Understanding Amazon Split Testing: Glossary

Acronyms & Jargon explained!


A/B Test

Also referred to as a Split Test. In an A/B Tests, you compare two different versions of a web page to determine which variation performs better.

Want to learn more? Get the full scoop in our split testing bible


Or Amazon Standard Identification Number, a 10 character alphanumeric identifier for each product that is listed on Amazon.


Best Seller Rank

Also referred to as BSR, Amazon ranks every product in its respective category. You can see the best seller rank in the product details section of each listing.

You can use BSR to
get an estimated monthly sales with this handy estimator tool.


Click Through Rate (CTR)

The percentage of people who click on a link in a web page. Click through rate is calculated as total clicks divided by total impressions.

Increase your click through rate by adding enticing copy to your buttons and links.

Conversion Rate

The percentage of visitors who perform a desired action. Conversion rate is calculated by the total number of conversions divided by the number of total visitors.

Split testing is the best way to guarantee an improvement in your conversion rate. Testing your price, product images are two impactful ways to immediately improve your conversion rate.

Conversion Rate Optimization

The practice of improving your website or Amazon listing to continually improve the percentage of visitors that convert into customers.

To maximize your Conversion Rate Optimization, it is recommended to follow a systemized process. Start by testing your main feature image and price. Need more ideas? Check out the AB testing Idea Generator.

Call To Action (CTA)

A Call To Action, often referred to as a CTA, is what you want visitors to do on your page. It should be an enticing, attention grabbing element of the page.

Improve your Call To Action by adding enticing copy to your buttons and links.

Confidence Level

The level at which the probability that the measured conversion rate has improved on your split test landing page for reasons other than chance or outside influence.

Make sure to run any ads (Amazon or otherwise) and promotions the same as you were before you start doing your split tests. Don’t start any new promo strategies mid test.

Control Page

A control page is your (A) page, the one that existed first that you will be running tests against.

Remember to give your split tests meaningful names so you know what you are testing for.


External Factors

External factors will always play a part in a split test. The important thing is to be aware of what these might be so that you can make informed decisions with your results and data.

Ensure you keep note of external factors that you control for each split test you run. If you are running any ads or promotions, continue running them in the same way and keep note of them.


This is just another way of saying “A/B Test” or “Split Test”.

You are effectively doing experiments with your Amazon listings. Feel free to tell new people you are a data scientist 😉


Garbage In, Garbage Out (GIGO)

A computer science term – When you change more than one element of your listing in one test, and are unable to see which element affected the results the most.

Test one element of your Amazon listing at a time, then move on to the next. See Multivariate Testing for testing more advanced tests.


Self explanatory – but very important! Make sure you know what your goals are so that you can make informed choices when your test has run it’s course.

Perhaps you are looking to increase average sales, your daily profits or even your BSR? Set some goals early to help you make decisions with your split test data.


Headline Testing

This is where you test your main headline. On Amazon, this would be your product title.

Your product title is what encourages people to view your listing, test to find the optimal title.


A proposed explanation made on the basis of limited evidence as a starting point for your split test.

Write down your hypothesis before every split test you run, so that you can compare against actual data once the test is complete. Your findings can often be pleasantly surprising!


Image Test

A split test on your listing’s images.

This can include your lead image, other images or even the order of your images.

Inconclusive Result

If your test can not definitively prove that one variation outperforms another variation, it is an inconclusive result.

If your spliit test is inconclusive, try running another test with greater differentiation between the variants. Additionally, you can try running the test for a longer time period.

Iterative Testing

This means to continuously test elements of your listing to make incremental improvements.

Split testing is not a one time thing, continuously run tests to move forward.



A keyword is a word or phrase that describes your product, which helps search engines match a page with the appropriate search query.

Do Keyword Research to create a list of terms that are related to your product, and find estimated monthly search volume for any given keyword.

Keyword Optimization

Optimizing a listing with keywords that people search for the most.

Test your keywords, try putting them towards the front of your product title, in the features and description.

Key Performance Indicators (KPI)

Your KPI’s are linked to your goals for each test. This could be improvements to your average sales, daily profits or improving your BSR.

Set some KPI’s to monitor your split test experiments.


Multivariate Testing

A method for testing a hypothesis where you compare multiple variables to determine which combination performs the best out of all the variants.

Running a successful multivariate test requires a large amount of testing in order to identify a significant result. Try testing just two variables thoroughly before advancing to multivariate tests.



Return on Investment

A profitability ratio that evaluates the efficiency of an investment. To calculate a Return on Investment, use the formula: ROI = (Net Profit / Cost of Investment) x 100.

Comparing the ROI between different investments (or Amazon products) is a great way to identify how to set your priorities.


Parent-Child Products

Refers to products that are essentially the same, yet differ in one or more key attributes, such as size or color.

You can easily test and compare different Child products with Splitly, which automatically identifies Child products.

Product Features

The product features on your Amazon listing.

You can easily test your product features, to see what is most compelling to customers.

Product Description (KPI)

The product description of your Amazon listing.

Test your product description to find out what is the most attractive to customers.



Search Term Field

The field in which you can add any leftover search terms related to your product that you have not used in your title, feature and description.

Remember, Amazon allows 1000 characters in these fields, so don’t be shy!

Split Test

A method of comparing two versions of a web page to see which version performs best. (Synonym: A/B Test)

Interested in running a split test on your Amazon product? Start your first test in five minutes with Splitly.

Statistical Significance

Statistical significance represents the probability that the result of a given split test could have occurred purely by chance.

We recommend at least 80% statistical significance for any split test. Read this to learn how statistical significance your Amazon success here