Amazon A/B/C/D/E Tests And Discovers Better Product Information For Their Listing Tiles

Leak #96 from   |   Aug 16, 2023 Listing

Here is another super interesting online experiment captured in around June 2023 from Amazon. The online giant has been aggressively a/b testing what information to show on their product tiles as displayed on search result and listing pages. I managed to detect at least 4 sibling variations. Two months later, one version with the combined elements (shown as variation E) seems to have been rolled out - hinting at hifgher optimality and a really great test design.

A - Jun 6, 2023 Screenshot
B - Jun 6, 2023 Screenshot
C - Jun 6, 2023 Screenshot
D - Jun 6, 2023 Screenshot
IMPLEMENTED Confirmed Aug 16, 2023
E - Jun 6, 2023 Screenshot

Highlighted UI Changes From This Leak

  1. Social Proof (Weekly Range): X bought in the past week

    In the first B variation we see a form of social proof that shows how many customers have purchased this product in the last week.

    This is very similar to Pattern #7: Social Counts

  2. Delivery Timeframe

    In the next (C) variation we see the addition of a possible earliest delivery date of the product.

    This is very similar to Pattern #62: Urgent Next Day Delivery

  3. Social Proof (Monthly Range): X bought in the past month

    Similar to the B variation, the D variation extends the social proof range to a month (with a higher number of customers who have purchased the product). A very interesting "intensity" setup.

  4. All Together: C + D

    I also managed to detect a variation (or possibly two overlapping experiments) where both C and D were combined together. Given the implementation we can probably make an inference that:

    B < C

    A, B, C, D < C + D


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