Overview

Amazon has upgraded its Manage Your Experiments (MYE) tool to let brand‑registered sellers conduct split‑tests on product titles, main images, and A+ content directly from Seller Central. The change, rolled out in early 2024, gives sellers a systematic way to measure which listing elements drive more clicks and sales. Optimizing these high‑impact assets with data can lift conversion rates without relying on guesswork.

Key Points

• Title testing added — Sellers can now compare two headline variations on a single ASIN to see which attracts more traffic and conversions.
• Main‑image testing enabled — The primary product photo can be split‑tested, allowing brands to identify the visual that converts best.
• A+ content split‑testing expanded — Brand‑registered sellers may run parallel A+ module versions to determine which layout or messaging boosts buyer confidence.
• Rapid experiment setup — Amazon reports that a full test can be configured in minutes, lowering the time barrier for sellers new to structured testing.
• Statistical winner declared — The platform automatically tracks conversion, units sold, and revenue, announcing a winner once data reaches significance.

How Manage Your Experiments Works

1. Select the ASIN and content type — In Seller Central’s Brands → Manage Your Experiments menu, a seller picks a high‑traffic product and chooses whether to test the title, main image, or A+ module. Example: a kitchen gadget with 2,500 daily page views is chosen for a title test.
2. Create two distinct variations — The seller uploads or writes two versions that differ meaningfully (e.g., “Stainless Steel Blender – 12‑Cup Capacity” vs. “12‑Cup Stainless Steel Blender – Powerful Motor”). Example: for the image test, a white‑background shot is paired with a lifestyle photo showing the blender in use.
3. Launch the random split — Amazon’s engine randomly shows one of the two versions to each shopper who lands on the detail page, while silently recording metrics such as click‑through rate, conversion rate, units sold, and total sales.