Overview

Amazon's Manage Your Experiments (MYE) tool allows brand-registered sellers to run A/B tests on their product listings, comparing different versions of titles, images, and A+ Content to determine which performs better. Understanding how MYE works — including eligibility requirements, content rules, and result interpretation — is essential for sellers looking to optimize their listings with data-driven decisions rather than guesswork.

Key Points / What Sellers Need to Know

• Brand Registry required — MYE is only available to selling partners who are registered brand owners enrolled in Amazon Brand Registry and are responsible for selling that brand in the Amazon store.
• ASIN eligibility depends on traffic — An ASIN must belong to your brand and have received sufficient traffic in recent weeks to qualify for experimentation. Detailed eligibility information is available on the MYE page in Seller Central.
• Content B must be submitted and approved — Your alternate version of content needs to be fully submitted, approved, and applied to the reference ASIN before it will appear in the Content B drop-down during experiment setup.
• Both content versions need matching ASINs — For a fair experiment, Amazon requires that both Content A and Content B have the exact same ASINs applied before you can submit the experiment.
• Results are calculated weekly — Experiment results are processed every one to two weeks, so sellers should expect a delay before seeing data after launching a test.
• Auto-publish is available in beta — Sellers can authorize Amazon to automatically publish the winning content when an experiment concludes, currently available for title and image experiments.

Eligibility and Access

Manage Your Experiments is available across multiple marketplaces including the United States, United Kingdom, and several other Amazon stores worldwide. To access the tool, sellers must be enrolled in Amazon Brand Registry and be the brand owner responsible for selling in that specific marketplace. Not every ASIN will be eligible — Amazon requires a minimum level of recent traffic to ensure experiments can produce statistically meaningful results. If you cannot find a specific ASIN in the experiment tool, check the MYE page for detailed eligibility criteria, as low-traffic products may not meet the threshold.