Imagine customers in your Amazon store no longer needing to search for multiple items separately, but instead effortlessly adding complementary products to their cart with a single click. This is no longer just a concept—it's the convenience offered by Amazon's Virtual Bundles feature. This functionality enables brand owners to combine multiple Fulfillment by Amazon (FBA) products into a single listing without physically packaging them, saving sellers time and costs while enhancing the shopping experience for buyers.
Understanding Amazon Virtual Bundles
Amazon's Virtual Bundles tool allows registered brand owners to virtually combine up to five FBA ASINs (Amazon Standard Identification Numbers) into one product listing. Unlike traditional bundled products, sellers do not need to physically package complementary items or ship them to FBA warehouses. Instead, they can link these ASINs through Seller Central, streamlining the bundling process and offering greater flexibility in managing product combinations.
Virtual Bundles not only provide convenience for customers but also help sellers increase average order value. By identifying products frequently purchased together, sellers can create bundles that simplify the buying process and encourage customers to purchase more items. Additionally, customers benefit from a one-stop shopping experience, reducing the need to search for individual products across multiple sellers.
Key Features of Virtual Bundles
- Quantity Limits: Each bundle must include at least two and no more than five ASINs. Sellers should carefully select complementary products to maximize sales potential.
- Individual Purchases: Each ASIN in the bundle must be available for standalone purchase, ensuring flexibility for customers who may not need the entire bundle.
- Quantity Adjustments: Sellers can include multiple units of a single ASIN in a bundle, such as increasing the quantity of a high-demand product to enhance the bundle's appeal.
- Primary Component: Sellers must designate one ASIN as the bundle's primary component, which determines the listing's search and categorization. Choosing a best-selling ASIN can improve visibility.
- Customer Notifications: A "Bundle It" widget appears on the primary ASIN's detail page, informing customers of the option to purchase complementary products together.
- Advertising and A+ Content: Virtual Bundles are eligible for Brand Registry advertising but not Sponsored Products ads. Sellers can also create unique A+ content to highlight bundle benefits.
- Pricing Strategy: While Amazon recommends offering bundles at a discount, it is not mandatory. However, competitive pricing is crucial—bundles priced higher than the sum of individual ASINs may lose the Buy Box.
Case Study: Hand Sanitizer Bundle
A hand sanitizer brand offers customers three bundle options. Clicking any option directs customers to the bundle listing, simplifying the purchase process and encouraging larger orders.
Eligibility Requirements
To create Virtual Bundles, sellers must meet the following criteria:
- ASINs must belong to a brand registered under Amazon's Brand Registry.
- ASINs must be in "New" condition with active FBA inventory.
- Excluded items include gift cards, digital products, and used/refurbished ASINs.
- Currently, Virtual Bundles are only available in the U.S. Amazon store.
Benefits of Virtual Bundles
- Customer Convenience: Bundles with discounted pricing provide value and streamline purchasing.
- No Physical Bundling: Sellers avoid the logistical challenges of pre-packaging and shipping bundles.
- No UPC Required: Virtual Bundles generate unique SKUs without requiring additional barcodes.
- Customizable Listings: Sellers can edit titles, descriptions, images, and A+ content post-creation.
- Cross-Selling Opportunities: Bundling bestsellers with complementary products increases brand visibility.
Setup Guide
Note: Only registered brands can access the Virtual Bundles tool, which remains in beta testing.
- Access the Tool: Navigate to the "Brand" tab in Seller Central and select "Virtual Bundles."
- Add Products: Choose up to five FBA ASINs that complement each other.
- Create Bundle Details: Upload images, write a title, description, and bullet points.
- Set Pricing: Amazon displays the combined price of individual ASINs; ensure your bundle price is competitive.
- Publish: Click "Save and Publish" to launch your bundle.
Is It Worth It?
Given the minimal setup effort, testing Virtual Bundles is advisable—especially for products frequently purchased together. Offering discounted bundles can enhance customer satisfaction while boosting sales and profitability.