Overview

Helium 10’s Director of Training, Bradley Sutton, dedicates a fixed hour each Thursday to run live Amazon experiments he calls “Bradley’s Laboratory.” Although the activity is not part of his official job description, the data he gathers directly informs the training modules Helium 10 delivers to sellers and shapes best‑practice recommendations for product listings. Understanding the lab’s systematic approach enables Amazon merchants to adopt proven tactics and sidestep common trial‑and‑error pitfalls.

Key Points

• Weekly experiment slot — Every Thursday, Bradley reserves a one‑hour window to design, launch, and evaluate a new test, guaranteeing a steady stream of fresh data for the community.
• Rotating focus areas — Each session targets a distinct marketplace variable—such as keyword placement, price elasticity, or ad allocation—providing sellers with a comprehensive view of performance levers.
• Structured data capture — Results are logged in a master spreadsheet, then visualized through Helium 10 dashboards, which speeds up trend spotting and outlier detection.
• Feedback loop with sellers — Findings are presented in internal webinars and posted on the Helium 10 blog, prompting external sellers to submit their own variations for further validation.
• Iterative testing cycle — Experiments that show promising signals are rerun with tweaked parameters, tightening confidence intervals before any recommendation is published.

How Bradley’s Laboratory Works

1. Hypothesis Formulation — Bradley identifies a knowledge gap—e.g., “Will inserting a secondary keyword within the first 80 characters of a title increase organic traffic?”—and translates it into a measurable statement, selecting metrics such as click‑through rate (CTR) or conversion percentage as success criteria.
2. Test Design & Setup — Using a low‑risk SKU or sandbox product, he creates two mirror‑image listings that differ only in the variable under investigation (for instance, one title includes the secondary keyword while the other does not). Helium 10’s Listing Analyzer and Keyword Tracker are linked to capture real‑time performance.