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 started on his Kitchen table with his wife and brother. PerfectTed is one of Dragons' Den's biggest stories (the UK's version of Shark Tank). Their energetic pitch (⁠youtube video⁠) which they opened by stating their "mission to spread positive energy", ended with all five Dragos offering to invest, from who they chose a £50k investment from Stephen Bartlett. He has since followed this up with a second of investment of £1m. PerfectTed have fully capitalized on their 15 minutes of TV fame, growing monthly sales from £7k pre-Dragons Den to +£1m a month today in just two and a half years.

Levi joins Max to discuss their strategies of focusing on brand and community, following Stephen Bartlett's advice of "building a cult", and how they became a repeat purchase that is part of their customer's daily rituals. Levi and Max also discuss' PerfectTed's three-pronged sales channel approach of Retail, ecommerce, and Highstreet coffee shop franchise partnerships. Perfect Ted is now stocked in all major retailers, including Tesco, Asda, and Sainsburys; selling on Amazon and Shopify; as well as partnering with major Highstreet chains such as Joe and the Juice and Blacksheep. Finally, Levi turns the tables and ask's Max's advice on how he would optimize PerfectTed on Amazon, particularly for Amazon's new search Algorithm COSMO.

This is a rebroadcast of an episode that originally aired in 2024.

Welcome to the first episode of Agentic Commerce Architects. Max Sinclair sits down with Emma Lifer, Marketplace SEO and Merchandising Manager at Grüns, one of the fastest growing supplement brands on Amazon, to unpack how a real practitioner is winning visibility across Alexa for Shopping, Walmart Sparky, ChatGPT, Gemini and beyond.

Emma leads SEO, AEO, affiliates and marketplace sales at Gruns, and previously spent three years leading SEO at Front Row Group. In this conversation she shares exactly how she manages agentic commerce day to day, including why she treats AI shopping as another aisle, how she balances writing for humans and agents, and why she makes content changes weekly without fear of tanking her rankings.

In this episode:

• Why the old wives' tale that changing your Amazon content destroys your rank is dead
• How AI agents treat the Buy Box, stock status and pricing differently to human shoppers
• Whether agentic checkout will quietly erode Subscribe and Save economics
• Compliance risk for supplement brands when Alexa hallucinates health claims, and how to correct it through backend attributes, reviews and Q&As
• Counterfeits and copycats in an agentic world
• How Emma drives cross-functional alignment across PR, PPC, legal and brand without a formal task force
• The three practical first steps any brand can take on agentic commerce optimisation, starting with backend attributes
• Do AI agents help challenger brands differentiate, or flatten everything into cheapest and best rated?

Whether you manage five SKUs or five thousand, this is a tactical, in-the-weeds look at what actually works right now.

Hosted by Max Sinclair, Co-founder and CEO of Azoma, the Agentic Commerce Optimisation platform. Learn more at azoma.ai.

Agentic commerce is moving from buzzword to boardroom priority - but what should brands actually do next? In this episode of Digital Deep Dive, Aaron Conant is joined by Lauren Liv Gilbert of the Digital Shelf Institute and Max, founder and CEO of Azoma, to translate a fast-changing landscape into a clear, practical strategy for brand and ecommerce leaders.

Together, they unpack the 5 Cs of Agentic Commerce: Completeness, Context, Citations, Correctness, and Customer Acquisition. (Download the full whitepaper).The conversation explores how structured product data makes products eligible for AI recommendations, why listings must answer real shopper questions, where platforms such as ChatGPT, Gemini, Amazon’s shopping assistant, and Walmart’s Sparky source their information, and how brands can identify and correct inaccurate AI-generated claims. The framework is designed as a compounding flywheel, connecting digital-shelf fundamentals with measurable commercial growth.

From building contextual product content and earning trusted citations to navigating Reddit, brand.com, earned media, AI personalisation, and emerging measurement challenges, this episode offers an actionable roadmap for competing on the agentic shelf.