AI for Amazon Sellers: SEO, Split Testing & Scale with Daniela Bolzmann
The Best SEO Podcast: Defining the Future of Search with LLM Visibility™
Host: Matt Bertram | Guest: Daniela Bolzmann (Mindful Goods Co.)
Date: September 15, 2025
Episode Overview
In this episode, host Matt Bertram interviews Daniela Bolzmann of Mindful Goods Co. about how Artificial Intelligence (AI) is revolutionizing Amazon sales, product page optimization, catalog scaling, and split testing. The conversation dives deep into actionable strategies and tool recommendations for Amazon sellers—especially those managing large catalogs and aiming to optimize every conversion opportunity. Daniela shares her expertise, detailing real-world workflows that blend AI, customer data, and creative split testing to unlock massive gains for brands on Amazon. The discussion also touches on the evolving relationship between AI-generated content, human oversight, and the future of e-commerce.
Key Discussion Points & Insights
1. The Transformative Power of AI for Amazon Sellers
- AI as a Workflow Multiplier: Daniela outlines how AI now touches every part of their agency process—from creating product imagery to catalog expansion and efficient split testing.
- “We have AI basically in every part of our process now... scaling catalogs is just something that's massive for us.” (04:21)
- Leveling Up Enterprise Offerings: Previously unmanageable projects (like optimizing thousands of SKUs) are now possible in hours or days, not weeks/months.
- "Now we can essentially just create a set of masters across the catalog... and then we can come up with a strategy to execute on that across thousands in hours or minutes or days..." (02:11)
2. Generative Image and Video for Creative Assets
- Cost and Speed Improvements: AI-generated backgrounds and product settings allow brands to feature photo-realistic variations tailored to different markets and campaigns, reducing the need for expensive shoots.
- Realism & Limitations: There are still quirks—such as AI-generated hands looking strange—underscoring the continuing importance of human review.
3. The Critical Role of Human Oversight with AI
- AI ≠ Automatic Excellence: Both speakers emphasize that effective use of AI requires skilled operators who understand what "good" looks like.
- "Matt: ...you really still need to have a very senior operator behind and that knows what good looks like." (05:57)
- Prompt Engineering: Investing in learning how to frame instructions for large language models (LLMs) is now foundational to success.
- "Matt: I started taking a ton of different Prompt engineering classes... and then that becomes the foundational layer..." (08:50)
4. Data-Centric Customer Avatars & Insights
- Automated Review Mining: AI can scrape and analyze Amazon/Reddit/competitor reviews to rapidly profile ideal customer avatars and spot needs or objections.
- "Daniela: ...scraping reviews... basically having our data analysts like manually figure out what it, what are the patterns... Now that's done in minutes with AI..." (07:21)
5. Modern Split Testing: Human + Synthetic Data
- Evolution of Split Testing: Split testing has matured, with Amazon’s built-in Manager Experiments tool, plus third-party tools like Pickfu, Intellivy, and Product Pinion providing rich customer feedback.
- “We use Pickfu for main image split testing... it generates 20 images in two minutes... we test and then validate on Amazon.” (12:48)
- AI Avatars for Synthetic Testing: Daniela reveals new tools can simulate feedback from AI-generated avatars representing specific customer segments, enabling rapid ideation and pre-market validation.
- “...building these really strong avatars and then building, like, AI audiences that are based around those avatars...” (16:24)
Deep Dive: The Three “Conversion Pillars” for Amazon Success
Daniela simplifies Amazon selling to three key conversion levers:
1. SEO/Discoverability
- Title Optimization: The biggest ROI comes from optimizing your product titles with the right keywords—can lead to boosts of up to 990% in sales.
- “You can increase your sales, your orders by 990% by doing title testing.” (21:43)
- Tool Spotlight: Data Dive – enables rapid keyword research and “Battle of the Titles” to identify the best-performing variations.
2. Main Image Optimization
- AI-Driven Ideation: Uploading images into AI tools trained on top-performing styles generates dozens of main image options in minutes.
- Testing for Clicks: Tools like Pickfu validate which images generate more clicks—sales can increase by up to 550% from main image optimization alone.
- “...improve your sales by 550% with just that one piece.” (21:43)
3. A+ & Premium A+ Content (Enhanced Content Sections)
- Landing Page-Style Storytelling: Treat A+ content like a landing page within the Amazon listing—use big banners, video, and interactive modules for high-converting storytelling.
- Unlocking Premium A+: It’s free for brands registered on Seller Central (after uploading a basic brand story and 5–10 content submissions).
- “It is free to you and you should unlock it and get it while you can… can get you up to 1008% increase in sales.” (21:43, 28:18)
- Role of A+ Content: “It's the one section that Amazon is giving you to put full scale video. You can have carousels, you can have hotspots…” (28:18)
Amazon vs. Shopify & Other E-commerce Considerations
- Why Both Matter: While brand-owned websites have higher margins, the convenience, trust, and speed of Amazon (especially with Prime) capture a massive share of buyers.
- “If you are not prime and you're on Amazon, you're not making the cut.” (32:10)
- Strategic Bundling: Brands can differentiate products/bundles on Amazon to manage margins and avoid direct price competition with their own site.
Amazon’s Share of Online Sales:
Daniela estimates Amazon captures “over 50% of online sales” in the US market. (37:16)
Notable Quotes & Memorable Moments
-
On Human-AI Collaboration:
“Everybody…if we're helping businesses, we need to become AI engineers…it's all about the inputs that you're putting in.”
— Daniela Bolzmann, (07:21) -
On Data-Driven Improvement:
“Let's not lean on my opinion or your opinion. Let's actually just let the data decide.”
— Daniela Bolzmann, (11:41) -
Split Testing Evolution:
"Now we have...AI built avatar split testing...where we can pull in completely AI generated...avatars to split test in minutes."
— Daniela Bolzmann, (11:41) -
On Scaling with AI:
"We can come up with a strategy to execute on that across thousands in hours or minutes or days instead of weeks or months..."
— Daniela Bolzmann, (02:11) -
On the #1 Unknown Secret:
"Don't put all your eggs in the advertising basket. Really focus on conversion so you can get more out of each dollar."
— Daniela Bolzmann, (37:50)
Recommended Amazon Seller Tools
- Manager Experiments (Amazon Seller Central) – Free for running A/B split tests.
- Pickfu – Main image split testing with real or synthetic (AI/LLM) avatars.
- Intellivy – Image stack carousel split testing (optimal order & content).
- Product Pinion – Customer video feedback for product listings.
- Data Dive – Deep keyword and title optimization.
- Custom AI Avatars (in development) – Simulating nuanced buyer personas for instant feedback.
Timestamps for Key Segments
- AI Scaling Catalogs & Creative Process: 01:30–05:57
- Human Oversight & AI Limitations: 05:57–08:27
- Customer Data/Avatar Creation: 07:21–11:10
- Split Testing Tools & Avatars: 11:41–16:24
- Amazon Funnel & Conversion Framework: 18:43–21:43
- Deep Dive: SEO, Main Image & A+ Content: 21:43–28:02
- Premium A+ Content Walkthrough: 28:02–29:54
- Amazon vs. Shopify Discussion: 31:17–36:52
- Lesson for Sellers & Final Thoughts: 37:32–37:58
Connect with Daniela Bolzmann
- LinkedIn: LinkedIn profile (“a little bit of a big deal on LinkedIn”)
- Website: mindfulgoods.co
- “Mini audit” video reviews available for Amazon listings.
Summary Takeaway
AI is fundamentally reworking the Amazon seller's playbook—from scaling operations and creative to uncovering customer insights and running split tests that matter. But the real winners are those who combine the speed and scale of AI with smart human oversight, focusing relentlessly on conversion optimization above all else. If you’re not leveraging new tools and workflows, you’re leaving massive gains on the table.