Advantages of Amazon Virtual Product Bundles for FBA Sellers
Do you sell a range of complementary products on Amazon? If you’re a brand owner using Amazon’s marketplace, you now have the option to group multiple FBA product virtual bundle under one listing — without the hassle of packaging them together.
As we’ve covered in previous posts, Amazon is always rolling out new tools to help sellers grow their business. One such tool, introduced in late 2020, is Virtual Bundles. This feature allows brand-registered sellers to combine between 2 to 5 FBA products into a single listing, giving customers a convenient way to purchase related items together.
Previously, if you wanted to sell a bundle, you had to physically package the products, label them, and send the bundle to an Amazon FBA warehouse. Now, thanks to virtual bundling, you can skip that extra work — saving time and offering a smoother buying experience for your customers.
What is a Virtual Product Bundle?
The Virtual Product Bundle tool enables brand owners to digitally group up to five of their FBA ASINs into one offer.
Instead of packing and shipping complementary products as a physical bundle, sellers can easily combine their ASINs through Seller Central. It only takes a few minutes — and no packing tape needed.
How do Virtual Product Bundles work?
These bundles don’t just make shopping easier for customers; they also help sellers increase their average order value. If you notice customers often purchase certain items together, creating a virtual bundle simplifies the process for them and encourages larger orders. Plus, buyers can get everything they need from one seller instead of searching multiple listings.
1. Each bundle must have between two and five ASINs
For example, if you run a popcorn brand, you can bundle your top five flavors under one listing. This way, customers can buy all five with a single click instead of jumping from page to page.
Keep in mind, the available inventory for your bundle will be based on the item with the lowest stock. Make sure one product doesn’t hold back the availability of the whole bundle.
2. Every ASIN must be available for individual purchase
Each product in your virtual bundle needs to have its own separate listing. That way, if a customer only wants one of the items, they can still buy it without purchasing the entire bundle.
3. You can adjust quantities of ASINs within a bundle
Let’s revisit the popcorn example. If you want to include two caramel-flavored packs and one sea salt, you can. Virtual Bundles allow you to customize the quantity of each item in your bundle for more flexible offers.
4. Pick your best-selling ASIN as the main component for better visibility
When creating a bundle, you’ll need to designate one ASIN as the primary item. This product will influence your bundle’s search visibility and category placement, as the bundle inherits search terms from this main ASIN. Choose strategically.
On the main product’s detail page, customers will also see a “Make it a bundle” widget, letting them know they can purchase the item along with related products.
5. Advertising and A+ Content options
At the moment, Virtual Bundles can only be promoted through Sponsored Brand ads — not Sponsored Product ads. However, sellers can create custom A+ Content pages specifically for their Virtual Bundles to enhance the product listing.
6. Offer a discount to attract buyers
While it’s not mandatory to discount your bundle, Amazon recommends doing so. Successful bundles typically feature a price cut to entice customers. Also, remember your bundle’s price can’t exceed the total cost of the individual ASINs. If it does, you risk losing the Buy Box.
Example of an Amazon Virtual Bundle
A good example is a brand offering a hand soap trio. When customers select this bundle option, they’re taken to a dedicated bundle listing where they can purchase the grouped products.
Who is eligible to create a Virtual Bundle?
To qualify for Virtual Bundles, sellers must meet certain criteria:
- The ASINs must belong to a brand you own and that’s enrolled in Amazon’s Brand Registry program.
- Products must have active FBA inventory in ‘New’ condition.
- Some items aren’t eligible for bundling, including gift cards, digital products (music, video, eBooks), and refurbished/used items.
- Virtual Bundles can currently only be created for the U.S. Amazon marketplace.
The benefits of a Virtual FBA Product Bundle
By now, you’ve probably picked up on several advantages of creating Virtual Bundles — but let’s lay them out clearly.
You can offer more value and added convenience to your shoppers. Customers appreciate a good deal, and giving them the option to buy multiple products in one discounted package is a great way to boost satisfaction.
There’s no need to physically assemble and ship your bundle. This is one of the biggest perks — you don’t have to prep, label, or send bundled items to an FBA center. It saves time, labor, and overhead costs since you’re also spared the trouble of creating new listings or purchasing UPCs.
Virtual Bundles don’t require a new UPC. Normally, physical bundles would need a unique barcode. But with Virtual Bundles, Amazon assigns a unique SKU automatically, which you can track in your Seller Central inventory dashboard.
You can fully customize your bundle listing. After setting up a bundle, you’re free to edit its title, product images, description, pricing, and even A+ Content to fine-tune your offer.
It’s an effective way to promote your other products. Pairing your top-selling items with complementary products improves brand exposure and encourages customers to explore your full product lineup. Use your best-seller as the main bundle ASIN to lead buyers to your additional offerings.
How to set up a Virtual Bundle
To start using Virtual Bundles, you must be enrolled in Amazon’s Brand Registry program. Currently, since the tool is still in beta, not all registered brands may have immediate access.
To check, log in to Seller Central, head to the Brands tab, and select “Virtual Bundles.” Inside the Virtual Bundle dashboard, you can choose which products to group, upload images, and write your bundle title, bullet points, and description.
As suggested earlier, Amazon encourages sellers to price their bundles attractively. As you input your price, the tool will display the combined cost of the individual ASINs. If your bundle price is higher than that total, you won’t be eligible for the Buy Box — so be sure your bundle offers fair value.
Once you’ve finished setting everything up, click “Save & Publish.” Your Virtual Bundle will go live shortly after.
Are Virtual Bundles worth it?
Given how simple it is to set one up, they’re definitely worth a try. If you’ve got products that customers frequently buy together, why not test a bundle and see how it performs?
If you’ve identified items that naturally pair well, package them as a deal — maybe throw in a discount — and offer added convenience to your buyers.
Go ahead and experiment with Virtual Bundles. If you have questions or want to share your experience, drop us a comment below.
