Amazon A/B Tests And Rolls Out Product Reassurances

Leak #67 from   |   Mar 29, 2021 Product

Amazon (Canadian) recently ran this A/B test where they added these three little reassurances on some of their products. This experiment is similar to the maturing Benefit Bar pattern that addresses common objections to a purchase. Today it finally looks like the variation was completely implemented.

A - Feb 9, 2021 Screenshot
IMPLEMENTED Confirmed Mar 29, 2021
B - Feb 9, 2021 Screenshot

Highlighted UI Changes From This Leak

  1. Added Reassurances

    In the variation we can see three added reassurances just below the price. They reassure about: security of the transaction, a returns policy and Amazon's delivery. Clicking on any of the three link labels launched a simple tooltip with an explaining sentence. 

    0.5 Repeatability has been assigned to Pattern #45: Benefit Bar as evidence that it's getting better

    Repeatability is a net count of evidence for or against a pattern. It’s how we can predict which patterns are better than others. :)