Overview

Amazon has added split‑test capability for Brand Story modules inside the Manage Your Experiments console. The feature, launched in early 2024, lets brand‑registered sellers compare two versions of their Brand Story and measure which one drives better shopper interaction. Because Brand Story appears on every detail page in a seller’s catalog, the new tool offers a high‑impact way to refine brand messaging and cross‑selling tactics.

Key Points

• Experiment type added — Brand Story now appears as a selectable A/B test option alongside title, image, and A+ Content experiments.
• Cross‑sell focus — Sellers can test different product link layouts, carousel sequences, and image‑card arrangements to see which configuration yields the most clicks to other items.
• Bulk rollout — Once a winning version is identified, it can be applied to an entire catalog through the existing bulk‑upload workflow, eliminating manual updates.
• Unified dashboard — All Brand Story experiments are managed from the same Manage Your Experiments screen used for other test types, providing a single point of control.
• Eligibility requirement – Only sellers enrolled in Amazon Brand Registry and approved for A+ Content can create Brand Story tests; no extra sign‑up is needed.

How Brand Story A/B Testing Works

1. Create the experiment — In Seller Central, open the Manage Your Experiments page and choose “Create new experiment.” Select “A+ Brand Story” as the content type. For example, a skincare brand might name the test “Spring Refresh vs. Classic Look.”
2. Build two distinct versions — Use the Brand Story editor to craft Version A and Version B. Version A could feature a carousel of new product launches, while Version B showcases best‑selling items with different image‑card designs. Each version must be saved separately before proceeding.
3. Define traffic split and duration — Set Amazon to divide incoming shopper traffic evenly (50/50) between the two versions and specify a testing window, such as 14 days. A low‑traffic listing might extend the window to 30 days to accumulate enough data.