What Are Amazon Virtual Bundles?

Virtual Bundles are a feature that allows brand owners to combine products within their registered brand and offer them at an attractive bundle price.

By grouping two to five complementary FBA products, customers can easily explore a larger part of your assortment. The key advantage is that you do not need to physically package the products yourself. Amazon handles the entire fulfillment and shipping process.

How to Create a Virtual Bundle

Creating a Virtual Bundle is simple. Follow these steps to get your bundle live today:

1. Go to Seller Central, open the hamburger menu, select “Brands,” and click on “Virtual Bundles.”

2. Open the “New Virtual Bundle” page and complete all required information.

3. Click “Save and Publish.” Amazon will automatically generate a new ASIN for the bundle.

Important:

The bundle price must always be lower than the combined total price of the individual products included in the bundle.

What Are the Benefits of Virtual Bundles?

Virtual Bundles offer several advantages for sellers who want to increase revenue and visibility.

By bundling products, you encourage customers to purchase multiple items at once. Instead of buying a single product, they are more likely to choose a combination with a small discount. This increases the average order value without requiring additional advertising spend.

Virtual Bundles receive their own product listing on Amazon. This means they can appear in search results, recommendations, and on product detail pages. As a result, customers are more likely to discover your brand and complementary products, especially when the bundle logically fits their purchase.

You also clearly demonstrate which products belong together, positioning your brand as complete and professional.

Because Amazon assembles the bundle virtually, you do not need to create physical bundles or handle additional packaging. The individual products remain in the fulfillment center and are only digitally linked together when an order is placed.

When creating manual bundles, sellers often need to maintain separate bundle inventory alongside regular stock. This leads to duplicate inventory positions and added logistical complexity. With Virtual Bundles, this is no longer necessary. Amazon automatically combines the individual products based on available inventory.

This not only saves time but also reduces the risk of errors and keeps your inventory management streamlined. You can also respond more quickly to trends without arranging new bundle packaging or allocating additional stock.

Virtual Bundles make it easy to offer related products together, such as accessories, refills, or complementary variations. This helps customers make a complete purchase decision and increases the likelihood that they buy multiple products from your brand.

Expert Tips

Get the most out of this new function with the following tips from our experts:

Bundles perform best when products complement each other and are frequently purchased together. This makes the decision easier for customers and increases conversion rates.

For example:

• Dining chairs sold in sets of 2 or 4

• Matching beach accessories

• A duvet cover with matching pillowcases

• Skincare refills

Leverage seasons and key moments that influence search behavior. Creating bundles around relevant themes increases both visibility and attractiveness.

Consider bundles for:

• Valentine’s Day, Easter, Christmas, or other special occasions

• Gifts for him or her

• Special milestones such as a birth