Amazon A/B testing is a method based on data and experimental evidence to test product display effects, including main pictures, titles, A+ content, etc. Through A/B testing, sellers can decide which version of pictures or copy to use based on test data and results, so that product display is more in line with user needs and has the best sales effect.
1. Applicable conditions for A/B testing
Although A/B testing is an effective optimization tool, not all products and sellers can use this function. The following conditions must be met to conduct A/B testing:
Registered brand ownership: The seller must be the owner of a registered brand.
Sufficient traffic: The product must have sufficient traffic to be tested.
Only one ASIN is allowed at a time: Only one ASIN can be tested at a time.
Low traffic does not meet the conditions: Amazon believes that ASINs with low traffic are not suitable for A/B testing.
2. Restrictions and impacts
For new products, due to the lack of sufficient traffic, they usually do not meet the conditions for A/B testing. New products need to wait for sales before they can be tested. In addition, there is no accurate timetable for the result data of A/B testing, because Amazon usually calculates the test results once a week or every two weeks, and sometimes there will be delays. This may have a certain impact on the early creation of new products.
3. How to determine whether a product meets the A/B test conditions?
Sellers can check whether the product meets the conditions on the left side of the editing page of the backend listing. If the product does not meet the conditions, it is usually due to insufficient traffic. On the editing page, you can click “View eligible products” to view eligible products in your store. Follow the page prompts to create a test.
4. The importance of main picture testing
The main picture directly determines the click-through rate and conversion rate of the product. Therefore, it is particularly important for sellers to understand the display effect of the main picture on the Amazon front desk before creating the product. Many sellers will optimize their main pictures by comparing them with their competitors’ main pictures, so as to obtain better display effects and sales performance on the Amazon platform.
Through the above methods and tools, sellers can use A/B testing to optimize the display effect of products, thereby improving the competitiveness and sales potential of products.