Overview

Amazon has expanded the Manage Your Experiments tool to include A/B testing for the Brand Story section of A+ Content. The new capability lets brand‑registered sellers run split tests on layouts, images, and messaging within Brand Story, giving them data‑driven insight into what drives conversions and cross‑selling. Sellers should care because the only major content block on a detail page that previously could not be tested is now measurable.

Key Points

• Brand Story split testing now available — Registered brand owners can create two distinct Brand Story versions and let Amazon allocate traffic evenly, producing performance metrics for each version.
• Carousel and card variations can be compared — Sellers may experiment with different image‑text card combos, carousel order, and product‑link placements to see which arrangement yields higher engagement.
• Bulk upload of winning story — Once a preferred variation is identified, the optimized Brand Story can be pushed to the entire catalog through the existing bulk‑upload workflow, eliminating manual updates.
• Complete testing suite on detail pages — Manage Your Experiments now covers titles, main images, bullet points, product descriptions, A+ Content, and Brand Story, giving brands a unified platform for all page elements.
• Eligibility tied to Brand Registry and traffic thresholds — Only sellers enrolled in Amazon Brand Registry and whose ASINs meet minimum visitor volume can launch Brand Story experiments, ensuring statistically reliable results.
• Seasonal and launch timing matters — High‑traffic events such as Prime Day, Black Friday, and new product launches provide the traffic needed for rapid, statistically significant outcomes.

How Brand Story A/B Testing Works

1. Create experiment in Manage Your Experiments — Navigate to the Experiments dashboard, click “Create new experiment,” and select “A+ Brand Story” as the content type. For example, a seller of organic teas might set up a test to compare a founder‑focused narrative against a product‑innovation storyline.