Overview

Amazon offers brand-registered sellers a built-in split-testing tool called Manage Your Experiments that lets you pit two versions of your listing content against each other to see which converts better. Available at no extra cost inside Seller Central, this feature gives sellers access to the same data-driven optimization approach used by major consumer brands — yet many sellers still overlook it entirely.

What Manage Your Experiments Does

The tool works by randomly showing shoppers one of two content versions on your product detail page over a defined testing period. Amazon tracks performance weekly and calculates whether the difference between versions is statistically significant — meaning one version genuinely outperforms the other rather than the gap being attributable to chance. Once a winner emerges, you can either auto-publish the winning content or apply it manually.

Who Can Use It

Access requires Amazon Brand Registry enrollment with your ASIN registered under your brand. For variation listings, you need to register the parent ASIN first. There is also a minimum traffic threshold: the product must have received at least 1,000 detail page views within a single week before you can launch an experiment. New brand owners should expect a three-to-four business day wait after completing Brand Registry before the tool becomes available. Additional team members can be granted access through Seller Central's user permission settings.

What You Can Test

Several listing elements are eligible for experimentation, including product titles, main images, bullet points, product descriptions, A+ Content, and A+ Brand Story modules. The primary constraint is that only one experiment can run per ASIN at a time. If you want to compare multiple elements simultaneously, Amazon's brand description experiment type lets you bundle two or more changes into a single test — though this makes it harder to isolate which specific change drove the result.

How to Set Up an Experiment

From the Manage Your Experiments dashboard in Seller Central, select the content type you want to test and enter the parent ASIN. The most critical step is defining a clear hypothesis before you begin. A well-formed hypothesis — such as "shorter titles with the primary keyword first will increase conversion rate" — not only guides your test design but also makes results actionable across your broader catalog.