Not sure whether or not your A+ Content changes are actually doing anything? Try Amazon split testing for A+ Content to find out what’s really driving conversions.
One of the must-do tasks for any serious Amazon seller is optimizing your product listings. That’s just how it works if you want to stay visible, rank higher, and convert more shoppers.
But with all the changes you’re making, how do you know which ones are working? This is where split testing comes in, and it’s especially powerful when applied to your A+ Content.
In this guide, our Amazon agency will show how A+ Content split testing works. We’ll also share the tools to use and how to run tests that give you clear, actionable data.
Table of Contents
What Is Amazon A+ Content?
Amazon A+ Content lets brand-registered sellers upgrade their product listings with custom layouts, images, and charts. It replaces basic descriptions with rich visuals that help shoppers understand the product faster.
This content can highlight features, answer common questions, and tell your brand story. If done right, it makes your listing look more polished and can lead to higher conversion rates.
Eligibility and Guidelines for Using A+ Content
Not every seller can use A+ Content since Amazon keeps it gated for a reason. There are strict eligibility requirements and content guidelines that sellers need to follow if they want access and approval.
Who's Eligible to Use A+ Content
To use A+ Content, you must meet the following criteria:
- Be Brand Registered
You need an active trademark and enrollment in Amazon Brand Registry. - Vendor Central Sellers
Access is automatic if you sell directly to Amazon. - Rare Exceptions
Some high-performing sellers may get access without Brand Registry, but it’s uncommon.
A+ Content Guidelines to Keep in Mind
According to Amazon, here are the key A+ Content guidelines you need to follow:
- Use high-quality images
JPG, BMP, or PNG only, under 2MB, at least 72 dpi. - Keep it original
Don’t reuse standard product or gallery images. - Write clean content
No typos, all-caps, or keyword stuffing. - Avoid exaggerated claims
Skip phrases like “#1 seller” or “100% guaranteed” unless verifiable. - Stay within policy
No pricing, promotions, shipping details, or competitor mentions. - Don’t mimic Amazon
Avoid QR codes, hyperlinks, or anything that looks like Amazon branding.
Key Benefits of Amazon A+ Content
There are different reasons sellers use A+ Content to upgrade their product detail pages and boost conversions. Here are the key benefits:
- Improves visual appeal with lifestyle images, custom layouts, and comparison charts.
- Highlights key features and benefits more clearly than standard bullet points.
- Boosts conversion rates by building buyer confidence.
- Reduces returns and bad reviews by setting clear expectations.
- Caters to different types of shoppers, from skimmers to detail-oriented buyers.
- Cross-sells other products using comparison tables or related item modules.
- Strengthens brand identity by telling your story with rich visuals and messaging.
- Increases customer engagement through a more immersive experience.
- Helps rank better organically by improving sales velocity and customer trust.
What Is Amazon Split Testing for A+ Content?
Split testing, or A/B testing, for A+ Content means comparing two versions of your visuals, messaging, or layout to see which one performs better. The goal is to figure out which version gets you more conversions using real customer data.
If you want to use an Amazon tool, you can run A/B tests inside Seller Central using the Manage Your Experiments (MYE) tool. For sellers who prefer external tools, there are options like PickFu, which can still give you fast, useful feedback on different versions before or after launch.
Testing your A+ Content helps you understand what actually works. It’s one of the most effective ways to fine-tune your Amazon listing and boost sales.
Advantages of Performing Amazon Split Testing for A+ Content
Testing different versions of your A+ Content helps you figure out exactly what drives conversions. Instead of guessing, you’re making decisions backed by real shopper behavior.
Here’s why it matters:
- You can improve conversion rates by seeing which visuals, layout, or copy leads to more sales.
- It lets you refine your brand story and messaging based on what customers respond to.
- You avoid overhauling your entire listing by testing one section at a time.
- You gain insights that help guide future content for other products in your catalog.
- You make the most of your traffic by sending shoppers to a version of your listing that works.
How Does Split Testing for A+ Content Work?
There are a couple of ways to run A+ Content split tests, either through Amazon or using external platforms. Both options let you test different layouts, images, or messaging to see which version works better.
Using Manage Your Experiments to Split Test A+ Content
It’s easy to run A+ Content split tests using the Manage Your Experiments tool in Amazon Seller Central, as long as you follow the correct process and avoid changing too many things at once. This tool helps you run clean tests by automatically splitting traffic between your two content versions.
Here’s how to set up an A+ Content experiment step by step:
1. Log in to your Seller Central account.
2. Hover over the Brands tab on the side menu and click Manage Experiments.
3. Click Create a New Experiment.
4. Choose A+ Content as the type of experiment.
5. Click Select Reference ASIN for the product you want to test.
6. Name your experiment, write a short hypothesis, and choose how long the test should run (e.g., 4, 6, or 10 weeks).
7. In the Content Selection section, upload or select the A+ Content for Version A.
8. Upload or select the alternative A+ Content for Version B.
9. Double-check everything, then click Schedule Experiment in the top right corner.
Seen a New Seller Central Update? Let Us Know!
Amazon Seller Central constantly updates its interface. If you spot a change we missed, let us know using the form below!
Using PickFu to Split Test A+ Content
But here’s the thing: Amazon’s Manage Your Experiments takes weeks to deliver results. That’s why some sellers turn to external tools for faster feedback that they can act on right away.
One of the most effective tools out there, and one we actively use in our Amazon agency, is PickFu. Below is how you can use it to A/B test your A+ Content:
1. Create two A+ Content mock-ups using tools like Canva or Photoshop to design versions A and B.
2. Log in to PickFu.
3. Click New Poll to start creating your test.
4. Upload your two mock-ups as image options.
5. Write a clear question that matches your test goal.
6. Select your target audience based on your ideal customer profile.
7. Launch the poll by clicking Preview and pay, and the Continue to checkout button.
8. Review the results and feedback once it is completed.
Best Practices to Follow When Split Testing A+ Content
There’s no universal formula for A+ Content split testing, but sticking to best practices helps you avoid wasting time and resources. Here are the best practices you should follow when split testing A+ Content on Amazon:
1. Start with a Clear Goal in Mind
Before you even set up your test, get specific. Are you trying to increase conversions? Improve time-on-page? Reduce bounce rate?
If you’re just testing for the sake of testing, your data will lead nowhere. Know your objective so you can track the right metrics and define what success looks like.
2. Test One Major Element at a Time
Don’t test multiple variables at once. Otherwise, you won’t know what change actually made a difference.
Whether it’s your comparison chart layout, your module headlines, or the order of your brand story, isolate one component. Focus testing efforts on high-impact elements like hero banners, benefit callouts, or product features.
3. Let the Test Run Long Enough
Your test needs enough time (and traffic) to generate meaningful data. Cutting a test short can lead to skewed or flat-out wrong conclusions.
For best results, aim for a test duration of 8–10 weeks, especially for higher-priced or lower-velocity products. That window helps smooth out day-to-day buying behavior fluctuations.
4. Avoid Running Tests During Promotions
Running a test during a deal, Prime Day, or Q4 sale can completely throw off your results. Those events boost traffic unnaturally and can mask how users interact with your A+ Content.
Run tests during “normal” traffic periods for clean, reliable insights.
5. Track the Right Metrics
Don’t just look at sales, track session percentage, units sold, click-through rates, and conversion rate. These KPIs show you whether your A+ Content is pushing shoppers toward a purchase, not just attracting attention.
6. Look for Statistical Significance
If one version is outperforming the other by a tiny margin, don’t assume it’s better. Wait until you reach at least a 90% probability that the winning version is more effective, not just lucky, because rushing decisions can lead to bad optimization.
7. Stay Customer-Centric
Don’t test for vanity. Focus on what your audience finds helpful or persuasive.
Are your charts easy to understand? Do your lifestyle images resonate with your target buyer? Make decisions based on improving the customer experience, not just your brand preferences.
8. Document Every Test
Keep a running log of your split tests, such as what you tested, when you tested it, what the results were, and what you changed. This prevents you from testing the same thing twice and helps you see patterns in what consistently works.
9. Be Consistent With Iteration
Don’t just test once and call it good. Your A+ Content should evolve as your audience, competitors, and product offerings change.
Use what you learn from one test to fuel the next. For example, once you’ve found the best layout, you can move on to testing the tone of voice or image style.
10. Be Patient
Split testing isn’t a race. If you’re only a few days in and already refreshing your data, slow down.
Let the test finish. Jumping to conclusions based on early results is one of the most common (and costly) mistakes sellers make.
FAQs About Amazon A+ Content Split Testing
Stop Guessing and Start Testing Your A+ Content
Using A+ Content in your Amazon listings can be powerful if you use it right; it can boost conversions, build trust, and tell your brand story better. But if you just slap it on blindly? You’re wasting space, traffic, and sales potential.
That’s why split testing for A+ Content is a must if you want to know what works. With this guide, we hope you can start testing smarter and turning more browsers into buyers.
Don’t know how to run an effective A+ Content split test or what to test first? Reach out to our full-service Amazon agency and let our experts help you!
