Overview

Amazon has upgraded the Manage Your Experiments tool, allowing brand‑registered sellers to run A/B tests on the same ASIN in several Amazon marketplaces at once. The change eliminates the previous one‑marketplace‑per‑experiment limitation, giving sellers a faster way to gather performance data across borders. International sellers should care because the new capability speeds up data collection, reduces coordination effort, and supports more precise localization decisions.

Key Points

• Multi‑store testing enabled — Sellers can launch independent experiments on a single ASIN in three, four, or more marketplaces simultaneously.
• Localized content options — Each market can receive its own language, imagery, or seasonal messaging while still belonging to the same experiment.
• Cross‑market performance comparison — Identical test variations can be measured side‑by‑side to see how different customer bases react.
• Event‑driven experiments — Brands can tie tests to regional holidays or trends without waiting for other markets to finish their cycles.
• Eligibility tied to traffic — Only ASINs with sufficient visits in a given marketplace qualify, ensuring statistically reliable results.

How Manage Your Experiments Works

1. Select an eligible ASIN — From the Experiments dashboard, the seller chooses a product that meets traffic and listing‑completeness thresholds in each target marketplace. For example, a Bluetooth speaker that sells 1,200 units per month in the US, 800 in the UK, and 500 in Japan would qualify.
2. Configure parallel variations — The seller creates the control version and one or more test versions (e.g., two different A+ Content layouts). Each variation can be assigned a unique headline, image set, or bullet‑point arrangement for each marketplace. A seller might use a winter‑themed banner for Germany while keeping a summer‑focused banner for the US.
3. Assign marketplaces — In a single workflow, the seller checks the boxes for the United States, United Kingdom, Germany, and Japan. The system then launches four independent experiments that run concurrently, each tracking clicks, conversion rate, and sales within its own market.