Mastering Amazon SEO and AI Tools: Expert Insights From Leo Sgovio

Leo Sgovio is a digital marketing innovator and serial entrepreneur with over 16 years of experience in e-commerce and SEO. He is the Founder of Spliced, a platform that helps Amazon sellers scale through affiliate and influencer marketing across multiple channels. Before founding Spliced, Leo launched Convomat, an automation tool for Amazon promotions, and served as Head of Innovation at Viral Launch. Known for his deep expertise in Amazon's A9 algorithm and ranking strategies, Leo is a sought-after speaker at global e-commerce conferences.

Here’s a glimpse of what you’ll learn:

[01:40] Leo Sgovio shares how he started selling shoes on eBay and transitioned into e-commerce
[04:34] How Leo discovered Amazon selling through a podcast and got inspired by early black hat strategies
[06:36] Early Amazon ranking tactics using coupon blasts and the evolution of product launches
[07:17] The challenges of launching a beauty brand and lessons learned from a costly product recall
[12:02] Current Amazon launch strategies using Google Ads, influencers, and TikTok traffic
[21:00] How AI tools like Rufus and Cosmo are changing the future of Amazon SEO
[30:44] How Spliced connects sellers with affiliates and influencers to drive growth

In this episode…

Cracking the Amazon marketplace can feel like a moving target — what worked yesterday might tank your ranking today. With evolving algorithms, rising competition, and the integration of AI tools, many sellers struggle to launch effectively, scale profitably, or even stay visible. So, how can today’s brands build long-term momentum while keeping up with constant change?

Leo Sgovio, an Amazon SEO expert and founder of Spliced, shares a data-driven and future-forward approach to solving these challenges. Leo emphasizes the importance of external traffic, particularly through TikTok and Google Ads, and how semantic SEO and sales velocity at the keyword level are now essential for ranking success. He outlines the transition from basic keyword tactics to holistic semantic strategies and AI-enhanced listing optimization, offering practical tips like leveraging affiliate marketing for product launches and monitoring engagement signals over time to maintain growth.

In this episode of The Launch Lab, Colin Raja interviews Leo Sgovio, Founder of Spliced, about staying competitive in the ever-changing Amazon landscape. Leo discusses ranking strategies in the age of AI, the importance of early sales momentum, and the power of TikTok-fueled virality. He also dives into semantic SEO, the role of tools like Rufus and Cosmo, and how affiliate networks can supercharge product launches.

Resources Mentioned in this episode

Quotable Moments:

“Go to market, launch, prove first that there is demand — then improve and differentiate later.”
“You're part of an auction, and you're going to win that auction in four weeks.”
“Once they see the money and they smell it, they will work with you consistently.”
“The goal here is to automate that process as much as possible.”
“We are just limiting the number of people on the platform so that the process is consistent.”

Action Steps:

Leverage TikTok to generate external traffic: Viral social content can significantly boost Amazon sales velocity and organic ranking.
Focus on semantic SEO over keyword stuffing: Optimizing content around contextual relevance improves long-term discoverability and aligns with how AI understands listings.
Launch with momentum in the first 30 days: Strong early sales and traffic signals give your product a critical edge in Amazon’s ranking algorithm.
Use affiliate and influencer campaigns strategically: Partnering with creators increases exposure and builds credibility through trusted voices in your niche.
Monitor keyword-level performance during launches: Tracking conversions per keyword allows you to optimize spend and improve ranking sustainability over time.

Sponsor for this episode...

This episode is brought to you by Colin Raja, a seasoned Amazon seller and consultant specializing in product launches and brand growth on Amazon.

With a decade of experience, Colin has developed multiple seven-figure brands and now focuses on helping others achieve similar success through data-driven strategies.

His expertise encompasses brand strategy, product launches, ecommerce marketing, and optimizing the customer journey.

Discover how Colin can elevate your Amazon business by connecting with him on Facebook, LinkedIn, and Instagram.