A/B testing is one way to ensure you can hold your organic rankings and current ad performance on Amazon. Why A/B Testing Is ImportantOn Amazon, most of the product detail page conversion rate optimization (CRO) is handled for you. Therefore, A/B testing allows you to experiment with different content variations, emphasis, and use cases, and identify what resonates best with your target customers. Amazon Handles The Page CRO – Continue To Refine Your ContentFocus on content testing, as Amazon already handles most of the page conversion rate optimization. A/B testing plays a pivotal role in maximizing your Amazon ad performance.