Writing on the AI commerce shift for marketplace sellers.
Generative Engine Optimization, Agentic Engine Optimization, and what marketplace brands actually need to do as Rufus, Sparky, ChatGPT, and the agentic surfaces redefine product discovery.
Recent essays
83% of Marketplace Sellers Use AI. 25% Say It Hasn't Moved Anything. Here's the Gap.
The Marketplace Pulse 2026 Seller Index surveyed sellers representing $2B+ in revenue. 83% use AI. 25% report no measurable results. Amazon's Rufus made $12B. Here's why platform AI is winning and seller AI is not, and what to change.
Six Months Ago, Agentic Commerce Was a Thesis. Today, Every Major Research Firm Has Put a Number on It.
Morgan Stanley, McKinsey, Gartner, IDC, and Juniper Research all published agentic commerce forecasts in the last six months. They agree on the direction. Walmart, Amazon, Meta, and OpenAI are shipping products that confirm the forecasts. Here's what marketplace sellers should do given the consensus.
Walmart's Q1 Earnings Revealed the Real Sparky Shift: From Discovery to Reorder
Everyone is quoting Walmart's Sparky growth numbers from Q1 earnings. The line that matters is about usage: Sparky is becoming a reorder engine for consumables, not just a discovery tool. Here is what that means for marketplace sellers.
The Two Pillars
Generative Engine Optimization and Agentic Engine Optimization. The framework, the data, and the practical work for brands navigating the shift.
Generative Engine Optimization
How marketplace brands get recommended by AI engines. The 6-dimension framework (WHO, WHEN, WHERE, WHY, WHAT, AI Retrievability) scored across 10 product categories on RecoScope.
Read the GEO pillarAEOAgentic Engine Optimization
What changes when AI agents complete the purchase, not just recommend the product. Operational across Amazon, Walmart, and the AI surfaces in 2026.
Read the AEO pillarSelected case studies
Moved a Top Pet Care Brand from BSR #11 to #5 on Amazon
BSR improved from #11 to #5 in 90 days with +34% organic traffic
ReadProduct LaunchLaunched a New Product to Amazon's Top New Release Badge
Top New Release badge in 14 days, first month revenue exceeded 90-day projection by 40%
ReadAdvertising StrategyRestructuring an Amazon Ad Account from ROAS-Obsessed to Growth-Focused
Monthly revenue up 28% with new-to-brand customers jumping from 18% to 41%
ReadTwenty years inside Amazon and Walmart. Currently writing on the AI commerce shift while serving as Merchandising Manager at Kent. The consulting practice is on pause while Kent and other commitments come first.
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