How to Build Brand Authority on Amazon in an AI-Driven World
Fri Oct 31 2025
In this episode of The Seller's Edge, host Jonathan sits down with Bryan Phelps, founder and CEO of Big Leap, to explore the evolving landscape of SEO and marketing for Amazon sellers and ecommerce brands. Bryan brings over 18 years of expertise in helping companies grow through a strategic blend of SEO, paid media, content marketing, and brand-driven performance.
As AI and large language models become more prominent, Bryan shares practical insights on how these technologies are reshaping search behavior and influencing ecommerce marketing — not by replacing human connection, but by expanding reach and driving smarter strategies. The conversation uncovers why traditional keyword research is no longer enough, emphasizing an audience-first approach that integrates SEO with PPC, conversion rate optimization, and product marketing for cohesive, sustainable growth.
Listeners will learn how to track marketing metrics holistically, avoid common pitfalls like tunnel vision on a single KPI, and leverage brand ideology to create authentic content that builds loyalty and long-term customer relationships. Bryan also offers unique perspectives on how private equity principles can help smaller ecommerce sellers scale strategically and how a curious, adaptive mindset will be essential in a rapidly changing digital environment.
This episode is packed with actionable tips and thought leadership ideal for Amazon sellers, digital marketers, and ecommerce professionals aiming to future-proof their marketing efforts in 2025, 2026, and beyond.
👤 ABOUT BRYAN PHELPS & BIG LEAP:
Bryan Phelps is the founder and CEO of Big Leap, a digital marketing agency specializing in scalable growth systems through brand-led performance marketing. Since founding the company in 2008, he's grown it from a solo consultancy into an 80+ person agency trusted by high-growth startups and private equity-backed brands.
Bryan and his team have led 1,000+ campaigns using their Brand-Led Performance Marketing framework—integrating paid media, SEO, content, digital PR, and revenue operations to drive efficient customer acquisition. Investors, founders, and marketing leaders turn to Big Leap when short-term tactics fail and a more resilient strategy is needed.
When he's not leading the agency, Bryan can be found with his family, on the golf course, or rewatching The Office and Parks and Rec.
Visit Big Leap's website: https://www.bigleap.com
## 🕒 TIMESTAMPS:
[00:00] Intro to Bryan Phelps from Big Leap
[00:59] How Has AI Changed SEO?
[02:39] Google Snippets Have Grown Unreliable
[04:34] Are Keywords & Content Outdated?
[06:26] Defining "High Quality Content"
[07:32] The Strongest Performing SEO
[09:27] Disconnect Tactics to Brand-Led Performance Marketing
[11:14] Examples of Brands Unifying SEO and Branding
[13:27] Ways to Use AI While Maintaining Authenticity
[16:04] Important Metrics When Measuring Performance
[18:09] Teams Have Grown Complacent With Data
[20:54] Lessons Small Sellers Can Learn From Big Companies
[22:10] Ensuring Tactics Work Together And Not Compete
[25:44] The Effectiveness of Novelty
[27:19] Crucial Advice About Marketing
[28:20] Recap and Closing Remarks
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In this episode of The Seller's Edge, host Jonathan sits down with Bryan Phelps, founder and CEO of Big Leap, to explore the evolving landscape of SEO and marketing for Amazon sellers and ecommerce brands. Bryan brings over 18 years of expertise in helping companies grow through a strategic blend of SEO, paid media, content marketing, and brand-driven performance. As AI and large language models become more prominent, Bryan shares practical insights on how these technologies are reshaping search behavior and influencing ecommerce marketing — not by replacing human connection, but by expanding reach and driving smarter strategies. The conversation uncovers why traditional keyword research is no longer enough, emphasizing an audience-first approach that integrates SEO with PPC, conversion rate optimization, and product marketing for cohesive, sustainable growth. Listeners will learn how to track marketing metrics holistically, avoid common pitfalls like tunnel vision on a single KPI, and leverage brand ideology to create authentic content that builds loyalty and long-term customer relationships. Bryan also offers unique perspectives on how private equity principles can help smaller ecommerce sellers scale strategically and how a curious, adaptive mindset will be essential in a rapidly changing digital environment. This episode is packed with actionable tips and thought leadership ideal for Amazon sellers, digital marketers, and ecommerce professionals aiming to future-proof their marketing efforts in 2025, 2026, and beyond. 👤 ABOUT BRYAN PHELPS & BIG LEAP: Bryan Phelps is the founder and CEO of Big Leap, a digital marketing agency specializing in scalable growth systems through brand-led performance marketing. Since founding the company in 2008, he's grown it from a solo consultancy into an 80+ person agency trusted by high-growth startups and private equity-backed brands. Bryan and his team have led 1,000+ campaigns using their Brand-Led Performance Marketing framework—integrating paid media, SEO, content, digital PR, and revenue operations to drive efficient customer acquisition. Investors, founders, and marketing leaders turn to Big Leap when short-term tactics fail and a more resilient strategy is needed. When he's not leading the agency, Bryan can be found with his family, on the golf course, or rewatching The Office and Parks and Rec. Visit Big Leap's website: https://www.bigleap.com ## 🕒 TIMESTAMPS: [00:00] Intro to Bryan Phelps from Big Leap [00:59] How Has AI Changed SEO? [02:39] Google Snippets Have Grown Unreliable [04:34] Are Keywords & Content Outdated? [06:26] Defining "High Quality Content" [07:32] The Strongest Performing SEO [09:27] Disconnect Tactics to Brand-Led Performance Marketing [11:14] Examples of Brands Unifying SEO and Branding [13:27] Ways to Use AI While Maintaining Authenticity [16:04] Important Metrics When Measuring Performance [18:09] Teams Have Grown Complacent With Data [20:54] Lessons Small Sellers Can Learn From Big Companies [22:10] Ensuring Tactics Work Together And Not Compete [25:44] The Effectiveness of Novelty [27:19] Crucial Advice About Marketing [28:20] Recap and Closing Remarks