Manage Your Experiments: How to A/B Test Your Amazon Listings

Every seller has opinions about what works on a listing. This main image is better. That title sounds more premium. Opinions are fine, but data is better. Amazon’s Manage Your Experiments tool lets brand owners test listing changes against each other with real shoppers.

Here is how it works and how to run tests that teach you something.

What is Manage Your Experiments?

Manage Your Experiments (MYE) is a free A/B testing tool for brand owners in Brand Registry. You create two versions of part of your listing. Amazon splits traffic between them and reports which one performs better.

It started with A+ Content and has been expanding to product titles and main images, which are the elements that tend to make the biggest difference.

Who can use it?

You need to be enrolled in Brand Registry, and the product needs enough traffic. Amazon shows which ASINs are eligible in the tool. Low traffic products may not qualify, because the test would take too long to reach a result.

How a test works

1. Choose an eligible product and the element to test.
2. Create version B. Version A is your current content.
3. Set the test length. Amazon recommends several weeks so results are reliable.
4. Amazon shows each version to about half of shoppers.
5. At the end, Amazon reports which version won and how confident it is in the result.

What to test first

• Main image. The biggest driver of clicks in search. Test angle, crop or showing the whole pack.
• Title. Test leading with a benefit versus leading with specs.
• A+ Content. Test a story led layout against a feature led one, or add a comparison chart.

Tips for good tests

• Test one big idea at a time. If you change five things, you will not know which one mattered.
• Make the difference meaningful. Tiny changes rarely produce clear results.
• Let the test run its full length. Early results can swing a lot.
• Avoid big events. Prime Day or a large deal can distort results.
• Write down what you learn. A losing test still tells you something about your shoppers.

What to do with results

If version B wins, publish it and plan your next test. If version A wins, keep it and test a different idea. Over a year, a steady habit of testing can add up to a big lift in conversion.

The bottom line

Manage Your Experiments turns listing opinions into data. Start with your main image or title on your best seller, test one idea at a time and let tests run fully. If you want a team to plan and run tests for you, see our listings and A+ content service or request a free audit.

FAQs

Is Manage Your Experiments free?

Yes. It is free for brand owners enrolled in Brand Registry with eligible products.

How long should an Amazon A/B test run?

Several weeks. Amazon recommends long enough tests to get a reliable result, usually four to ten weeks depending on traffic.

What can I test with Manage Your Experiments?

A+ Content, and increasingly product titles and main images on eligible products.