEO of Azoma, a pioneering scale-up specializing in Generative Engine Optimization (GEO), goes deep into ev...
How You Can Implement Amazon’s Best-Kept Corporate Innovation Secret: The PRFAQ Framework, with Marcelo Calbucci
10 Jul 2025
Contributed by Lukas
Marcelo Calbucci is an entrepreneur, technologist, innovator, and author of the PR FAQ Framework with over twenty five years of experience in the tech...
How to Leverage AI Automation for Your Business with the Legendary Anthony Lee
04 Jul 2025
Contributed by Lukas
In this episode of The New Frontier, the hosts sit down with Anthony Lee, founder of AI Plus Automation and a respected voice in the Amazon and e-comm...
BREAKING: Walmart Launches Sparky - Here’s How to Get it to Recommend Your Products
24 Jun 2025
Contributed by Lukas
In this emergency episode of The New Emergency, hosts Jo and Max dive into the latest AI Engine for Brands to Optimize for: Walmart Sparky (see more)....
Bootstrapping an Amazon Agency & 3PL to +50 Amazon Experts and three Warehouses with Stephen Harris
17 Jun 2025
Contributed by Lukas
In this episode of The New Frontier, Max welcomes long-time friend and ex-Amazon colleague Stephen Harris, founder of Situna, a global Amazon agency a...
How to Launch an AI Startup, Get Funding and Disrupt an Industry with Max Sinclair
01 Jun 2025
Contributed by Lukas
Max Sinclair sits down with Simon Cockram to reflect on his biggest learnings as a Founder from his three years building Azoma (previously Ecomtent) t...
Amazon Ranking, Relevance and Search- Find-Buy In 2025 With Alina Vlaic
29 May 2025
Contributed by Lukas
In this episode of New Frontier, Jo Lambadjieva hosts Alina Vlaic, a Romanian entrepreneur and founder of aRank, which has facilitated over 6,000 Amaz...
The 'IDEA' Strategic Brand Framework with Trevor Bradford
23 May 2025
Contributed by Lukas
Announcement: Ecomtent have just launched a Freemium version, check it out hereIn this episode of The New Frontier, Max and Jo welcome brand strategis...
How to use AI-Generated UGC for sustainable brand growth with Leo Sgovio
14 May 2025
Contributed by Lukas
In this episode of New Frontier, Jo Lambadjieva hosts Leo Sgovio, a seven-figure Amazon seller and AI expert who first caught her attention when he wo...
Answer Engine Optimization (AEO) on Amazon: Max Sinclair on optimizing for Rufus & COSMO
25 Apr 2025
Contributed by Lukas
In this episode Max Sinclair dives into the rapidly evolving world of AI-driven commerce. The discussion kicks off with a deep dive into GEO, or Gener...
From Prompt to Product Page: ChatGPT 4o's Image Generation & Genspark Breakthroughs with Sim Mahon
18 Apr 2025
Contributed by Lukas
In this special edition of The New Frontier, hosts Max and Jo dive into the breakthrough developments in ChatGPT-4o’s image generation capabilities,...
How to Build Effective Teams in an AI Workforce, with Shannon Curley
11 Apr 2025
Contributed by Lukas
In this episode of The New Frontier, Max and Jo reunite after a busy conference season, to welcome Shannon Curley, a seasoned marketing leader with de...
Maximizing Amazon Profits by Understanding your Buyers and ‘Deserved Ranking’ with Ben Webber
21 Mar 2025
Contributed by Lukas
In this episode of The New Frontier, Jo takes a deep dive with veteran Amazon Seller Ben Webber, who has built and scaled an incredible nine brands to...
Decoding Amazon's Playbook: A Former 10-year Executive, Andrea Leigh's, Guide to Winning on the Platform
12 Mar 2025
Contributed by Lukas
In this episode of The New Frontier, Max welcomes Andrea Leigh, an e-commerce expert with over 20 years of experience, including a decade as a senior ...
Generative Engine Optimization: Getting your Brand mentioned by ChatGPT, with Max Sinclair
04 Mar 2025
Contributed by Lukas
In this episode, Max takes a turn in the hot seat to discuss the rapidly evolving landscape of Generative Engine Optimization (GEO) and its impact on ...
A9 Organic Ranking Factors on Amazon in 2025 with Brian Johnson
25 Feb 2025
Contributed by Lukas
Get 20% ASGTG tickets in New York on March 20th with Code "MaxSinclair20off":https://www.eventbrite.com/e/asgtg-e-commerce-amazon-sellers-event-11th-a...
Inside Thrasio & SellerX: The Rise and Fall of the Amazon Aggregator with Senior Leader Alexander Swade
18 Feb 2025
Contributed by Lukas
In this episode of New Frontier, Jo welcomes Alexander Swade, a seasoned Amazon advertising expert with senior leadership experience at Thrasio, Selle...
Adam Heist on Surviving & Thriving on Amazon FBA in 2025 (with Trump Tariffs, Tiktok Ban & RUFUS / COSMO)
13 Feb 2025
Contributed by Lukas
Jo and Max welcome Adam Runquist, better known asAdam Heist, a seasoned e-commerce entrepreneur and Amazon FBA YouTube educator with 25k subscribers.A...
How to Start, Scale and Sell a Software Business with Rael Cline
06 Feb 2025
Contributed by Lukas
In the 50th episode of The New Frontier, we welcome, Rael Cline, a seasoned entrepreneur who transitioned from private equity to building and selling ...
Generative Engine Optimization - ChatGPT Search & Google AI Overviews, with Tim Cameron-Kitchen
30 Jan 2025
Contributed by Lukas
In this episode of The New Frontier, Max is joined by Tim Cameron-Kitchen, (youtube) founder of Exposure Ninja, a leading digital marketing agency pio...
Scaling a D2C Brand to $50M: Ruroc's growth and hostile Investor takeover
23 Jan 2025
Contributed by Lukas
In this blockbuster episode of The New Frontier, we dive into the story of Daniel Rees, the founder of Ruroc, a direct-to-consumer ski helmet company ...
RUFUS: The Blueprint behind Amazon's Patent, with Danny McMillan, Oana Padurariu and Andrew Bell
17 Jan 2025
Contributed by Lukas
Friends of the show Danny McMillan, Oana Padurariu and Andrew Bell join Jo and Max to discuss their findings from their research on the RUFUS Patent (...
Using AI for Business Productivity in 2025 with Ritu Java
09 Jan 2025
Contributed by Lukas
Jo and Max kick-off 2025 with a deep dive into the transformative power of AI in e-commerce, featuring Ritu, CEO of PPC Ninja, international speaker, ...
2025 AI Predictions
26 Dec 2024
Contributed by Lukas
In this exciting finale for the year, hosts Max and Jo dive into their bold predictions for 2025, focusing on the ever-evolving impact of AI on our pe...
2024 AI 'Wrapped': Reviewing the biggest AI launches of the year
17 Dec 2024
Contributed by Lukas
In this listener-favourite format, Max and Jo review and reflect on the biggest AI launches in 2024. 2024 was a massive year of AI innovation across t...
Founding Ecomtent: Max Sinclair's Story behind the Start-up Success
10 Dec 2024
Contributed by Lukas
In this special episode, Max, Founder and CEO of Ecomtent, takes his turn in the hot seat. Ecomtent is a generative AI tool that helps Amazon sellers ...
AI Governance & Regulation with Zahra Shah
28 Nov 2024
Contributed by Lukas
Max welcomes Zahra Shah, a renowned expert in AI and Frontier Technologies, to discuss the rapidly evolving landscape of artificial intelligence, its ...
The Honeymoon Period: Debunking Amazon's Algorithm's myths with Oana Padurariu
20 Nov 2024
Contributed by Lukas
In this episode of New Frontier, Max and Joe dive into the ever-evolving world of Amazon with guest Oana, a leading expert in advertising and SEO. Oan...
Findings from 100 RUFUS experiments on my Product Listings: Optimizing for Amazon's new AI Search
15 Nov 2024
Contributed by Lukas
In this episode , Andrew Bell returns, bringing his expertise in Amazon SEO and GPT development. Andrew, a leading innovator on the GPT store and Amaz...
Jon Derkits on the best Amazon Seller Software Tools, and Amazon's recent AI announcements at Unboxed and Accelerate
06 Nov 2024
Contributed by Lukas
Jon Derkits is a former Amazon marketplace executive, current 8-figure Amazon seller, and Chief Commercial Officer at Color More Lines, where he provi...
SearchGPT: How to optimize for ChatGPT's new search functionality
05 Nov 2024
Contributed by Lukas
SearchGPT is finally here. Max and Jo record a special quick episode to discuss OpenAI’s new SearchGPT feature which enables ChatGPT to retrieve rel...
AI Guided Product Research & Development with Izabella Ritz
17 Oct 2024
Contributed by Lukas
Jo welcomes Izabella Ritz, CEO of Ritz Momentum, to discuss the cutting edge of AI and e-commerce. A significant portion of the discussion focuses on...
BREAKING: Amazon Personalizing Product Titles and Descriptions [Max on Seller Sessions Rebroadcast]
10 Oct 2024
Contributed by Lukas
In this rebroadcast of Seller Sessions, host Danny McMillan welcomes Max Sinclair to discuss key developments from the Amazon Accelerate event and the...
Implementing Scalable Processes in an Ecommerce Business with Yoni Kozminski
03 Oct 2024
Contributed by Lukas
In this episode of The New Frontier, Jo and Max welcome Yoni Kozminski, a seasoned global digital marketing entrepreneur with over 15 years of experie...
Amazon Accelerate 2024: The unofficial debrief
25 Sep 2024
Contributed by Lukas
Following an action packed week in Seattle, Jo and Max sit down to reflect on the biggest launches announced at Amazon Accelerate 2024. And there were...
How to Start, Grow, Scale and Exit a Profitable eCommerce Brand on Amazon FBA with Neil Twa
16 Sep 2024
Contributed by Lukas
In this episode Jo and Max welcome Neil Twa, a veteran entrepreneur with over 17 years of experience in e-commerce and Amazon FBA and author. Neil h...
Practical, Lesser Known Ways to Use AI for Amazon Sellers
10 Sep 2024
Contributed by Lukas
This week Jo and Max was joined by Mike Danford, Chief Strategy Officer at Adverio. Mike plays a pivotal role in driving innovative strategies for sel...
DEBATE! Is Web3 at all useful (for ecommerce)?
02 Sep 2024
Contributed by Lukas
In this episode, a sceptical Max debates Nadir, the founder and CEO of Tenamint, on the usefulness of 'Web3'. Nadir brings over a decade of ...
AI takeaways from Lunch with Norm Podcast with Norm Farrar
28 Aug 2024
Contributed by Lukas
In this episode, hosts Jo and Max are joined by seasoned e-commerce expert Norm Farrar, host of the industry-leading Lunch with Norm podcast. Known ...
The Google SEO Leak, and it's implications for Ecommerce Sellers
20 Aug 2024
Contributed by Lukas
On May 29, the SEO community was rocked by a major Google documentation leak of over 2,500 files and 14,014 ranking features, providing major insights...
Optimizing Amazon Listings for COSMO and Rufus with Max Sinclair & Vanessa Hung [SELLERFEST REPLAY]
14 Aug 2024
Contributed by Lukas
This is an audio replay of Max Sinclair and Vanessa Hung's joint presentation at SellerFest. Watch the full presentation (including video) here. ...
How to Build a Custom GPT with Andrew Bell
07 Aug 2024
Contributed by Lukas
Andrew Bell is the creator of the 1st, 2nd, 5th and 6th ranked GPTs under the search term “Amazon” on the GPT store. He has created over 200 GPTs,...
Perfect Ted's journey to £1m a month via Dragons' Den with co-founder Levi Levinfiche
01 Aug 2024
Contributed by Lukas
Levi Levenfiche is co-founder of PerfectTed, the fastest–growing energy drink brand in the UK and the largest matcha brand in Europe. The company st...
How to Build an Ecommerce Brand, with Ben Leonard
24 Jul 2024
Contributed by Lukas
Ben Leonard is an entrepreneur, speaker, consultant, and author of best selling book Quit Stalling and Build Your Brand; having previously grown his f...
Mina Elias on Prime Day, RUFUS, COSMO, and TikTok Shop
19 Jul 2024
Contributed by Lukas
Mina (@theminaelias) is the founder of Trivium Group, a verified Amazon growth partner and marketing agency managing 180+ brands and 700 million in re...
Optimising for Customer Objections on Amazon with Danny McMillan
11 Jul 2024
Contributed by Lukas
Danny McMillan is a world-renowned public speaker and veteran in the Amazon community. He is founder of Seller Sessions, the longest-serving Amazon po...
Selling on Amazon Professionally with Yoni Mazor
25 Jun 2024
Contributed by Lukas
Max and Jo are joined by Yoni Mazor, Co-founder and CGO of Getida. Getida is the global leader in Amazon FBA auditing and reimbursement solutions. Y...
7 figures in annual Amazon sales from one subreddit - Social Monitoring with Derek Jouppi
14 Jun 2024
Contributed by Lukas
Derek Jouppi, ecommerce entrepreneur turned AI founder, shares his journey from creating a SPOTMYUV colour-changing sunscreen sticker and 7-figure Ama...
AI Videos for ecommerce, with Sparka founder Kadel
30 May 2024
Contributed by Lukas
Max is joined by Founder of Sparka Kadel to discuss videos, AI and ecommerce. They discuss what is possible now, and where the space is heading. Thi...
Microsoft's AI Strategy, GPT-4o, and the Future of Work with Jamie Hu
22 May 2024
Contributed by Lukas
Jo interviews special guest Jamie Hu, a Solutions Consultant at Microsoft specializing in generative AI, co-pilot, and automation in business applicat...
Seller Sessions '24 recap with Vincenzo Toscano
16 May 2024
Contributed by Lukas
Max is joined by friend of the podcast and Seller Sessions' event sponsor Vincenzo Toscano (successful Amazon Seller and founder of Ecomcy) to rec...
Optimizing for COSMO & "context vs keywords" with Vanessa Hung
12 May 2024
Contributed by Lukas
Vanessa Hung is renowned in the industry for her expertise with flatfiles and what she describes as "the unsexy stuff". She is the founder o...
Bradley Sutton on Helium 10, Amazon's latest AI developments and Sumo Wrestling
07 May 2024
Contributed by Lukas
Bradley is the H10 Chief Evangelist and Director of training. He is also the host of the Serious Sellers podcast. He has been involved in e-commerce f...
How AI will change Amazon advertising and how sellers can leverage it to power up their Adverting campaigns with Ritu Java
26 Apr 2024
Contributed by Lukas
Ritu Java began her eCommerce journey as an Etsy seller over a decade ago and now serves as the CEO of PPC Ninja, a leading software tools and service...
Q1 2024 AI recap: the most significant updates in AI this quarter
08 Apr 2024
Contributed by Lukas
In this experimental new format, Max and Jo wrap up the biggest developments in AI from Q1'2024, with an ecommerce lens. They discuss the Claude 3...
Product Development in 2024 & Amazon's AI Updates with Amy Wees
05 Apr 2024
Contributed by Lukas
Amy Wees is a 7-figure e-commerce seller and CEO of Amazing at Home E-Commerce Consulting. She is recognized in the industry for her exceptional exper...
The (Kevin) King's decree on selling on Amazon in 2024, and Amazon's AI
28 Mar 2024
Contributed by Lukas
Since 1989, Kevin has been a pioneering force in the realms of direct marketing, Amazon selling, and internet marketing. With a career spanning over t...
Mastering Social Media Ads in the age of AI with Alex Kennedy
25 Mar 2024
Contributed by Lukas
Alex is the co-founder and CEO of Purposely.ai, which is software that delivers AI insights and streamlined workflows around advertising creative. He ...
Behind Frequently ai, and reflections on running an Amazon Agency with Chris Ball
21 Mar 2024
Contributed by Lukas
Chris is the founder of Frequently, your Amazon free oracle to provide expert advice and answer your ecommerce FAQs. Frequently is built to answer you...
Sourcing from China, Selling on Amazon Japan, and Optimizing with AI with Gary Huang
13 Mar 2024
Contributed by Lukas
This week, Max and Jo talk to Gary Huang, founder of 80/20 Sourcing and the 7 Figure Seller Summit. Gary has been selling online multichannel (Amazon,...
AI Takeaways from Lunch With Norm with Kelsey Farrar
06 Mar 2024
Contributed by Lukas
This week Jo and Max are joined by Kelsey 'son of the beard guy' Farrar to discuss organic community building & growth, the best AI insigh...
Starting an Ecommerce Business in 2024 with Su Wai
01 Mar 2024
Contributed by Lukas
Su Wai is an Entrepreneur, Owner of three Ecommerce stores, Author and Business Coach. She joins Max Sinclair (founder of Ecomtent) to discuss how ...
Decoding Rufus and AI Powered Search in Ecommerce, and how Sellers should adapt
09 Feb 2024
Contributed by Lukas
Last Week, Amazon embarked on the next chapter Ecommerce AI with the launch of Rufus, which promises to revolutionise search on Amazon. This week Max...
AI in the Creative Industry
02 Feb 2024
Contributed by Lukas
In Episode 3, Max & Jo are joined by Harry Guild, Strategy Director at BBH, who has worked with some of the biggest brands in the world including ...
2024 AI Predictions
17 Jan 2024
Contributed by Lukas
In the second Episode of the New Frontier AI for Ecommerce Podcast, Max & Jo discuss their predictions AI for 2024, including: (i) AI in consumer ...
2023: the year of AI in review
08 Jan 2024
Contributed by Lukas
In our kick off episode, Max and Jo review and rank the biggest AI launches of 2023, and their implications for ecommerce, including: - Bing AI - HeyG...