Overview

Amazon’s Managing Your Experiments (MYE) platform enables brand‑registered sellers to conduct controlled A/B tests on product detail pages, pricing structures, and advertising assets. First introduced in 2022 and refined several times since, the tool supplies statistically backed insights that help sellers move beyond guesswork. Mastering the setup and analysis of these experiments can directly improve conversion rates, advertising efficiency, and overall sales performance.

Key Points

• Maximum of five variations — Sellers may launch a control listing plus up to four distinct variants, each differing in titles, images, bullet points, or price points.
• Test length capped at 30 days — Experiments can run for any period between 7 and 30 days, giving enough traffic to achieve statistical relevance.
• 95 % confidence requirement — A variant is declared the winner only after the system reaches a 95 % confidence level, protecting sellers from false positives.
• Live performance dashboard — The MYE console updates impressions, click‑through rate (CTR), conversion rate, and sales for every version on an hourly basis.
• One‑click winner rollout — Once a variant meets the confidence threshold, sellers can instantly push the winning changes to the live catalog.
• Brand Registry exclusivity — Access is limited to sellers enrolled in Amazon Brand Registry, ensuring brand protection and data integrity.
• Custom traffic allocation — Sellers decide how much of the incoming shopper flow each version receives, such as a 60 %/40 % split, to suit inventory or strategic goals.
• No extra fees — The experiment feature is included at no additional cost for eligible Brand Registry participants, making data‑driven testing financially accessible.

How Managing Your Experiments Works

1. Formulate a test hypothesis — Identify the specific element you suspect influences shopper behavior, like replacing a plain white background with a lifestyle image. : A seller believes that showing the product being used in a real‑world setting will lift conversion.