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.