# App screenshots that win the tap, and how to A/B test them

> What each store shows from your screenshots and preview videos, how many you can upload, and how to A/B test them with Apple's Product Page Optimization and Google Play's store listing experiments.

Source: https://aso.fastemy.com/guides/screenshots-and-ab-tests/ · Updated: 2026-10-31 · Fastemy ASO Agent

## The short answer

1. On the App Store, search results show your first one to three screenshots (or a preview); your page holds up to 10.
2. On Google Play, upload 2 to 8 per device type, and at least four at 1080 px or more to be eligible for screenshot-based recommendations.
3. Previews autoplay muted on both stores, so the first seconds must work without sound.
4. Test before you guess: Apple lets you try up to three treatments, Google Play up to two variants.

Your words get you into the results; your images get the tap. Apple says search results can show your rating and up to three screenshots or previews,[^apple-search] so for most people, your first three screenshots *are* your ad.

## 1. Know what each store shows

| | App Store | Google Play |
|---|---|---|
| Screenshots | Up to 10 per device size[^apple-screenshot-specs] | 2 to 8 per device type[^play-preview-assets] |
| Shown in search | First 1–3 when there's no preview[^apple-product-page] | Can appear in search and on home[^play-preview-assets] |
| Video | Up to 3 previews, 15–30 s, before screenshots[^apple-preview-specs] | One YouTube video, first 30 s autoplay muted[^play-preview-assets] |
| Extra eligibility | — | 4+ screenshots at 1080 px for recommendation formats[^play-preview-assets] |

## 2. Make the first three readable as one sentence

One benefit per screenshot, in a few large words, over the real screen. Read left to right, the first three should tell the whole story: what it does, how fast, why it's better. Apple suggests adding a Dark Mode screenshot if your app supports it.[^apple-product-page]

## 3. Design for mute

App Store previews autoplay muted, so the opening seconds matter most.[^apple-product-page] Google Play autoplays only the first 30 seconds, muted, and recommends showing the real experience in the first 10.[^play-preview-assets]

## 4. A/B test on each store

![Apple Product Page Optimization vs Google Play store listing experiments](https://aso.fastemy.com/img/en/ab-tests.svg)

**App Store: Product Page Optimization.** Test up to three treatments of your icon, screenshots and previews against your page, one test at a time, for up to 90 days. A test with a new icon needs that icon in your app binary.[^apple-ppo]

**Google Play: store listing experiments.** Test up to two variants against your listing. A default graphics experiment covers the icon, feature graphic and screenshots; localized experiments, up to five, can also test descriptions. Experiments stop on their own after six months.[^play-experiments]

## 5. Then aim pages at searches

Apple's custom product pages (up to 70) can be assigned keywords, so a search can land on the page with the most fitting screenshots.[^apple-cpp] Google Play's custom store listings can do the same for search keywords, up to 50 listings.[^play-csl]

## 6. 2026: assets are moving into search

Apple now shows rich creative assets, images and video, in search results and product page headers.[^apple-whats-new] Google advises keeping listings fresh and uploading high-resolution media that looks right on every screen size.[^play-oct-2026]

[^apple-search]: Apple Developer, “App Store search”, https://developer.apple.com/app-store/search/ (undated · read 2026-10-31)
[^apple-screenshot-specs]: Apple Developer, “Screenshot specifications”, https://developer.apple.com/help/app-store-connect/reference/app-information/screenshot-specifications (undated · read 2026-10-31)
[^play-preview-assets]: Play Console Help, “Add preview assets to showcase your app”, https://support.google.com/googleplay/android-developer/answer/9866151 (undated · read 2026-10-31)
[^apple-product-page]: Apple Developer, “Creating your product page”, https://developer.apple.com/app-store/product-page/ (undated · read 2026-10-31)
[^apple-preview-specs]: Apple Developer, “App preview specifications”, https://developer.apple.com/help/app-store-connect/reference/app-information/app-preview-specifications (undated · read 2026-10-31)
[^apple-ppo]: Apple Developer, “Product Page Optimization”, https://developer.apple.com/app-store/product-page-optimization/ (undated · read 2026-10-31)
[^play-experiments]: Play Console Help, “Run A/B tests on your store listing”, https://support.google.com/googleplay/android-developer/answer/6227309 (undated · read 2026-10-31)
[^apple-cpp]: Apple Developer, “Custom product pages”, https://developer.apple.com/app-store/custom-product-pages/ (undated · read 2026-10-31)
[^play-csl]: Play Console Help, “Create custom store listings to target specific user segments”, https://support.google.com/googleplay/android-developer/answer/9867158 (undated · read 2026-10-31)
[^apple-whats-new]: Apple Developer, “What’s new on the App Store”, https://developer.apple.com/app-store/whats-new/ (undated · read 2026-10-31)
[^play-oct-2026]: Android Developers Blog, “New ways to drive smarter discovery, deeper engagement, and business growth on Google Play”, https://android-developers.googleblog.com/2026/10/new-tools-for-discovery-and-engagement.html (2026-10-13)

## FAQ

### How long should an App Store preview video be?

Between 15 and 30 seconds, up to three per device size and language. Previews play before your screenshots.

### Does screenshot text affect App Store search?

Apple's search page doesn't list screenshot text among its inputs. Write it for people: one benefit per screenshot.

### How long should an A/B test run?

Apple's tests run up to 90 days; Google Play's stop on their own after six months. Both estimate how much traffic you need.