A/B testing on Amazon product pages allows for content optimization by comparing two ad versions to see which one resonates more with the target audience. The A/B test method, sometimes called a split test, is used by many major companies but is especially popular on Amazon as it supports better click-through rates and higher conversions.
Essentially, A/B testing gives sellers the confidence to choose the right content and ads that make their product listings stand out in the highly competitive Amazon landscape. However, A/B testing on Amazon is a special feature limited to qualified sellers who enroll in the Amazon Brand Registry and have at least one ASIN with sufficient traction.
There are several split testing tools out there, but Amazon has its own "Manage Your Experiments" option that sellers must use for A/B tests on Amazon. This experimental tool for registered brand owners supports split testing with two versions, assigned randomly to visitors on the same page.
This testing period should last about a month so the results can influence smarter marketing decisions. With these insights, sellers can change content to reflect the ad variation with the most conversions.
For example, an A+ Content seller on Amazon could achieve ad optimization by A/B testing two different images and headers for the same product.
Sellers should focus on the ad version that has a higher click-through rate (the percentage of visitors who click on the item from search results) and conversion rate (the percentage of visitors who purchase the product after seeing the ad and listing) during the A/B test.
Once the experimental testing is complete, Amazon ads and product listings can be updated and finalized to drive more consumer engagement and sales.
The key benefits of A/B testing on Amazon product pages include:
Amazon A/B testing is available through Seller Central resources for registered brands using A+ Content features.