From Storytelling to Measurable Revenue: What to Test Every 60 to 90 Days

Most Amazon Brand Stores are built on opinion, not data. This makes them static landing pages, not working conversion funnels.

Many sellers design their Store once, focus on aesthetics, and then leave it for months or even years. This ignores its main purpose: turning visitors into buyers.

Your Store needs regular testing and changes based on what customers do. Every part that doesn't help a sale is wasted space.

Here’s a plan for testing and improving your Store pages with data:

Test Your Hero Section: This is your most valuable spot. It needs to grab attention and get people to click.

Here’s how to improve it:

• The Test: A/B test different hero images and headlines (like lifestyle vs. product focus). Run each version for a set time.
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• The Metric: Use Store Insights to measure the CTR for the tiles in your hero. Keep the version that gets better results.

Match Collections to Customer Search: Your collection names shouldn't be based on your own internal terms. They should use the same words customers use to search.

Here's how to improve them:

• The Test: Look at your SQP (Search Query Performance) report. Find the top 6-10 search terms that bring people to your products.
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• The Metric: Rename your Store collections using those exact customer words. This makes it easy to find things and answers their search directly.

Measure Sales, Not Just Clicks: Clicks and page views are just steps. The real goal is sales. You need to connect your Store changes to the money you make.

Here's how to measure it:

• The Test: Track your sales for several weeks after you change your hero or collections.
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• The Metric: In Store Insights, focus on sales from the Store, units per order, and ASIN-level engagement (which products get clicks/sales).

This proves your changes are making money. Remember to check mobile (77%+ of traffic).

Refresh Regularly: Customer behavior changes.

We recommend checking your Store layout with this data every 60 to 90 days. This is also the perfect time to plan for holidays.

For holidays like Christmas or Mother's Day, change your main page. It's a simple change that shows shoppers your products are great for gifts and helps you get those holiday sales.

Doing this often turns your Store from a simple page into a tool that grows your business.

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