Manage Your Experiments lets you run A/B tests (also known as split tests) on your brand’s listings content. Experiments let you compare two versions of content against each other so you can see which one performs better. At the end of an experiment, you can review which version performed the best and then publish the winning content. By running experiments, you can learn how to build better content that appeals to your customers and helps to drive more sales.
During the experiment, customers that view your ASIN’s content are randomly split into two groups. One group sees Version A of content, while the other sees Version B, for the entire experiment. This means that experiments are not rotating content over time. Instead, both versions of content are always shown during the experiment, but to different groups of customers. Customers in the experimental group will see your content everywhere it is available. For example, an experimental product title will be shown in search results, on the ASIN’s Product Detail Page and in cart/checkout. (Note: Experiments do not impact search rankings.)
There are three types of content available for experimentation: product images, product titles and A+ Content (Brand authored Detail Page content which describes the unique brand story and contains enhanced images and text placements.).
Customers use product titles and images when reviewing search results to determine which Product Detail Pages to visit. Thus, product title experiments and image experiments can be used to optimise your content and help to drive traffic to your listings. When on a Detail Page, customers use the main product image and the associated A+ content to make a purchase decision. Thus, image and A+ content experiments can help you to determine which content may improve conversion.
Brand Eligibility: To run experiments, you must be a registered brand owner enrolled in Amazon Brand Registry. That means that you are internal to the brand and responsible for selling the brand in the Amazon store. Additionally, in order to experiment, you must have at least one eligible ASIN based on traffic (please see next section).
ASIN Eligibility: An ASIN is eligible if it belongs to your brand and has received enough traffic in recent weeks to be eligible for experimentation. We only let you experiment with high-traffic ASINs to increase the likelihood that you can confidently determine a winner at the end of the experiment. Depending on the category, high-traffic ASINs may get several dozen orders per week, or more. When selecting an ASIN to experiment on, MYE will show the eligibility status of most candidate ASINs, but please note that ASINs with very low traffic may not appear at all.
If an ASIN is not eligible because it is not high-traffic, then consider driving more traffic to it using advertising or other means. A+ experiments must have published A+ content to be eligible. Only one experiment can be run on any particular ASIN at a time.