If you’re an e-commerce seller tired of seeing your ideas and hard work ripped off by knockoffs, this conversation is your playbook for real brand protection and growth.

Our guest, Shannon Roddy, is the VP of Sales & Marketing at Avenue7Media—a powerhouse agency with over 450 years of combined Amazon and Walmart experience. Avenue7Media helps brands win with everything from advanced Amazon advertising (DSP & CTV) to catalog health, customer engagement, and competitive strategy. Shannon has worked with over 250 companies and empowers entrepreneurs to launch, grow, and defend their brands online.

In this episode, you’ll learn:

• Why “dupe culture” is exploding and how to fight back as an Amazon seller

• The difference between protecting your product and protecting your brand—and why the latter matters more

• How to trademark your brand, secure patents, and use intellectual property as a strategic defense

• Actionable steps for creating a memorable brand name and logo that stand out in any category

• How to build emotional connection and loyalty through storytelling and customer experience

• Proven strategies to go premium, add value, and make your brand impossible to ignore—even in crowded markets

Whether you’re just starting out or running an established Amazon storefront, Shannon’s insights will help you outsmart imitators, safeguard your brand, and build a business that lasts.

Key topics covered:

• Amazon brand protection

• E-commerce strategy and growth

• Trademarks, patents, and IP for sellers

• How to stop copycats and hijackers

• Building brand equity and emotional connection

• Avenue7Media’s 7Avenues™ framework

• Real-world tips for Amazon and Walmart sellers

👤 ABOUT SHANNON RODDY & AVENUE7MEDIA:

Vanessa is a true thought-leader in the Amazon community with years of hands-on experience working with brands of all shapes and size. In addition to lending her voice to ecommerce discourse, Vanessa is also the founder of Online Seller Solutions.

Whether you’re a new seller needing ad hoc support or a Fortune 100 brand seeking custom solutions, Avenue7Media’s comprehensive approach and proven track record make them the trusted choice for over 10,000 brands.

Visit the Avenue7Media website: https://avenue7media.com

🕒 TIMESTAMPS:

• [00:00] Build An Unbeatable Amazon Brand

• [01:04] The Rise of the Dupe Culture

• [04:39] Brand Protection Vs Brand Identity

• [06:44] Brand Trademarks

• [10:45] What Prospective Sellers Should Consider

• [15:28] Defending Against Knockoffs

• [17:51] A Moat of Defensibility

• [21:38] New-To-Brand Customers

• [22:51] Amazon Brand-Tailored Promotion

• [24:01] Converting Bad Customer Experiences

• [29:00] The Right Way to Engage Customers

• [30:45] Product Assortment

• [35:15] Customer Preferences Are Always Changing

• [37:07] How Can Legacy Brands Compete with Knockoffs?

• [41:06] Customer Loyalty Is At An All-Time Low

• [46:44] Recap and Closing Remarks

In this episode of The Seller’s Edge podcast, we look at the top mistakes that can derail even the most promising Amazon businesses, and reveal how savvy sellers use market intelligence to stay ahead. Our expert guest, Erika Van Rampelbergh, a seasoned e-commerce strategist, shares real-world insights on why so many Amazon sellers go broke and how you can fix it with advanced market research and data-driven decision-making.

Learn how to spot and capitalize on emerging Amazon trends before your competitors even notice, avoid product launch disasters, and prevent costly overstocking mistakes. We discuss the market intelligence formula top sellers use to achieve consistent profits, and why launching another product without this knowledge could put your brand at risk. You’ll also discover how to use market intelligence to outperform competitors and unlock massive growth on Amazon.

We spotlight DataHawk, a leading analytics and optimization platform trusted by top brands and agencies. DataHawk empowers Amazon sellers to automate data collection, track trends, and make smarter, more profitable decisions across Amazon, Walmart, and other major marketplaces. Recently acquired by Worldeye Technologies, DataHawk continues to set the industry standard for tools that drive visibility, profitability, and operational excellence.

Whether you’re a new seller or a seasoned pro, this episode is packed with actionable strategies, practical tips, and expert advice to help you avoid common pitfalls and achieve long-term success on Amazon.

👤 ABOUT ERIKA VAN RAMPELBERGH:

Erika is an expert when it comes to e-commerce selling and how analytical data stacks can optimize brand performance. She has over a decade of hands-on experience selling on various platforms, including Amazon, but also helping grow small businesses and enterprise brands.

Visit the DataHawk website: https://datahawk.co

Connect with Erika on LinkedIn: https://www.linkedin.com/in/erikavanrampelbergh

🕒 TIMESTAMPS:

• [00:00] Erika Van Rampelbergh from DataHawk

• [01:09] The Importance of Market Intelligence

• [02:36] Improving Business Decisions

• [06:48] Impact of Product Variations

• [10:24] Complementing Intuition & Experience

• [12:45] Ensuring Successful Product Launches

• [15:29] Tracking Product Category Health

• [19:36] Benchmarking Competitors

• [22:29] Assessing Investments & Acquisitions

• [27:25] Predicting Broader Market Impacts

• [28:04] Monitoring Positive Trends

• [30:49] Maintaining the Highest Data Accuracy

• [35:29] Recap and Closing Remarks

Key Topics Covered:

• Why Market Intelligence Is Critical for Amazon Sellers

• How to Avoid Product Launch Disasters with Smart Market Research

• Spotting and Capitalizing on Profitable Amazon Trends

• Overcoming Overstocking Nightmares and Inventory Management Mistakes

• Outperforming Competitors with Data-Driven Strategies

• How DataHawk and AI-Powered Analytics Transform Amazon Businesses

Who Should Listen:
Amazon FBA sellers, e-commerce entrepreneurs, Amazon brand owners, and anyone looking to grow their business on Amazon with data-driven insights.

Keywords for SEO:
Amazon seller, market intelligence, FBA seller, Amazon brand, market research, product launch, profitable trends, overstocking, data-driven, competitor analysis, DataHawk, AI analytics, Amazon trends, inventory management

Guest Bio:
Our guest is a respected e-commerce strategist with extensive experience helping brands succeed on Amazon. With a passion for data-driven growth and a track record of building profitable online businesses, they bring actionable insights and real-world examples to every discussion.

In this essential episode of The Seller’s Edge, host Jonathan welcomes Kiri Masters—Amazon strategy expert, author, and digital retail innovator—to unpack the future of Amazon search and what it means for e-commerce brands and Amazon sellers.

Are you ready for the next big shift in Amazon’s marketplace? Amazon’s new AI shopping assistant, Rufus, is transforming the way customers find products, moving beyond keyword-based search to a more conversational, personalized, and intuitive experience. But what does this mean for your product listings, advertising strategies, and overall success as an Amazon seller?

👤 ABOUT KIRI MASTERS:

Kiri Masters is a leading authority in Amazon strategy and digital retail, with over a decade of experience helping brands succeed on Amazon. She’s the founder of Bobsled Marketing (acquired by Acadia), a published author, and a frequent contributor to industry publications. Kiri brings a wealth of knowledge on Amazon algorithms, e-commerce trends, and the practical steps sellers need to stay competitive.

Visit her website: https://kirimasters.com

In this episode, you’ll learn:

• What Rufus AI is and how it’s different from Amazon’s traditional search algorithm

• Why keyword stuffing is becoming obsolete—and what to do instead

• How click training data and real shopper behavior are shaping which products get seen and purchased

• The growing importance of accurate product attributes, compelling imagery, and authentic customer reviews

• How AI-driven personalization is changing product rankings and making old rank-checking tools less reliable

• What the future holds for Amazon advertising, retail media, and the evolving relationship between brands, consumers, and AI agents

🕒 TIMESTAMPS:

• [00:00] Rufus Is Changing Everything

• [01:05] How Does Rufus AI Work?

• [03:56] Are Keywords Obsolete?

• [07:36] What Will Replace Keyword Ranking?

• [09:47] What Impact Will Rufus Have On Ads?

• [12:44] Does Rufus Prioritize Specific Listing Elements?

• [14:45] The Science Behind Click-Training Data

• [15:26] Visual Label Tagging

• [16:33] Keywords In The Image Stack

• [18:20] Leveraging Fringe Use Cases in Customer Reviews

• [21:00] Which Product Categories Will Rufus Impact Most?

• [23:46] How Will Rufus AI Evolve In 6-12 Months?

• [25:04] Open AI Operator’s Retail Capability

• [26:06] The Way Loyalty Programs May Change

• [29:25] Has This Altered Your Approach To Retail Media?

• [32:34] What Does This All Mean For The Future?

• [37:42] Recap and Closing Remarks

Key Takeaways:

• Focus on clear, accurate, and detailed product information

• Optimize listings for engagement and conversion, not just keywords

• Leverage customer reviews and real-world use cases to enhance your product’s appeal

• Prepare for a future where AI and personalization dominate Amazon search

• Stay agile and keep learning as the e-commerce landscape evolves