Overview

Amazon has introduced an Auto‑publish option inside the Manage Your Experiments A/B testing console. The new setting automatically applies the winning title or main‑image variation to the live ASIN once the test ends, but only if the winner delivers at least a 66 % lift over the control. Sellers with large, brand‑registered catalogs can now eliminate the manual step that often left proven improvements unpublished for days.

Key Points

• Auto‑publish activation — Sellers toggle the feature when they set up a new title or image experiment; it does not affect tests already in progress.
• 66 % performance rule – The system only auto‑applies a variation that outperforms its counterpart by a minimum of two‑thirds, ensuring the change reflects a meaningful conversion boost.
• Scope of coverage – Currently limited to title and primary‑image experiments; other assets such as bullet points or A+ content remain manual.
• Opt‑in requirement – Participation is voluntary; brand‑registered sellers must explicitly enable the setting during experiment creation.
• Fallback to manual – If the winning variation falls short of the 66 % threshold, the test concludes normally and the seller must publish the result themselves.

How Auto‑Publish Works

1. Enable the toggle — While configuring a new title or image test, the seller checks the “Auto‑publish winning variation” box. For example, a seller testing two headline styles for ASIN B07XYZ would turn the switch on before launching the experiment.
2. Run the test — Amazon runs the A/B test for the predefined duration, collecting performance data such as click‑through rate and conversion. Suppose variation B shows a 70 % higher conversion rate than variation A over the 14‑day period.
3. Threshold evaluation — At test completion, Amazon’s algorithm compares the winner’s metrics against the 66 % benchmark. In the example above, the 70 % lift meets the requirement, so the system flags the variation for auto‑publish.
4. — The platform replaces the live title or main image with the winning content without any seller intervention. The new headline appears on the product detail page within minutes of the test ending.