#730 – How to Get Your Amazon Product Recommended By AI

AI is quickly becoming the new “front page” for product discovery on Google, in ChatGPT/Gemini-style engines, and even inside Amazon with Rufus. In this episode, Bradley sits down with Leo Sgovio, a longtime seller who’s sold tens of millions online, to break down what it actually takes to get your product recommended by AI (not just ranked on Amazon).

Leo shares a practical GEO (Generative Engine Optimization) approach: build your brand around a domain you can own, publish AI-readable assets (like spec PDFs, schema, and other crawlable files), and then earn mentions where AI systems pull real-world signals, especially Reddit, press releases, and other trusted sources. The big takeaway: in many categories, showing up in AI answers can prompt shoppers to search for your brand directly on Amazon, creating demand that doesn’t require paid ads.

We also dive into what sellers should do within Amazon to stay ahead of the AI curve. Such as using competitor questions to guide listing copy, treating Rufus as new “search real estate,” and optimizing A+ and image assets (including metadata and keyword placement). Additionally, Leo discusses launching products in competitive niches using PPC-only (no giveaways) and why Amazon fundamentals remain important despite the impact of AI on the discovery process.

In episode 730 of the Serious Sellers Podcast, Bradley and Leo discuss:

• 00:00 – Leo Sgovio’s Seller Story: Tens Of Millions Sold Online
• 01:22 – From Italy To Engineering And Early Hustles
• 03:12 – First Online Sales: China Sourcing Before Alibaba
• 04:34 – First Amazon Brand (2015): Skincare In Canada
• 05:50 – SEO Throwback: The “Write To Santa” Website
• 08:09 – The $7M Year And The Brand Crash To Zero
• 10:41 – Pivot To Games + Winning In Competitive Niches
• 12:22 – GEO Strategy: Website Files That AI Can Crawl
• 13:48 – Mentions That Matter: Reddit, Wikipedia, PRs
• 16:13 – Tools Leo Uses: Black Box, Cerebro, QPD Alerts
• 20:24 – PPC-Only Launch: 3,000 Units With No Giveaways
• 24:48 – Optimizing For Rufus + Next-Gen Amazon AI
• 29:06 – Image SEO: A+ Keywords, Metadata, And Ranking

Transcript

Bradley Sutton:

Today, we talked to Leo who sold tens of millions of dollars online. We’re going to talk about some of his losses, like how his once $7 million a year brand went to zero, but also his victories, including how he had a super successful launch in a very competitive niche last year in 2025. How cool is that? Pretty cool. I think.

Bradley Sutton:

Hello, everybody. And welcome to another episode of the Serious Sellers Podcast by Helium 10. I am your host Bradley Sutton. And this is the show that’s a completely BS free organic conversation about serious strategies for serious sellers of any level in the e-commerce world. And we’ve got somebody today that you might know as an expert, maybe a service provider, a software creator, a guru, if you will, some people don’t like that word, but we’re going to learn about our guests today, Leo from a different aspect, and that’s as a brand owner, because that’s what we do here on the Serious Sellers Podcast. Now, as we talk to brands and the reason why Leo is so successful doing those other things is because he has been a seller for years himself. So Leo excited to kind of like talk to you at a little bit of a different angle today.

Leo:

Thanks for having me today, Bradley. I appreciate it as always. And thanks everyone for tuning in. So happy to be here.

Bradley Sutton:

Awesome. Awesome. Where were you born and raised?

Leo:

I was born in Italy actually. And grew up there until I was 23 years old.

Bradley Sutton:

23.

Leo:

Yes.

Bradley Sutton:

Wow. Did you go to university in Italy?

Leo:

I did. Yes. I did go to university there.

Bradley Sutton:

Where did you study?

Leo:

Mechanical engineering.

Bradley Sutton:

No wonder why you have a technical mind. And there you go.

Leo:

Exactly. I’ve always been passionate about this. I think I said this story before, but when I was a kid, my parents gave me this radio as a gift and I just took it apart. My mom was so upset. I just wanted to understand what was inside the radio. I put it back together. It still works. But yeah, that’s my kind of like inner curiosity, you know, about all this tech stuff.

Bradley Sutton:

Did you ever work in that field or is that the time when you graduated that you actually, you already moved out of the country?

Leo:

No. I know, you know, I did mechanical engineering because back in Italy, I think this still works today the same way, but teachers, like they try to identify where you’re good at, right? When you are like mid school, like, so between 13 and like 12 or 15. And so they ask you, Hey, you know what do you like to do? And at the time I was really good with AutoCAD. Do you know AutoCAD? And just like building stuff. And so they’re like, oh, I think you, you’d be really good in the mechanical field and that would be a very good full-time position for you. So they just project you into this full-time nine to five job. And so I went to this to the school to learn that. But I think what I learned the most, it was not actually after it was during the breaks, the summer breaks, I went to work with some family members, you know, like fixing car parts or like doing gardening and Mike, my uncle, was an electrician. So I did that. And they still do that today. Sometimes my, like, that’s my hobby. I like electrical and just fix stuff. So yeah, that’s how I learned.

Bradley Sutton:

Now, when was the first thing that you sold online? Like about what year, what platform was it?

Leo:

Oh, I think it was 2003 or two. Probably like I, it was shoes from China. I, at the time there was this chat. Do you remember AOL days? I think they had a chat, um, which allowed me to connect with some Chinese suppliers at the time. And I found a supplier that was selling shoes. And so I used to import the shoes from China to Italy and sell it just, you know, in my town, but I made good money at the time. I even bought my first car when the money I was making was selling shoes. Everybody was like buying shoes from me.

Bradley Sutton:

So sourcing from China before Alibaba was even a thought yet.

Leo:

Yeah, yeah, yeah, yeah. That’s what I was doing. And I continue to remember what I used to, like, what was the website? I don’t think there was a website at the time. It was just, you know, like just live chat. And then I was sending money via PayPal at the time. But, uh, eBay was my first online sale after I was doing well locally. I started selling on eBay as well. And yeah, that was my, kind of like how I got passionate about this industry.

Bradley Sutton:

So now 20 years of selling over 20 years of selling online. What was your first like serious, like private label, Amazon brand, would you say, 2010 sometime in there?

Leo:

It was 2000, end of 2015.

Bradley Sutton:

Okay. What was that first product that you sold?

Leo:

It was skincare.

Bradley Sutton:

Skincare. Okay.

Leo:

Yeah. I started the skincare line in Canada. And that was a really tough way, I would say to start. It was kind of easy at the time because in Canada it wasn’t competitive. But I’m a perfectionist. I always like to, you know, build things that look good, either whether it’s a software or anything that I really put my hands on, I want it to look great. And so my mistake at the time was to launch this brand that was unconventional. I know I was trying to source bottles from China that were different, like square, like more like perfume bottles, instead of just sourcing any glass bottle and put a label on it. Most of my competitors at the time, they’re my successful friends as well. And so that kind of backfired on me a little, because I was trying to just be, become this luxury, you know, skincare brands and at the time Amazon was so easy, I didn’t need to do that.

Bradley Sutton:

Yeah.

Leo:

So yeah, that was my first thing. But you know, there is one thing that I don’t think, you know, before, you know, what really got me passionate more in the early days, I used to have this Santa site. I bought a domain, it was right to Santa. And I used to make quite a bit of money and employ my family during Christmas. This was in Italy. I used to live already in Canada at the time. So I opened this website in Italy and what I was doing, I had this script. It was on PHP at the time. So kids used to come to the website. It’s all organic traffic because you know, I was always doing SEO at the time. So I was able to rank this on the first page of Google for right to Santa, write a letter to Santa, all these kinds of keywords. And so kids were coming to the website and there was a simple form, you know, what would like, what would you like to get from Santa this year, what’s your name, where you’re from. And then it will automatically generate a response from Santa. It’s like, Hey, John, you are on the good kids list. Right.

 Leo:

And, and so, the way I made money the first year was just by putting a bunch of Google AdSense ads, right on the page. So because of Nora Santa tracker, you know, the Nora Santa tracker, which basically was there in some of the keywords, Google used to place ads related to GPS trackers, which were really ICPC ads. And so my check at the end of the month was like three, 4k from Google ads. The next year, I took it a step further. So people now could order a physical letter from Santa. So I had my parents, basically my aunt owns a, like this printing shop in Italy.

Bradley Sutton:

This is before AI and chatbots where you could have automatic responses. You actually had to have people write.

Leo:

Yeah, for sure. So I got, you know, these kids were choosing from different templates or it’s like parents obviously choosing from different templates. My parents were printing the letters and my brother was actually putting the stamp with wax, like, so real, real nice, nice letters, you know, burning with the flame all around to make it look like this authentic letters. And yeah, that was also good. But then I made a huge mistake one year, I forgot to renew the domain and Chinese bought it and I lost that. My parents loved it. Like they really loved during Christmas time doing this.

Bradley Sutton:

That’s a true entrepreneurial mindset right there for sure. Now, what was your biggest year of sales? Would you say, since you started that first product in 2015?

Leo:

2019, I think.

Bradley Sutton:

During COVID? Was that during COVID or right before COVID?

Leo:

It was just before COVID.

Bradley Sutton:

Okay. Just what did you hit? What figure?

Leo:

At the time I think we were doing 7 million or so. It was Canada.

Bradley Sutton:

7 million in Canada. That’s crazy.

Leo:

Yeah. Cause we had a really good line.

Bradley Sutton:

That’s like 60 million in US or something.

Leo:

So, you know, in Canada, you know, worked really well. Cause Canadians were, you know, they’re very proud of promoting their or buying from Canadian brands. But then what happened to me was that during that year, when COVID hits, right, the same lab that was making my products with they started manufacturing and sanitizer. And so one day, I wake up and my listing was just getting a bunch of one-star reviews and I’m like, what’s going on here? And so what happened was they probably made my formulation in the same funnels that they were using for hand sanitizer and some alcohol went in my formula. And so people were getting like irritation on their skin. So I bought it myself. I thought it was just Chinese. I bought it myself. And I had the same reaction on my face and I got so demotivated that I basically stopped selling at that brand in Canada after, you know, my-

Bradley Sutton:

So from my 6, 7 million to zero.

Leo:

Because the Asian just, you know, started dying.

Bradley Sutton:

Yeah.

Leo:

We went from 4.6, 4.7 to all the way to four. And so you get really, you know, it was kind of depressing at the time. Then COVID and like the whole thing was just, they couldn’t get the actual bottles from China. So a few things didn’t go the right way. And that’s when we got into games after.

Bradley Sutton:

And then, so was that your first entry into Amazon USA and you were just exclusive Canada before?

Leo:

Yes. So this was in Canada. I also worked with a couple of other friends as a partner in the supplement space. Okay. At the time, we did very well also with supplements in US. And one of the biggest actually was during COVID for one of these supplement that was about immune support. We were one of the only ones being able to sell immune support capsules because we had partnered also with the manufacturer. And so we were probably one of the few always in stock because everybody was selling out. So that was also a very good journey. What I learned a lot about supplements but I would say after that, some of the biggest days are actually now happening now with our games. So I’m very happy to I’ve got into this niche.

Bradley Sutton:

You launched a couple, one or two products this year, even right?

Leo:

We did. Yes.

Bradley Sutton:

How did those go?

Leo:

They did extremely well. Actually. We were surprised. My business partner messaged me the other day. It’s like, oh, we’re crashing it this year. And I think, yeah, like we were going heavy again next year with five more products. But the reason that I think we were doing very well in this niche is that we kind of understood how to be profitable and how to kind of differentiate ourselves in this industry. And so, I’m happy because you can target also different type of personas in that niche. Like you can sell it to parents, you can sell it to relatives, grandparents looking for buying, you know, gifts for their, you know, grandchildren. So, yeah, that’s, that’s pretty much what, I’ve been involved with selling on Amazon.

Bradley Sutton:

Okay. Interesting. Now, yesterday you actually spoke as an expert at our, one of our Elite workshops, and we’re not going to go into too much into detail about what you talked about. That’s for Elite members, but can you talk a little bit about the very interesting part, um, that you were presenting about the, how you can start ranking in AI results easily as Amazon sellers, because that’s one of the things that you’re doing for your own brand that you’re selling is, Hey, I’m not just relying on Amazon advertising or Amazon SEO, but I want to pick up traffic outside, and so that’s probably one of the reasons, because somebody out there might be thinking, well, how in the world can you launch games or card games or something like that? Isn’t that saturated? But probably, you know, like some of these saturated niches, you can still get into when you combine these unique strategies. So just talk briefly about like, what kind of, how you’re able to bring some like AI and other SEO traffic to your Amazon listing.

Leo:

Well, I think because of my SEO background, it comes very easy to me to optimize my website. When we do launch a product, like the very first thing I do before we even come up with a brand name, I check if the domain is available. So if the domain is available, we go with that brand. So I want to make sure that the website is set up and obviously optimized for search engines. Now, today the game has changed a little, so you have to optimize for generative engines such as ChatGPT or Gemini. So yesterday I showed also here that by uploading certain type of files to your domain, you allow generative engines to crawl your website and understand what your product is about, or what, you know, your products are about.

Leo:

And so that’s the number one thing. I even built a GPT where you can just give it an ASIN and this GPT will generate for you, I think it’s five or six different files, the specification file, which is normally a PDF file. If you sell supplements, it just prints a label with all the nutritional facts or the schema markup language. And there is an LLMS.txt, which is, there’s a lot of controversy today in our industry about the effectiveness of this file. But anyway, that’s step number one, right? So you optimize your website so that this generative AI engines can actually understand and read.

Leo:

Step number two, you now need to also have some sort of mentions outside. The best probably source today is Reddit. If you can get your brand featured on Wikipedia, which there are some paid services out there that allow you to do so, you can do that. And that’s extremely powerful. Press releases. We noticed that press releases are by far right now, probably the most, the easiest and the most effective way to get you positioned or visible in the AI overview on Google. And so because you guys see on Google right now, what happened is that once you see the AI overview, most likely people don’t go and click anywhere else. What we found is that especially in the physical product niche, being there is very effective because people normally will go and look for your brand or product on Amazon after. So, you know, when people ask me sometimes, Leo, I can’t figure out how this, you know, competitor is getting sales. That’s what I like to explain. Like you have to look at everywhere else. And today I’m sharing some of the stuff with your team as well.

Leo:

But yeah, like we, we try to be present from day one across different engines. And right now, you know, ranking on ChatGPT or Gemini, it’s like 1995 on Google, you know, you have a few links, you have a few mentions, you’re, you’re basically number one. And so yeah, that’s my strategy so far. Now you can get obviously more advanced, but in a nutshell, that’s what we do.

Bradley Sutton:

All right. So shameless plug, if you guys want to get more details about that, you need to join the Elite training. He’s Leo is heading up a lot of our Elite trainings now. So if you guys are Helium 10 members, go to h10.me/elite. You’ll learn a lot more of his strategies. But again, we’re not here to just talk about Elite. We’re talking about what you do as a brand. And, and there’s always going to be new, if you want to call it hacks or new, you know, evergreen strategies, like optimizing for, what was the acronym that you used yesterday? Is it AEO or GEO?

Leo:

Some people call it GEO, Generative Engine Optimization. Some call it AEO, Answer Engine Optimization.

Bradley Sutton:

These acronyms two years ago did not exist. Like if you said GEO, people would say, oh, GEO targeting, or it might, it might have meant something else. AEO, who knows what people might have thought you were talking about, but there’s always going to be completely new things that you need to start focusing on. But at the same time, a lot of the fundamentals of running a brand on Amazon are the same or are consistent. Like you still gotta be running your advertising on Amazon. You still have to optimize for Amazon SEO. You still have to do keyword research.

Bradley Sutton:

You still have to find the product. And so thinking about some of the bread and butter things or some of the stuff that you’ve been doing for like 10 years, especially in Helium 10, like what kind of Helium 10 tools are you and your team still using to manage your, your Amazon brands?

Leo:

Well, the tools like, for example, Blackbox, they always come in handy, especially when, you know, the initial phase where we’re trying to understand what’s going on, where, where is the market at? Is there competition? What are some product opportunities. That’s how also we found for scale stories, the product for Natalie, right? And so that’s kind of like step number one. Then with Cerebro, I always look at I always monitor all my competitors. I try to understand, put alerts, set up alerts, like whenever a new keyword, um, you know, is, is coming up that my competitors ranking for that we are not just flag it so that we can go and tackle the keyword, put it, you know, add it to our PPC campaigns. Right now you guys have a lot of new tools, uh, for TikTok, which we also sell on, still like kind of early on, but I’m going to explore more of those, but I would say these are the main tools. I’m not too much involved in my business when it comes to PPC.

Leo:

I just come up with like overall strategy. So, but my team does use also the, the, the PPC tools. But myself, I like more to, I spend a lot of time, you know, like with this SEO background, I try to spend a lot of time on the actual research. And right now you guys have implemented also the query performance data, and which is by the way, also one of my favorite, because it’s, it’s very powerful and it allows me to really dive deep into what’s going on at the market level. So these are where I personally, the tools that I personally like spend most of my time with.

Bradley Sutton:

You mentioned TikTok. What other platforms other than Amazon USA are you on? I assume you’re on TikTok shop. Are you on a Walmart? Are you, do you have a Shopify? What do you want?

Leo:

So Bradley right now, and this is kind of an advice that I typically give also, we try to not spread ourselves too thin, right. Cause I think there is still a huge potential to maximize the Amazon sales and, you know, going to like multi-channel is, it sounds great. It sounds fun. TikTok is different because TikTok is a demand kind of like generation platform. So I think being there is very important for like this during the discovery phase of your product, but everywhere else, you know, we try to just go in, if we are, we believe, or I believe that we have maximized or exhausted, you know, a specific market challenge in this case is Amazon, which when we talk yesterday, we spoke to Josh Hadley, like everyone in our industry thinks Amazon is still probably the most profitable, um, marketplace out there. So right now I don’t think we are, especially with these new brands,  ready to go across different marketplaces.

Leo:

But one thing that we are doing is going into target this year, like this in 2026, and I think it’s also because I saw-

Bradley Sutton:

The online marketplace or the actual target, did you find a buyer or how did you get a broker?

Leo:

Yes. I did find a buyer. They liked our product. They liked the branding. And so we’re hoping now to get in with you know, even their most recent game. But I think being there in target, in retail locations is going to give us a lot more credibility from a brand perspective. And that’s how I saw one of our competitors selling 70,000 units during Q4 versus us that sold about 15,000 units. So if we want to get to that level, I mean, they have 10,000, no, 12, 15,000 reviews. And so that also makes a big difference, but I think the retail footprint is one thing that plays a big role.

Bradley Sutton:

Absolutely. Absolutely. What about the flip side? What’s like the biggest win, like a big surprise you had or an incredible black Friday or a crazy prime day or something went viral that you like had no idea that would happen. Like what’s the biggest win you’ve taken in the last five years, would you say or so?

Leo:

Well, this is basically happening as we speak. We are bidding like Friday and Saturday, Monday sales every day this week. And that is because of a very studied and strategized pricing strategy that we have implemented this year, but also just overall more focus on like we, I started in September to plan for these, but I did not expect even with the new product launch, we were very late this year.

Leo:

I think we started launching like early November, mid November, we sold almost 3,000 units of the new products. And we did it without giveaways. So no giveaways, no ranking strategy, just purely PPC.

Bradley Sutton:

Yeah.

Leo:

I’ve heard this from a friend before and he’s like, yeah, you know, I did $2 million in Canada in the past year and a half, just with PPC, never spent a dollar on giveaways. So I did the same thing. And I think this is probably one of the biggest wins because I can now, do again without necessarily stressing too much about this. You know, how do I find, you know, people to do search, find and buy or so that’s why I think the opportunity on Amazon is still there is still big is just about the strategy and people need to understand that. Yesterday I had a call with someone, they launched, this protein powder on Amazon. And two months later, I think they have a great product, but two months later, they got attacked, they got a bunch of one-star reviews and now they’re like a four, um, average rating. So they really want my help. And you know, what I kept saying to them at the beginning, you need to know before you launch your product, you need to know how to play this game on Amazon. It’s not longer 2015. So people will say, oh, you know, it’s too late. I don’t think it’s too late. I just think you need to know more than ever how this platform works and prepare yourself with the right weapons, with the right tools, with the right knowledge. And then you’ll make money.

Bradley Sutton:

Yeah, for sure. Now, one thing you’re doing for the Elite members is every month you have, like you, you give some of your own strategies on a training. I assume some of these are based on your own experience for your own brand. Can you give one of the strategies that you gave last month to the Elite members that was based on something you’re doing with your brand?

Leo:

So one thing that I saw is that for example, in the supplement space, there are a lot of supplement sellers right now or more like advanced sellers that are using outside traffic to funnels or to specific landing pages and eventually drive traffic to their Amazon PDP page. So, one way I found it is through the Facebook ad library. So you can see if you search for just the keyword Amazon, and then you look at the past, for example, 30 days of active ads, because you want to see which ads are actually, active, but you also want to see how many of those have been running for a while.

Leo:

So if an ad has been running for three months, you know, they’re making money with it. And so when you start doing these, you see a lot of Amazon supplement brands that are actually driving traffic from Facebook ads to these landing pages which are like, some of them are kind of gray, sketchy, which are fake advertorial pages. So you see men’s health or women’s health, right? It’s not really. And this guy actually even bought a domain, amazon.amazon-something.com. So they’re trying to really like make, you know, deceive the, the, the buyer, the user thinking that they’re on the Amazon site and that is kind of like a landing page provided by Amazon. But these type of strategies are working extremely well. And you can see that, you know, when you look at these brands, they’re selling like thousand units, 2000 units a day. It’s insane. That can just come from from Amazon alone. Like they have to be driving some sort of external traffic. So that was, I think, the one other thing, and it’s very easy to, for anyone to kind of like investigate with the right tools, you don’t need any spy tool. You just need the ad, the Facebook ad library. And if you do this right, even with the Amazon attribution links, you can then pass that kind of, um, conversion data back to Facebook, which helps you find more qualified leads or qualified customers, um, that might purchase your product. So I thought that was pretty good.

Bradley Sutton:

Okay. Now, you know, the, the way I, the easy way that everybody here should be optimizing their listings for things like Rufus is like, Hey, just looking at the, the questions that Rufus asked on your listing on your competitors listing, that’s easy. I hope everybody’s doing that now. What’s something more advanced about how you can prepare your listings a little bit more for, for newer AIs that are coming out on Amazon, be it Rufus, be it other things. What else, once sellers get that basics down, what should they be thinking about as far as like, you know, kind of like next generation of, of what’s coming for optimizing for Amazon AIs?

Leo:

I think if we look at what Amazon is trying to do with Rufus right now, um, they’re really trying to put Rufus in front of every single piece of real estate where customers are probably interacting the most with, cause they want Rufus to…

Bradley Sutton:

I’ve seen it come up now, even though I don’t click on it, I just search a keyword and the whole thing comes up even. Yeah. It’s really in your face.

Leo:

I saw a post from Andrew, they now put it in the cart. Like, you know, when you were about to check out, which I think is a bad idea, but so one thing I shared last week with you guys is that at the very minimum, you should be asking, what are people asking about your competitors before purchasing the product? So you could optimize the listing, but you know, when it comes to overall AI optimization on Amazon itself, in order, obviously for you know, uh, first of all, that Amazon is blocking all these generative engines from scraping their website. So you are technically as an Amazon seller kind of limited in the way you could optimize your site because of that, right? So the SEO team at Amazon is in control. You know, if your Amazon page is not ranking on Google, it’s not your fault is because the Amazon team chose to put an index or whatever directive in the, in the source code.

Leo:

And so there is not really much you can do, but you could still try to kind of like, not, I want to say the word, I want to use the word hijacking, but, uh, getting to the, the GPT recommendation by optimizing, for example, your site and submitting your feed to open AI so that your products can actually be featured on open AI. And then, you could probably also get the links going back to Amazon. So try to kind of like anticipate the market or be innovative that way. But at the very minimum, what we did see between the press releases and Reddit is that if you try to post content about your products on all these Reddits kind of like sub subreddits that are talking about your niche, you’ll see within a week or so that your products are starting to be recommended, within generative AI engines. And so once you do get some sort of visibility there and you get free traffic, obviously it’s a win. So it’s hard to predict where 30 days from now things will be and how things will change, but what what I’m doing today is do more PRs because I saw that the AI overview is actually showing that.

Leo:

And so targeting certain keywords with the PR is working extremely well today. You usually in the PR put some keywords, sorry, some links going to Amazon, to your website, if you have, you know, other things or your listing is also on Costco or Amazon, you’re like points also over there. And I don’t know if you wanted to touch on the banana last week was a really good training with Jay, where we went through generating like 40 different variations of your listing images with Spark, GenSpark. So first we went through AI studio, which is better because it doesn’t create images with a watermark, but then after we had this prompt, we just went through GenSpark and they created 40 different, um, uh, listing, sorry, images for your listing.

Bradley Sutton:

And this is like maybe split test, uh, to see things that work.

Leo:

Yeah. Exactly. So you can run continuous split test and you can see if the conversion rate increases or decreases. You can get your images for like, you know, holiday kind of a background. So you can optimize as you go for different occasions without needing a team.

Bradley Sutton:

Speaking of images, the last thing before we close this episode, I want to ask you about, you were one of the first people that I know in the space, years ago talking about metadata in images and how Amazon will pick up what an image is and then look at the, you know, file names potentially or metadata. What are you doing in 2026 as far as this goes, like, are you still making sure all of your images and what you upload to A plus content and stuff has meta data? And if so, how are you determining what to put in there?

Leo:

Yeah. So my process is this. Once we have the kind of like master list of keywords, we try to use these keywords on the listing and on the images. I assume that, you know, the engines right now that crawl these are separate and then they put everything together in the backend. So if my recent test shows that this is two days ago, Rufus doesn’t necessarily read the text on the image, but Cosmo does, right. And the A9 does. And so right now, what I do is take all these keywords and place them across all my images. And the reason I discovered these, that’s why I spoke about three years ago on the importance of keywords on the images is that I was working on a client project and we found out that one of his competitors was actually ranking for a specific keyword because his keyword was on the main banner of the first module of the A plus content. So when we did that, we started ranking on Amazon for the keywords that we were targeting but also Google picked up the image.

Leo:

And that is because of the metadata that I added to the image through Photoshop. Now, some people, you know, some people say, well, you know, it’s not very important in my opinion, it’s better to be safe than sorry. Right. So do it. If you have that extra five minutes, just do it. It doesn’t hurt to over optimize that under optimized. And so if you do right now, even search for some keywords on Google images, you’ll notice that some products show some don’t. And typically the ones that do show are the ones that contain keywords on the image. So I try to redistribute all my keywords also in the seven, eight images in the A plus content. And this way I’m pretty much covered from an SEO perspective.

Bradley Sutton:

All right, guys. We could probably go on and on here. That’s how much knowledge Leo has, as you can see. But Hey, if you want to ask Leo questions directly once a month and be in the Facebook group with him and also have one-on-one calls with me, make sure to join the Helium 10 Elite Program. You’re going to get this kind of information every single month. Imagine having this much of information every month from Leo. Go to h10.me/elites, just $99 a month, guys, if you already have Helium 10. So Leo, thank you very much for sharing your seller story, your scale story, if you will. And we look forward to having you in the Elite program and also coming back and talking about how maybe hopefully your card games and stuff blew up in 2026.

Leo:

I appreciate it, Bradley. It’s always a pleasure to be here as your guest, but also part of the Elite training program as well. And I look forward to meeting you guys.

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