Skincare Success and Setbacks

Discover how to leverage AI recommendations for your Amazon product using GEO-targeted tactics, including PRs, Reddit mentions, website files, and listing/image optimization. Plus, PPC-only launch wins.

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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