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

In this episode of The Seller's Edge, host Jonathan welcomes Daniel Hannig, a content marketing expert at SellerLogic, one of the foremost SaaS companies helping Amazon sellers automate and optimize their businesses. Daniel shares powerful insights about how successful Amazon sellers think beyond simple product tools by embracing a holistic approach—factoring in niche expertise, geopolitical influences, and smart product sourcing strategies.

You'll hear the fascinating story of a 21-year-old Amazon seller who made a fortune selling glass aquariums, proving the power of niche mastery and deep product knowledge. Daniel also reveals how overlooked areas like FBA reimbursements and pricing automation can make a tremendous difference in your bottom line. Learn how "small" seemingly insignificant errors and lost inventory claims, when tracked and recovered properly, can add up to thousands or even hundreds of thousands of euros.

Daniel highlights the importance of automation to handle tedious tasks such as pricing optimization and reimbursement claims, especially as sellers scale beyond dozens of SKUs. He explains why partnering with service providers who prioritize your profitability matters in Amazon's buyer-first ecosystem.

If you're an Amazon brand owner looking to reclaim lost revenue, streamline your business operations, and expand internationally with confidence, this episode delivers actionable tips and deep industry expertise to help you sell smarter and grow faster in 2025.

💡Key Topics Covered:

- Global and political factors shaping product demand

- Niche mastery and strategic product sourcing

- SellerLogic's automation for pricing and reimbursement claims

- FBA reimbursement processes and common seller mistakes

- Tools to maximize time efficiency and business growth

- Challenges of international market entry and VAT compliance

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🕒 TIMESTAMPS:

[00:00] Introducing SellerLogic with Daniel Hannig

[01:17] Cultural Approaches to Product Discovery

[02:41] How To Position Your Brand In A Niche

[04:03] Selling Breakable, High-Risk Items

[04:48] Advice For Expanding Into International Markets

[07:32] Pricing Optimization

[08:25] Reimbursement Claims

[09:53] All the Money Adds Up

[11:11] Walking Through A Reimbursement Scenario

[12:22] Inbound Shipment Claims

[13:54] Lost Items & Missing Returns

[14:29] The Complexity of Amazon FBA

[17:07] Recap and Closing Remarks

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Why Watch This Episode?

✔ Learn how to multiply small FBA reimbursements into significant revenue

✔ Discover the power of automation in pricing and inventory management

✔ Understand how geopolitical trends affect sourcing and sales

✔ Gain insights into scaling beyond manual processes with 60+ SKUs

✔ Real-world examples of profitable, niche-focused Amazon selling

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👤 ABOUT DANIEL HANNIG & SELLERLOGIC:

Daniel Hannig is a seasoned marketing professional and Content Marketing Specialist at SellerLogic, a SaaS company specializing in automation tools that empower Amazon sellers to optimize their businesses. With a Master of Laws (LL.M.) in International Law and extensive experience in marketing, legal consultancy, and e-commerce, Daniel combines deep industry knowledge with practical insights into pricing strategies, reimbursement recovery, and automation.

SellerLogic is a Düsseldorf-based e-commerce technology company that provides advanced software solutions designed to help Amazon sellers reclaim lost FBA reimbursements, implement dynamic pricing strategies, and save time on manual tasks. Their flagship tools, including the SellerLogic Repricer and Lost & Found reimbursement system, enable sellers to maximize profitability and streamline operations in a buyer-centric marketplace.

Visit SellerLogic website: https://www.sellerlogic.com/en/

The Real Product Development Blueprint for Amazon Sellers

In this episode, host Jonathan dives deep with product design and brand strategy expert Kyle MacDonald, who brings over a decade of experience helping e-commerce brands launch successful products on Amazon and beyond. Kyle, currently leading product innovation at Aromatherapist LLC and formerly a design lead at Thrasio, shares a no-nonsense framework for building products that truly connect with customers and avoid the costly pitfalls most sellers face.

If you're an Amazon brand owner or e-commerce entrepreneur wondering how to validate your product ideas, navigate manufacturing timelines, or craft compelling brand stories rooted in real customer needs, this episode is packed with actionable insights for you. Kyle breaks down the complete product development process—from dedicating at least 16% of your budget to frontline research to the iterative testing and synthesis required to get your design right before manufacturing.

Listeners will learn why "feature bloat" is a silent killer of competitive products, how to tap into customer rituals to build loyalty, and why the timing and collaboration with manufacturers can make or break your launch. Discover how marrying product design with marketing storytelling leads to authentic brands that outperform on Amazon's crowded marketplace.

Episode highlights include:

• The critical role of deep market, consumer, and technical research before investing in inventory

• Why precision and narrow focus beat trying to please everyone with product features

• A breakdown of stages: research, prototype development, validation, design for manufacturing, and launch

• How "fail fast" means smart, iterative testing—not rushing to ship

• Aligning authentic customer feedback with your marketing message for genuine brand stories

• Insider tips on working with overseas manufacturers to ensure quality and speed

Equip yourself with the tools and mindset to take your Amazon product from idea to bestseller, saving time, expense, and costly mistakes. Whether you're launching your first product or scaling an established brand, Kyle's expertise will inspire you to build smarter, faster, and with real customer connection.

👤 ABOUT KYLE MACDONALD:

Kyle MacDonald is a product designer and brand strategist with over a decade of experience helping e-commerce, CPG, and lifestyle brands bring winning products to market. He has held key roles at Thrasio, one of the leading Amazon acquisition companies, where he applied his expertise in research-driven design and customer validation. Kyle has also served as a design instructor at the University of Utah, where he teaches the principles and methodologies that separate successful product launches from costly failures. His approach emphasizes focused product development, strategic prototyping, and building authentic brand stories grounded in real customer needs.

## 🕒 TIMESTAMPS:

[00:00] Introduction

[00:49] Everyone Rushes Products

[01:42] Manufacturing Can Be Tricky

[03:04] Fatal Product Flaws

[07:58] Seller Blindspots

[10:26] Leveraging Failures

[11:58] You Have To Prove Yourself Wrong

[12:49] 3 Kinds of Research

[15:13] Turning Insights Into Innovation

[17:28] Get A Headstart on Marketing

[20:04] Design Vs. Technical Feasibility

[23:15] Skipping A Step Can Be Fatal

[25:03] Ensure Your Product Is Manufacturable

[27:11] Timeline For Tooling & Production

[33:05] The Most Problematic Part of The Process

[35:45] Balancing Product & Marketing

[40:32] Small Changes, Massive Impacts

[46:37] Recap and Closing Remarks