Here’s something that’ll blow your mind: Amazon has a completely free A/B testing tool built right into Seller Central that most sellers have never even heard of. It’s called “Manage Your Experiments,” and it’s helping smart sellers systematically double their conversion rates while their competitors are still guessing what works.
We’re talking about real split testing here, not the kind where you change your main image and hope for the best. This is Amazon automatically splitting your traffic, running statistical analysis, and telling you exactly which version of your listing converts better. And it won’t cost you a penny.
The wild part? Optimized content can help increase sales by up to 20%, with some sellers seeing even bigger jumps. Yet most people selling on Amazon either don’t know this tool exists or don’t meet the requirements to use it.
What Exactly Is Manage Your Experiments?
Think of it as Amazon’s gift to serious sellers. Manage Your Experiments is a tool that lets you test different versions of your product images, titles, bullet points, descriptions, and A+ Content—including Brand Story—to see what resonates with customers and drives the most sales.
Here’s how it works: customers who view your product detail page are randomly split into groups and presented with different versions of the content you’re testing. Some people see Version A (your current listing), others see Version B (your test version). Amazon tracks everything and tells you which one wins.
No more wondering if that new main image is actually better. No more changing your title and crossing your fingers. You get hard data showing exactly what your customers prefer.
The Catch: Not Everyone Can Play
Before you get too excited, there’s a reality check coming. This isn’t available to everyone selling on Amazon. There are some pretty strict requirements.
You Need Brand Registry
Right now, Manage your Experiments is only available for vendors and brand registered sellers on the U.S. marketplace. So if you’re not enrolled in Amazon Brand Registry, you’re out of luck.
Getting Brand Registry isn’t impossible, but it takes some work. You need to actually own a brand (not just be reselling someone else’s products), have trademark documentation, and go through Amazon’s verification process.
Your Products Need Traffic
This is where it gets tricky. The ASIN must have a sufficient amount of traffic for Amazon to consider your listing eligible for testing. We’re talking several dozen orders per week or more, depending on your category.
It’s honestly a bit of a catch-22 situation. You can get high traffic using Manage Your Experiments; Manage Experiments requires you to have high traffic. If your product isn’t already performing well, you can’t use the tool that might help it perform better.
You Need the Right Content
You must have A+ Content on your detail page. You must have a product title and product image. Basically, Amazon wants to see that you’re already putting effort into your listings before they let you optimize them further.
What Can You Actually Test?
Once you’re in, the possibilities are pretty exciting. You can test almost every major element of your product listing.
Main Images (The Big One)
This is huge. Amazon now lets you run A/B tests on your main product images. Your main image is the first thing people see in search results, so this can make or break your click-through rate.
You can test different angles, lifestyle shots versus clean product shots, different backgrounds—whatever you think might grab more attention or convert better.
Titles That Actually Convert
Title testing is where a lot of sellers see big wins. You can experiment with different keyword placements, whether to lead with features or benefits, how to position your brand—all the stuff that can make the difference between someone clicking on your listing or scrolling past it.
Bullet Points and Descriptions
For product descriptions, titles, and bullet points, you enter the new content you want to test (Version B) directly into the relevant box in the tool. This is where you can test different ways of presenting your product’s benefits, different information hierarchies, or different persuasion approaches.
A+ Content Experiments
If you’ve invested in A+ Content (and you should have if you want to use this tool), you can test different storytelling approaches, module layouts, image selections—basically everything that makes your brand story compelling.
Testing Multiple Things at Once
MYE allows for multi-attribute testing. Currently, when you choose this option, you can select the Title, Product Images, and Bullet Points as elements to test.
But here’s some free advice: typically, we recommend testing one variable at a time to more directly pinpoint which PDP changes have positive or negative impacts. You want to know exactly what’s driving your results.
How to Actually Use This Thing
Getting Started
Hover over Brands in the main menu of Seller Central, then select Manage Experiments. If you don’t see that option, you might need to dig around a bit more or check if you meet all the requirements.
Setting Up Your First Test
The process is pretty straightforward. On the Manage Your Experiments page, select Create a New Experiment, choose the type of experiment, and select the primary product you want to test.
Amazon will show you which of your products are eligible for testing. If a product isn’t showing up, it probably doesn’t have enough traffic yet.
The Smart Defaults
Here’s something cool: Some experiment details are pre-selected to help you get results quicker. For example, experiments start as soon as validation is complete and run until there’s enough data to declare a winner. Winning content is also published automatically.
Amazon basically handles all the technical stuff for you. No need to calculate sample sizes or determine statistical significance—they’ve got it covered.
What Kind of Results Are We Talking About?
Let’s get to the good stuff. What can you actually expect if you use this tool?
The Numbers Don’t Lie
By optimizing content with Manage your Experiments you can potentially boost traffic, increase conversation rates, and help drive up to a 25% increase in sales. That’s not a small bump—that’s the kind of improvement that can transform a struggling product into a profitable one.
Real Performance Tracking
Once we’ve gathered enough data to offer statistically significant results, you’ll see how each version performed using metrics like units sold, sales, conversion rate, units sold per unique visitor, and sample size.
You get the full picture, not just vanity metrics. You can see exactly how your changes affected actual sales, not just clicks or views.
The Best Practices That Actually Matter
Make Your Changes Count
Make your experimental content significantly different from existing content: The greater the difference, the better the chance your experiment results will be meaningful and not due to random chance.
Don’t waste time testing tiny tweaks. If you’re going to test a new title, make it substantially different. If you’re testing a new image, choose something that’s clearly different from what you have now.
Patience Is Key
Let your experiment run for the entire duration: Even if early results are promising, they can sometimes be misleading. I know it’s tempting to declare victory after a few days of good results, but trust the process.
Amazon’s algorithm knows when you have enough data to make a reliable decision. Let it do its job.
Start with the Big Wins
Focus your testing on elements that are likely to have the biggest influence on conversions, like your main image or hero headline. Don’t start by testing minor bullet point changes—go after the elements that actually move the needle.
What If You Can’t Use It?
Look, I get it. The requirements are pretty restrictive. If you don’t have Brand Registry or enough traffic, you’re locked out for now. But you’ve got options.
Get Your Traffic Up
Amazon says if you’re not running a high-traffic ASIN, you could still drive more traffic to your listings using other advertising methods or some other means.
Consider investing in Amazon’s advertising solutions to boost your traffic. Once you hit the threshold, you can start testing.
Third-Party Alternatives
There are tools like PickFu and Splitly that can help you test concepts before you even launch on Amazon. PickFu offers some exclusive options that Amazon doesn’t. You can test additional content variables that Amazon MYE doesn’t offer, such as headlines, layouts, product packaging, and even your brand name.
Manual Testing (The Old School Way)
You can still test things manually by making changes and tracking performance over time. It’s not as elegant or statistically rigorous, but it’s better than not testing at all.
The AI Boost That’s Coming
Here’s something really cool that Amazon added recently: Get machine-learning-based suggestions for your title and A+ Content experiments that are derived from insights generated from thousands of previous experiments on similar products.
Think about that for a second. Amazon is analyzing data from thousands of other tests to give you suggestions for what to try. It’s like having access to a massive database of what works and what doesn’t in your category.
Advanced Testing Strategies That Work
Start with High-Impact Elements
Your main image and title should be your first priorities. These elements directly affect whether people click on your listing from search results. Everything else comes after you’ve optimized these fundamentals.
Use Your Brand Analytics Data
Smart sellers leverage Amazon Brand Analytics to understand customer search behavior before designing their tests. If you know what customers are actually searching for, you can test titles and content that speak directly to those needs.
Think Beyond Individual Products
Once you’ve found winning approaches for one product, test similar strategies across your entire catalog. Customer preferences often translate across related products in your brand.
Common Mistakes That Kill Results
Testing Too Small Changes
Don’t waste your time testing whether “Premium Quality” works better than “High Quality” in your title. Test substantially different approaches—different value propositions, different angles, different ways of presenting your product entirely.
Giving Up Too Early
Amazon’s algorithm needs time to collect enough data for reliable results. Sellers who peek at results after three days and panic about being behind are making decisions based on noise, not signal.
Ignoring Mobile Experience
Remember that most Amazon shoppers are on mobile devices. Your image tests should consider how they’ll look on a small screen. Your title tests should account for how they’ll appear when truncated on mobile.
Advanced Lightning Deal Testing
One area where sellers often overlook testing opportunities is with Lightning Deals. While you can’t A/B test the deals themselves through Manage Your Experiments, you can test different listing optimizations before applying for Lightning Deals to maximize their impact.
The key is preparing your listings with optimized content before the deal goes live. Test your main images and titles during regular traffic periods, then implement the winning variations before your Lightning Deal launches.
Leveraging Brand Analytics for Better Tests
Amazon’s Brand Analytics provides crucial data that can inform your testing strategy. Use the search term reports to understand what customers are actually searching for, then test titles and content that align with those high-volume search terms.
The demographic data can also help you understand your customer base better, allowing you to test content that speaks to specific age groups, income levels, or geographic regions.
Why This Matters More Than You Think
Amazon built this tool because they know something important: better listings mean happier customers, and happier customers spend more money. It’s a win-win situation.
The fact that Amazon gives this away for free tells you everything you need to know about how valuable they think optimization is. They could easily charge for this feature, but instead, they’re practically begging sellers to use it.
This game-changing tool allows eligible sellers to run A/B tests, also known as split tests, on key aspects of their product pages, giving them data-driven insights to optimize their content and increase conversion.
The Competitive Reality
While you’re reading this, your competitors might already be running tests and optimizing their listings based on real customer data. Every day you’re not testing is another day they’re pulling ahead.
The beauty of Manage Your Experiments is that it removes the guesswork from optimization. You’re not trying to read tea leaves or follow some expert’s advice about what “always works.” You’re getting direct feedback from your actual customers about what they prefer.
The Bottom Line
If you qualify for Manage Your Experiments and you’re not using it, you’re leaving money on the table. Period.
This isn’t about having perfect listings—it’s about systematically improving them based on what your actual customers prefer, not what you think they want.
The sellers who embrace this kind of data-driven optimization are the ones who’ll dominate their categories in the long run. They’re not guessing what works; they’re proving it.
So here’s my challenge to you: if you meet the requirements, set up your first experiment this week. Pick your best-selling product, choose the element you think has the most room for improvement, and let Amazon’s algorithm tell you what really works.
Your conversion rates—and your bank account—will thank you.
Need help setting up your A/B test? Space Command is here to help.