Take Advantage of the New Amazon Virtual Product Bundles Tool

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You can now create virtual product bundles with Fulfillment by Amazon ASINs to help increase your sales, if you are a brand owner. Using the new Amazon Virtual Product Bundles tool, you can build a new bundle detail page that allows customers to buy complementary items together at a discount.

Bundles use your existing FBA inventory and no changes are necessary to your FBA inbound shipments. Creating a virtual bundle is free, but note that standard selling fees and FBA fees apply.

Creating Virtual Product Bundles

The Amazon virtual product bundles tool for FBA, lets brand owners create ‘virtual’ bundles made up of two to five complementary ASINs. They can sell them together from a single detail page. This allows brand owners to offer bundles without packaging items together or changing FBA inbound inventory. The tool works best with Firefox or Chrome.

Amazon Seller Central

Virtual Product Bundles

Virtual bundles are 2-5 products from your catalog that you can sell as one, typically at a discount. You can sell them together, but not necessarily pack them together.

Virtual bundles allow customers to shop for products that go well together, making it easier to discover and buy more from your Brand’s catalog.

The number of virtual bundles available for Customers to purchase is based solely on the smallest quantity available of all the products within the bundle. For example, if you have a bracelet with an available quantity of 20 and a necklace with an availability of 30, there would be 20 virtual bundles available. The quantity available automatically adjusts.

When you create a virtual bundle, it becomes an independent SKU. You can edit the title, description, bullets, images, and price. However, you cannot change the products offered within the bundle itself.

virtual bundles layout

Seller Eligibility

The Amazon virtual product bundles feature is only available to sellers who own a brand. The seller must be internal to the brand and responsible for selling the brand on Amazon. If you do not have access to this feature, it’s possible that you don’t meet these criteria.

Product Requirements

To be eligible, ASINs need to belong to a brand that you own and that is registered in the Brand Registry. They also need to have active FBA inventory in the ‘New’ condition. 

Gift cards, electronic products (like digital music, video, and books), and renewed/used ASINs cannot be part of virtual bundles. Note as well that Amazon virtual product bundles can be created only in the US Amazon store.

Each component ASIN must be buyable on its own. This means that multipacks and “multi-box” items (single ASINs that ship in parts in multiple boxes) cannot be created with this tool. To include multiple units of an ASIN in your bundle, add the ASIN to your bundle. Then, click on the number ‘1’ next to ”Quantity in bundle” to share quantity from the available FBA in–stock inventory for ASIN components.

You may choose any ASIN in your bundle to be its main component. The main component helps determine the search and browse categorization of the bundle. A bundle ASIN inherits search keywords from its main component ASIN. You cannot change the main component of a bundle after you create it. If you need to do so, delete your bundle and re-create it. Use a different SKU or make sure to wait 24 hours before reusing the same SKU.

On desktop, the detail page of the main component in your bundle may show the Make it a bundle widget which shows up to six bundles that share the same main component ASIN. The widget does not appear on mobile. Note that it is against the Amazon virtual product bundles policies to create a bundle that has the exact same components as an existing bundle but a different designated main component.


Product bundles can be priced lower than or equal to the sum total of prices of the products in the bundle. The most successful bundles typically offer attractive discounts.

If a bundle price becomes higher than the sum of its component’s prices, then the bundle will lose Buy Box eligibility. Bundle prices will remain the same even if the price of a component changes; it is the seller’s responsibility to monitor the bundle price and update it if component pricing changes.

API integration/Feeds

Amazon virtual product bundles can only be created and edited in Seller Central. There is no API/feed integration available. Do not try to edit a bundle using a feed or any means other than the bundles tool. If you do, your bundle may stop being buyable. To fix this type of error, first remove the bundle ASIN from your API integration or third-party tool. Then, edit and re-submit the bundle.

Deals, Coupons, A+ Content, and Advertising

Bundles must meet all standard criteria to be eligible for Deals. Note that adding a bundle discount does not affect the price history of its component ASINs or their eligibility for Deals. Bundles are compatible with coupons and A+ content.

Bundles are also compatible with Sponsored Brands ads. They are not compatible with Sponsored Products at this time.

Reviews and ratings

Bundle ASINs have separate reviews and ratings from those of the component ASINs in the bundle.

Orders and Returns

Orders are recorded as if each component of the bundle was purchased as part of the same order. In most Seller Central reports, the bundle ASIN/SKU does not record an order, only the components do. Components can be returned separately. If your bundle had a discount, customers will receive a prorated refund upon return.


Since all the products are fulfilled separately just as if they were purchased separately, there are no changes to fulfillment fees; all standard selling fees will apply.

Final Thoughts

Amazon virtual product bundles are a great way for brand owners to increase sales. Bundling products together shows customers additional options to purchase that they may have never thought of themselves. Bundles from other sellers also often come along with a discount, and by offering one yourself, you can sweeten the deal and encourage greater order value.

Creating Amazon virtual product bundles is also easy, as long as the products are new and registered under your brand name on Amazon.

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