Overview

Amazon's Manage Your Experiments (MYE) tool allows brand-registered sellers to run A/B tests on their product listing content. By comparing two versions of a listing element side by side, sellers can make data-driven decisions about which content drives more traffic and conversions. This is one of the most powerful free tools available to brand owners on the platform.

Key Points / What Sellers Need to Know

• Six content types can be tested — Sellers can run experiments on product images, titles, bullet points, product descriptions, A+ Content, and Brand Story content, covering nearly every element of a listing.
• Brand Registry is required — Only sellers who own a brand and are enrolled in Amazon Brand Registry can access this tool. You must be internal to the brand and responsible for selling it on Amazon.
• High-traffic ASINs only — Amazon requires that ASINs have sufficient recent traffic to be eligible for experimentation. Low-traffic products may not qualify or may not appear in the tool at all.
• Customers are split into two groups — During an experiment, shoppers are randomly divided into two groups. One group sees Version A and the other sees Version B for the entire duration of the test.
• Content does not rotate — Both versions are shown simultaneously to their respective customer groups throughout the experiment, rather than alternating over time.
• Experiments do not affect search rankings — Running an A/B test will not negatively impact your product's organic search position.

How It Works

When you launch an experiment through MYE, Amazon randomly splits customers who view your product into two groups. One group is shown your original content (Version A), while the other group sees your alternative content (Version B). This split remains consistent for the entire duration of the experiment, meaning a customer assigned to Group B will always see Version B wherever that content appears — in search results, on the product detail page, and even in the cart and checkout flow. Once the experiment concludes, Amazon provides performance data so you can determine which version resonated better with shoppers. You can then choose to publish the winning content permanently.