- Campaign StrategyCreator campaigns and launch plans
- Contracts & ComplianceCreator agreements and disclosure rules
- Creator OutreachFind, pitch, and manage creators
- Performance & ROIMeasure creator campaign impact
- Scaling & GrowthScale influencer-led growth channels
- UGC & AffiliatesUGC content and affiliate partnerships
- Algorithm ChangesSearch, marketplace and ranking updates
- Funding & M&ADeals, acquisitions, rollups, capital
- Market ReportsMarketplace data and trend reports
- New LaunchesNew tools, brands and launches
- Platform UpdatesAmazon, TikTok, Shopify, Walmart changes
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- Seller Success StoriesFounder stories and marketplace wins
The Selller Podcast EP17 | CTR secrets and A/B Testing strategies with PickFu | John Aspinall PickFu
YouTube · 16:9PickFu's John Aspinall breaks down how AB testing and click tests can validate main images, A+ content, and product sourcing decisions before spending on ads with real poll data showing why "benefits over features" wins every time.
In this episode
- PickFu lets sellers poll targeted consumer panels (from over 90 demographic and behavioral traits) using AB, ranked, open-ended, or click tests giving real feedback on images, videos, and product pages before spending on ads.
- Click tests are especially powerful for sourcing decisions: in one example, a $9.99 product with one unit outsold a $5.99 two-pack competitor because respondents preferred its color and perceived quality, proving price and quantity don't always win.
- PickFu testing should generally happen before using Amazon's built-in Manager Experiments (A/B testing), since Amazon's tool risks losing sales on the underperforming variant. Testing first reduces that risk, and sellers below a certain sales threshold can't access Manager Experiments at all.
- John recommends testing one image element at a time: the main hero image for CTR, then the image stack, then A+ content, and consistently using an "us vs. them" comparison approach that highlights real product advantages without naming competitors directly.
- Premium A+ content with embedded videos and carousels can hurt conversion if customers don't click play or swipe since Amazon shoppers rarely watch product videos the way they would on TikTok or YouTube; hidden information often goes unseen.
- Seasonal merchandising (swapping hero images for Halloween, Christmas, Valentine's Day, etc.) and understanding a product's natural seasonality matters beyond just Prime Day sellers should test what resonates for their specific category's peak periods.
The clearest lesson here is that intuition about pricing and features is often wrong. John's blender and detangling brush examples show shoppers responding to things sellers wouldn't expect, like color or perceived quality, more than price or bundle size. Before committing ad spend or a full inventory order to a design choice, a small, targeted poll can save thousands in wasted spend or unsold stock, especially for new product launches or color/variant decisions.
Resources mentioned
- PickFu
- PickFu Podcast
John Aspinall
John Aspinall is an Amazon creative strategist, educator, and founder of Aspi. He helps brands increase Amazon sales through high-converting listing images, creative optimization, merchandising, and data-driven growth strategies. Known for his practical insights into Amazon CTR, creative testing, and listing optimization, John regularly speaks on helping brands maximize performance across Amazon marketplaces.
