Amazon is an ultra-competitive space. Consumer behavior shifts, new competitors emerge, trends evolve, and what worked last quarter might not work today. One easy way to stay ahead of the curve? Creative testing. Competitive markets require continuous optimization, and having an accurate pulse on what creative resonates most with your audience makes optimizing a breeze.
But it’s not just about maintaining a good vibe in your creative. Creative testing keeps your brand ahead by ensuring you’re always optimizing based on performance data. If your competition is testing and optimizing, and you’re not, you’re already behind.
Amazon’s Algorithm Prioritizes High-Performing Content
Bottom line: Amazon wants customers to find, click, and buy. That means its algorithm favors listings with higher engagement and conversion rates. And we all know that the right creative matters. Testing different creative assets helps you optimize for these metrics, improving your organic ranking and boosting ad efficiency.
Keep in mind these metrics that are important to Amazon and should be kept top of mind when creating and testing creative:
- A stronger click-through rate (CTR) signals relevance to Amazon, increasing your ad’s visibility.
- Higher conversion rates (CVR) help listings rank better in organic search results.
- Engaging A+ Content can increase purchase intent and time spent on product pages.
If you’re only guessing what works, you’re likely missing out on higher rankings and more conversions.
Small Tweaks Can Have a Huge Impact on Sales
We’re not talking about testing two drastically different images or copy (although that has a time and place!). A small image change or a minor copy adjustment can significantly impact performance. Brands that continuously test creative assets often see measurable improvements, such as:
- A 15-20% increase in conversion rates from enhanced product images.
- A higher CTR on Sponsored Brand Ads by refining ad headlines and creative.
- An uplift in repeat purchases by testing lifestyle imagery that resonates better with the target audience.
Without testing, you’re making assumptions. And assumptions don’t drive revenue — data does.
What Should You Test?
Not sure where to start? Here’s what you should be testing on Amazon to maximize performance:
Product Images
Your main image is a consumer’s first impression, and in some cases, it might be the only image a shopper views, so make it count. However, research shows that most Amazon shoppers view all photos in the carousel, so additional images are critical as well. Testing different variations such as angle, background, lighting, zoom level and more can significantly impact CTR for both main and additional images.
Test Options:
- Lifestyle vs. studio images to see which drives more engagement.
- Infographic-style images to communicate value props quickly.
- Different product angles to highlight key features.
A+ Content & Storefront Design
A+ Content and the brand storefront help enhance the shopping experience, offering shoppers more products to choose from and view, but not all content performs equally.
Test Options:
- Embedded text vs. native overlay text
- Product-focused sections vs. storytelling content
- Comparison charts to showcase key differentiators
Sponsored Brand & Sponsored Display Ads
Amazon advertising is a major revenue driver, but your ad creative needs to be tested just like your organic content.
Test Options:
- Ad headlines: Does a benefits-driven headline perform better than a feature-focused one?
- Creative elements: Testing lifestyle images vs. product-focused images.
- Call-to-action variations to see what gets the best response.
Bullet Points & Product Descriptions
Shoppers skim, and chances are high they aren’t reading every single bullet point closely. The right bullet points can increase conversions by making key details easy to digest.
Test Options:
- Shorter vs. longer bullet points to find the balance between information and readability.
- Different value propositions (e.g., “fast absorption” vs. “doctor recommended”).
- Tone & structure: Does a friendly, benefit-driven style work better than a more technical one?
How to Run an Effective Amazon Creative Test
Step 1: Establish a Clear Hypothesis
Decide what you want to learn. Example: “Will a lifestyle image increase CTR more than a studio product shot?”
Step 2: Use Amazon’s A/B Testing Tools
Amazon offers built-in Manage Your Experiments (MYE) for A+ Content, titles, and main images. Use it to test variations with real Amazon shoppers.
Step 3: Track Key Performance Metrics
Make sure you have a metric noted for measuring success. Some options include:
- Click-Through Rate (CTR) – Are more shoppers engaging with your ad/listing?
- Conversion Rate (CVR) – Are more visitors converting into buyers?
- Sales Lift – Are tested creatives driving higher revenue?
Step 4: Optimize and Repeat
Once you have a winning variation, apply learnings across your entire catalog and keep testing new iterations. Amazon trends change, and continuous testing ensures long-term success.
If you’re running Amazon ads, optimizing product pages, or investing in A+ Content, creative testing isn’t optional — it’s essential. The brands that test, refine, and adapt their creative consistently win more clicks, more conversions, and more revenue.