Amazon Virtual Bundle: Unleashing the Future of Online Shopping!

01 amazon virtual bundle

In the ever-growing world of e-commerce, Amazon Virtual Bundles have emerged as a game-changer for sellers looking to boost their sales and enhance customer experience. The innovative bundling program offers sellers a low-risk, high-reward opportunity to create attractive package deals without physically combining their products.

Throughout this article, we’ll understand Amazon Virtual Bundles, explore how they work, and the benefits they provide for both sellers and customers. From increasing cart value to adding variety, these bundles open up many opportunities to drive sales and gain a competitive edge in today’s dynamic online marketplace.

What Is an Amazon Virtual Bundle?

A Virtual Bundle is an innovative approach by Amazon (link can only be opened if you have a seller account) to help sellers showcase multiple complementary products. This section aims to provide an overview of virtual bundles, their differences from traditional product bundles, and their average order value (AOV) advantages.

Definition and Characteristics of Virtual Bundles

Amazon’s virtual bundles allow sellers to create custom bundles without physically packaging items. The main characteristics include the following:

  • Consisting of 2 to 5 individual ASINs (Amazon Standard Identification Numbers)
  • Products should be complementary and add value to the customer
  • No additional SKU or inventory is required

How Virtual Bundles Differ from Traditional Product Bundles

These offer several advantages over traditional product bundles:

  • Flexibility: Sellers can quickly create and modify the bundles without having to pre-package the products.
  • Inventory management: Items in bundles remain in their separate inventory, making it easier for sellers to track stocks.
  • Buyer experience: Customers can conveniently disassemble the bundles if they only wish to purchase specific products from the group.

How Virtual Product Bundles are a Great Strategy for Average Order Value (AOV)

Incorporating virtual product bundles in your Amazon strategy can significantly enhance AOV:

02 virtual product bundles
  • Upselling and cross-selling: Virtual bundles expose customers to additional products, encouraging potential upsell and cross-sell opportunities.
  • Perceived value: Presenting complementary products together helps customers see the value in purchasing the complete bundle, leading to higher order values.
  • Competitive edge: Offering exclusive combinations can differentiate your products from competitors and increase the likelihood of customers purchasing multiple items.

How Do Virtual Product Bundles Work?

Virtual product bundles revolutionize how sellers combine and sell their products on Amazon, enabling them to offer complementary items without physically packaging them.

The Concept of Bundling without Physical Packaging

The idea behind virtual bundling is offering multiple products as a single unit, but without the need for physical packaging. This allows sellers to capitalize on potential marketing and sales opportunities by presenting products that complement each other and enhancing the overall value for customers.

How Amazon Handles Order Fulfillment for Virtual Bundles

When an order is placed for a virtual bundle, Amazon handles the fulfillment process by picking and shipping each item included in the bundle separately. This allows for a streamlined and efficient delivery experience for both sellers and customers.

Inventory Management and Stock Implications

Virtual bundles positively affect inventory management, as sellers can maintain separate inventory levels for individual items. Amazon automatically adjusts the stock of the bundled products based on sales, ensuring that sellers always have accurate and up-to-date inventory information at their fingertips.

What to Remember With Virtual Product Bundles

When creating Amazon virtual product bundles, there are key points to consider. This section will cover essential requirements and best practices to help you succeed with your bundles.

Each Product Bundle Should Have at Least Two ASINs

Virtual product bundles must consist of at least two different ASINs to enhance the shopping experience for customers. Combining complementary products not only boosts sales but also simplifies the purchasing process.

03 two asins

Each ASIN must be Buyable on its Own

Remember that all ASINs included in your virtual bundle sales must be available for individual purchase. Avoid adding products that are part of another bundle exclusively or have inventory issues that can prevent single-item sales.

Choose the Best-selling ASIN as the Main Component

Highlight the most popular item in your bundle as the main component to attract potential buyers. By showcasing a best-seller, you can leverage its existing market success and provide additional value to customers.

Why did Amazon Introduce the Virtual Product Bundle Tool?

The following points are why this tool was introduced in the first place.

Addressing Customer Demand for Convenient, Personalized Shopping Experiences

Amazon introduced the Virtual Product Bundle Tool to cater to the evolving preferences of online shoppers, who gravitate toward personalized and convenient product selections. This tool enables customers to identify and purchase complementary items, enhancing their overall shopping experience.

By offering tailored product bundles, Amazon can effectively preempt customer needs, promoting an engaging and captivating user experience.

Encouraging Sellers to Offer Value-added Product Combinations

As part of its seller-centric approach, Amazon introduced the Virtual Product Bundle Tool to motivate merchants to create attractive product combinations that cater to diverse customer needs. The tool makes it easy for sellers to build bundles without requiring additional inventory or packaging, allowing them to focus on value addition and customer satisfaction.

Furthermore, innovative product combinations can create new revenue streams for sellers while providing them with valuable insights into customer preferences.

Streamlining Inventory Management and Reducing Packaging Waste

One of the most significant benefits of the Virtual Product Bundle Tool is its ability to streamline seller inventory management. By eliminating the need for physical bundling, merchants can reduce the complexities associated with inventory management and save precious resources.

04 streamlining inventory management

Moreover, the virtual bundling approach fosters an eco-friendly selling ecosystem, as it reduces the amount of packaging waste generated from bulkier product combinations. This helps conserve resources and aligns with Amazon’s commitment to promoting sustainable business practices.

What are the Benefits of Using Amazon Product Bundles?

Should you sell in bundles on Amazon, you can expect the following benefits to your business:

Boosts Sales and Increases Average Order Value

By offering Amazon Product Bundles, sellers can encourage customers to purchase multiple items together, which helps boost sales and increase the average order value. This, in turn, can positively impact business revenue and profitability.

Furthermore, bundling products also allows sellers to bundle prices and offer discounts, which can drive further sales and customer interest.

Enhances Customer Satisfaction and Loyalty

Customers appreciate the convenience and value provided by well-curated product bundles. Offering bundles that cater to specific needs or preferences can help sellers enhance overall customer satisfaction and loyalty, leading to repeat business and a strengthened brand image.

Additionally, a smoother shopping experience with curated bundles can improve customer reviews and ratings on the platform.

Simplifies Inventory Management and Reducing Packaging Costs

By grouping products together, sellers can simplify inventory management and optimize storage space. This can lead to reduced overhead costs and increased efficiency in operations.

Bundling also helps decrease the need for excessive packaging materials, contributing to cost savings and a reduced environmental impact.

Allows You to Sell Less Popular Products

Pairing less popular items with top sellers can increase their sales potential and allow the brand owner to clear out excess inventory. This strategy can contribute to maintaining a healthy inventory turnover ratio and maximizing overall business success.

By creating a win-win situation for sellers and buyers, Amazon Product Bundles can be a valuable asset for businesses operating on the platform.

Seller Eligibility & Requirements

This section explains the eligibility criteria for sellers, product restrictions, and guidelines and ensures compliance with Amazon’s policies.

Criteria for Participating in the Virtual Bundle Program

To participate in the Bundle program, sellers must meet specific requirements. First, they must have a Professional selling plan and a good seller performance rating. They should also offer the same bundle of products for sale in the same shipment and have inventory available for shipping.

Product Restrictions and Guidelines

There are product restrictions and guidelines to follow when creating bundles. For example, sellers cannot include restricted products, such as tobacco or alcohol, in their bundles. Additionally, each product in the bundle must have a GTIN (Global Trade Item Number) and be listed in a category that permits bundling.

Ensuring Compliance with Amazon’s Policies

Sellers must comply with Amazon’s policies when creating and offering bundles. Some essential guidelines include prohibiting fraudulent, illegal, or counterfeit items and avoiding false advertising, keyword stuffing, or promotional content in the bundle listing.

By following the criteria mentioned earlier, guidelines, and compliance requirements, sellers can use the Amazon Virtual Bundle program to increase their product visibility and attract more customers.

How Do I Create an Amazon Virtual Bundle?

Creating an Amazon Virtual Bundle involves key steps, such as setting up ASINs, defining unique pricing, selecting the bundle’s main component and ASIN, optimizing listings and imagery, and monitoring performance.

Set up ASINs

First, select the ASINs of the products you’d like to include in the bundle. Ensure they’re all eligible for virtual bundling and belong to the same product category. Group your products logically as per customer preferences and purchasing behavior.

Set up a Unique Pricing Parameter

Decide the price of the virtual bundle based on individual product pricing and the perceived value that customers will receive. Offering a discount on the bundle price compared to purchasing items separately may incentivize customers to buy.

06 pricing parameter

Choose the Main Component ASIN

Select an ASIN to act as the main component of the bundle. Customers will see this main component as the primary product on your bundle listing. Choose the most appealing or best-selling product as your main component to attract potential buyers.

Tips for Optimizing Virtual Bundle Listings and Imagery

  • Utilize high-quality images that showcase all products in the bundle.
  • Highlight savings or key product features in the listing title.
  • Provide comprehensive bundle descriptions and bullet points to convey the benefits and value of the bundle.

Monitoring and Analyzing Virtual Bundle Performance

Keep a close eye on your virtual bundle’s performance through Amazon’s reporting and analytics tools. Monitor key metrics such as conversion rate, order defect rate, and page views. Use these insights to optimize your bundle listing and adjust pricing as necessary for maximum performance.

How to Create a Virtual Product Bundle on Amazon Seller Central

Setting up a virtual product bundle on Amazon Seller Central is a smart move for sellers looking to offer a discounted bundle of products without the need for physical packaging. This section elaborates on the step-by-step process, making creating and managing your virtual bundles easy.

Go to Brands > Virtual Bundles

To begin, log in to your Amazon Seller Central account and navigate to the Brands tab at the top of the page. From there, select the Virtual Bundles option, and this will take you to a dedicated page where you can manage your bundles and create new ones.

Specify Products and Prices Included in the Bundle

Once you’ve entered the Virtual Bundles section, click the Create a new virtual bundle button. You’ll be prompted to select the products you want to include in your bundle. Search for and add each product using its ASIN or SKU. After adding all products, you’ll need to set the discounted price for the bundle. Keep in mind that the bundled price should offer savings compared to the total price of purchasing each item individually.

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When specifying products, you can include them in a structured format using a table:

ItemASINIndividual Price
Product 1ABC123$20
Product 2DEF456$15

It’s important to remember that virtual bundles have some limitations:

As an experienced seller, creating a virtual product bundle can be a powerful strategy to increase sales and offer convenient options for consumers. Follow these steps to enhance your Amazon Seller Central experience and utilize bundles for success.

How to Create a Virtual Product Bundle on Amazon Vendor Central

Creating a virtual product bundle on Amazon Vendor Central is a great way to boost sales and improve customer experience. To start, follow these simple steps:

Have an Amazon Vendor Support Set the Bundles in Vendor Central

First, you’ll need Amazon Vendor Support to set the bundles for you in Vendor Central. To do this, contact your Vendor Support representative and provide them with the necessary information about your bundles, such as product details, pricing, and images. They will help you set up the virtual bundle in your account.

The process may take some time, so it’s essential to be patient and follow up with your representative if necessary. Once the virtual bundle is set up in Vendor Central, you can proceed with the next steps.

Optimizing the Bundle Listing

After your virtual bundle is created, optimizing the listing with relevant keywords, product features, and images is crucial. This makes the bundle more attractive to potential customers and increases the likelihood of its success. Keep these points in mind when optimizing your bundle listing:

  • Keywords: Research and use important keywords related to your products to improve search visibility.
  • Product features: Highlight the features and benefits of your products in the bundle, using bullet points for easier reading.
  • Images: Include high-quality product images showcasing the bundle’s value and individual items.
08 optimizing the listing with relevant keywords

By following these steps and leveraging the power of virtual product bundles, you’ll create an attractive offering for your customers and boost your Amazon sales.

What to Know before Promotions can be Applied

Before you can successfully apply promotions to your Amazon Virtual Bundles, there are a few important requirements to consider. Keep in mind the following crucial criteria.

Sales History in Amazon Stores with at Least a 3-star Rating

Ensure your products have a sales history in Amazon stores and maintain a 3-star rating. A good track record not only improves the chances of customer purchases but also helps create a positive shopping experience.

Add as Many Variations as Possible

Offering various product combinations can appeal to a broader audience. Including multiple variations allows customers to choose the configuration that works best for them, leading to increased sales.

Be Prime-eligible in All Regions

Make sure your products are eligible for Amazon Prime in every region. Being a Prime member offers customers free shipping, faster delivery, and several other benefits, ultimately contributing to customer satisfaction.

Be in New Condition

Products included in bundles must be brand new. Ensuring items that create bundles are in new condition helps maintain high-quality standards among your listings.

Be Compliant with Customer Product Reviews Policies

Abide by Amazon’s customer product reviews policies. By following these guidelines, you maintain a trustworthy and authentic relationship with your buyers.

Be Compliant with Pricing Policies and Have a Valid Reference Price

For a virtual bundle to gain approval, it must comply with Amazon’s pricing policies and have a valid reference price. Proper pricing enhances the overall customer experience and helps avoid potential issues.

Be Compliant with Deal Frequency Policies

Review your promotions to ensure they adhere to Amazon’s deal frequency policies, which are designed to avoid excessive promotion or unfair discounts on products.

0 9 compliant with deal 85 frequency policies


In summary, Amazon Virtual Bundles offer a valuable opportunity for sellers to increase their product visibility and sales without needing physical bundling. By strategically selecting and pricing your bundles, you can enhance your customers’ shopping experience.

In short, should you wish to offer virtual bundles, you need to select the best combination from your selection of products, put a competitive price tag, and promote it effectively. That way, you can gain good sales since you are selling more than one product at a time by selling in bundles.

Frequently Asked Questions

Here are commonly asked questions about this topic:

Can you create Virtual Bundles in Amazon Seller Central?

Yes, eligible sellers can create the bundles in Amazon Seller Central. Navigate the Virtual Product Bundles tool under the Inventory tab to do so. Remember to be part of the FBA New Selection or FBA Small and Light program and own the registered brand name for the products you’re bundling.

Are virtual bundles available for all product categories?

Virtual bundles are not available for all product categories. Amazon supports them in a limited range of categories, such as home and kitchen, pet supplies, automotive, and more. Check Amazon Seller Support for the complete list of eligible categories.

How can I track the success of my virtual bundles?

To track the performance of your virtual bundles, monitor the Virtual Bundles Dashboard in Amazon Seller Central. This dashboard provides essential data, such as the number of bundles sold, total revenue generated, and sales conversion rates for your bundles. Use these insights to optimize your bundle offerings.

What happens if a customer wants to return a single item from a virtual bundle?

The customer can do so regularly like they normally return a single product. This process is possible since each product within the bundle has a different ASIN, which is the prerequisite for bundling products in Amazon.

How do virtual bundles affect my seller performance metrics?

Virtual bundles will impact your seller performance metrics, such as your Order Defect Rate (ODR) and Late Shipment Rate (LSR). Monitor these metrics closely to ensure your virtual bundles do not negatively affect your account’s health. Developing a strategic approach to virtual bundling is essential for long-term success in the Amazon marketplace.

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