Overview

Amazon has added A/B testing for Brand Story modules to the Manage Your Experiments console, allowing registered brand owners to experiment with different narrative layouts on product detail pages. The feature launched this month and gives sellers a data‑driven way to boost engagement, cross‑selling and repeat purchases.

Key Points

• Brand Story experiments now available — Eligible brands can set up split tests for their Brand Story content directly from the Manage Your Experiments dashboard.
• Performance metrics provided — Amazon supplies conversion, units‑sold and revenue data for each variant, enabling clear comparison.
• Bulk‑upload integration — Once a winning version is identified, sellers can push the optimized story to an entire catalog with a single bulk file.
• Cross‑sell focus — Tested stories can include clickable product cards that route shoppers to other ASINs, driving higher average order values.
• Seasonal testing advantage — Brands can run experiments weeks before Prime Day, Black Friday or holiday peaks to lock in the most effective narrative for high‑traffic periods.

How Brand Story A/B Testing Works

1. Create experiment — In Seller Central, navigate to Manage Your Experiments, select “Create new experiment,” and choose “A+ Brand Story” as the content type. Example: A skincare brand selects its best‑selling moisturizer ASIN to start a test.
2. Build control and variant — Upload the existing Brand Story as the control and design a new version with altered images, copy or product‑card arrangement as the variant. Example: The control uses a single hero image, while the variant adds a carousel featuring three complementary serums.
3. Set traffic split and duration — Amazon automatically divides incoming shoppers between the two versions, typically 50/50, and runs the test for a period that meets statistical significance thresholds. Example: The experiment runs for 14 days, during which each version receives roughly equal impressions.