All About A/B Testing Amazon Listing Images

December 1, 2023

Learn how A/B testing Amazon listing images can help you convert and boost your sales.

As an Amazon seller, you are much more independent and self-driven than the average person. As a result, most of the platform’s sellers embrace the fact that they are involved in a heated competition for sales and react accordingly. The platform's top sellers are constantly on the prowl for creative ways to boost product page views and visitor conversions in the form of sales.

Most Amazon sellers primarily focus on listing details that are word and number-oriented: product titles, descriptions, and competitive pricing. Oftentimes, the image used to present the product is overlooked. The little-known truth is Amazon sellers can boost online conversions through the A/B testing of Amazon listing images.

The Basics of A/B Testing

If you haven’t heard of A/B testing or have only heard a little bit about it in passing, rest easy as you are not alone. A/B testing might seem intimidating at first glance, yet there is no reason to be intimidated by this technical approach to gauging the responses to images. Also known as split testing, A/B testing optimizes listings through the analysis of performance in a designated period. In short, A/B testing consists of brief experiments to determine if Amazon listing images are successful.

Though A/B testing is commonly conducted on page variations, it is also run to gauge the impact of specific subtleties on pages ranging from words used in descriptions to prices and more. Give A/B testing a try and you’ll find the running of controlled tests to assess variations of listings presents a goldmine of information.

However, there is a caveat of note that every Amazon seller should recognize: A/B testing of different versions of images will take some time. Run an initial test with one image, analyze ensuing conversions then replace the image with a new one. Run the second test, analyzing conversions after that. Continue to test images, measure the results and you'll have a treasure trove of information that helps improve product listings and responses.

A/B Testing Amazon Product Images

Amazon sellers are encouraged to recognize we are in the midst of a massive societal shift in which people are constantly distracted and in search of the next endorphin rush. Most visitors to Amazon product pages quickly glance at product images, look at the price, and then scroll through the description and reviews. Listings that fail to impress with visually appealing pictures ultimately lose sales to the competition.

Recognize the importance of Amazon product listing images, testing different images, and giving each a significant amount of time to drive sales. Once the sales figures are in, compare the results. If your Amazon product listings are like most, you’ll find there is a meaningful difference in customer responses to how the product is presented.

Once you have an idea of which images are the best for visitor conversion, segue to A/B testing for other listing attributes including description, features, price, title, etc.

A brief overview of how you can test images in your listings using Amazon Seller Central.

Emphasize Quality Over Quantity

It is tempting to A/B test a plethora of product images to get a sense as to which creates the most enthusiastic visitor responses. The downside to testing dozens of images or even more is that it overlooks the fact that most online visitors primarily focus on the listing’s main image.

Ideally, the A/B test will consist of four to eight variations that are highly distinct from one another. Analyze the results and modify images based on those figures and feedback. Most sellers find slightly modifying underperforming images so that they appear similar to the top-performing images makes a meaningful difference in sales.

Patience is a Virtue in A/B Testing

Ask any experienced inbound marketer about the importance of A/B testing and they’ll stress it is most effective when Amazon sellers are committed to letting the tests play out. Resist the temptation to end A/B testing before it is complete. Halting the tests before their completion will only paint a partial picture of what is occurring when potential buyers see your product images. Moreover, it is in your interest to be patient after altering underperforming images and re-testing them.

Recognize it will take time to assess the success of images, remain patient through the test and you’ll likely notice an increase in sales. Otherwise, prematurely ending the experiment will prevent you from understanding the efficacy of images in listing strategies.

Amazon sellers are also advised to focus on a single aspect of the listing when A/B testing. It is a mistake to change the main image in combination with alterations to the product description and title. Such wholesale changes make it difficult to determine if ensuing sales are the result of alterations to the image or other aspects of the listing.

In terms of A/B testing length, those who perform traditional A/B testing on their own without the assistance of software are advised to let the experiment run for a couple of months. In general, inbound marketers and even Amazon’s brass recommend conducting such testing for eight weeks. At a bare minimum, run A/B image testing for a month to get a sense of the response to the use of the listing’s main image as well as supporting images.

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