Amazon Virtual Bundles 2023: How to Supercharge Your Sales

Reading Time: 10 minutes

If you’re an Amazon seller, you’ve probably heard about Amazon Virtual Bundles or maybe even used them yourself.

If you haven’t, I’m here to spill the beans on these nifty little tools that can really help boost your sales.

In this post, we’ll talk about what Amazon Virtual Bundles are, why they’re important for sellers, how to create them, and some strategies for using them effectively.

Quick Takeaways:

  • Boost Sales and Customer Satisfaction: Amazon Virtual Bundles can significantly boost your sales and enhance customer satisfaction by offering convenient product combinations.
  • Eligibility Requirements: To create virtual bundles, you must be a brand-registered seller on Amazon, have products in the FBA program, and ensure that the bundled products are complementary and compliant with Amazon’s policies.
  • Strategic Pricing: Price your bundles with a slight discount compared to individual items to incentivize customers, but avoid pricing them too low to maintain profitability.
  • ASINs for Bundles: Amazon assigns a unique ASIN to your virtual bundle, separate from the individual product ASINs, which can improve search visibility and customer discoverability.
  • Continuous Optimization: Regularly analyze bundle performance and make adjustments based on data insights to ensure maximum sales.
  • Competitive Edge: Research competitor bundles and offer competitive pricing to stand out, and consider occasional promotions to attract customers.
  • Key ASIN Selection: Choose your primary ASIN strategically, as it determines your bundle’s search categorization and all other ASINs inherit its search keywords.
  • A+ Content and Advertising: Utilize A+ Content and advertising to enhance the visibility and appeal of your virtual bundles.
  • Return Handling: If a customer returns a product from a bundle, Amazon treats it as a return of the entire bundle, so be prepared for this scenario.
  • Product Category Eligibility: Note that not all product categories are eligible for virtual bundling, so ensure your products meet Amazon’s guidelines.

What are Amazon Virtual Bundles?

Amazon Virtual Bundles are essentially a way for sellers to offer multiple products together in a single package.

Think of it like a combo meal at your favorite fast-food joint – you get a burger, fries, and a drink all in one neat package, usually at a slightly better price than buying them individually.

There are several benefits to using Amazon Virtual Bundles, including:

  • Customer satisfaction: Customers love the convenience of buying products that complement each other without having to hunt for them separately.
  • Increased sales: When customers see a bundle with products they need or want, they’re more likely to purchase the entire bundle rather than just one item.
  • Improved product discoverability: Bundling related products together can help customers find your items more easily, especially if they’re searching for something specific.
screenshot of a knife product listing with a make it a bundle portion to other complementary products

How to Create Amazon Virtual Bundles

Now that we know what Amazon Virtual Bundles are, let’s talk about how to create them. But first, there are some eligibility requirements you need to meet:

  • You must be a brand-registered seller on Amazon.
  • Your products must be in the FBA (Fulfillment by Amazon) program.
  • The products in the bundle must be complementary and not violate Amazon’s policies.

Alright, now that we’ve got that out of the way, let’s go through the steps to create a virtual bundle:

1. Accessing the Bundle Tool

You can find the bundle creation tool in your Seller Central account under the Inventory tab. Just click on “Create a Virtual Bundle” to get started.

2. Choosing products to bundle

Pick products that complement each other and make sense as a bundle.

For example, a kitchen knife bundled with a yoga mat may make sense in your family, but to a customer looking for related products, not so much! Something like a camera with a camera bag and a memory card is much more on point.

3. Setting bundle pricing

When you’re deciding on the price for your bundle, consider offering a slight discount compared to the combined price of the individual items. This gives customers an incentive to buy the bundle.

But don’t make the same mistake I did and price it too low—I ended up practically giving away some of my products!

4. Adding bundle descriptions and images

Be sure to write a clear, concise description that highlights the benefits of the bundle.

Also, include high-quality images that show all the products together. Trust me, a picture is worth a thousand words, and it can make all the difference in convincing a customer to hit that “Add to Cart” button.

5. Publishing your virtual bundle

Once you’ve completed all the steps, hit “Publish” to make your bundle live on Amazon. And voila! You’ve created your very own Amazon Virtual Bundle.

ASINs and How They Work with Amazon Virtual Bundles

Before we dive into how ASINs work with Amazon Virtual Bundles, let’s quickly define what an ASIN is.

ASIN stands for Amazon Standard Identification Number, and it’s a unique 10-character identifier that Amazon assigns to each product in its catalog.

ASINs help customers and sellers easily find and reference products on the platform.

screenshot of a knife bundle product listing with its asin on the url

Now, let’s discuss how ASINs relate to Amazon Virtual Bundles:

Unique ASINs for virtual bundles

When you create a virtual bundle, Amazon assigns a unique ASIN to the bundle itself, separate from the individual ASINs of the products included in the bundle. This allows customers to easily search for and find your bundle on Amazon.

Search visibility

Including popular or high-ranking ASINs in your bundle can increase its visibility in search results. When customers search for a particular product (by its ASIN or keywords), your bundle might also appear in the search results if it includes that product.

Bundled product ASINs remain active

Even though the virtual bundle gets its own ASIN, the individual ASINs of the products within the bundle remain active and can be purchased separately. This means that customers have the option to buy the products individually or as part of a bundle, giving them more choices and increasing the likelihood of a sale.

Tracking bundle performance using ASINs

As I mentioned earlier, it’s essential to keep an eye on your bundle performance. By monitoring the sales data for the unique ASIN assigned to your virtual bundle, you can gauge its success and make adjustments as needed.

No physical changes to product packaging or labeling

One of the great things about virtual bundles is that there’s no need to physically package the products together or create new labels with a combined ASIN. Amazon takes care of the bundling process during order fulfillment, which makes it much easier for sellers to offer bundles without any additional hassle.

By leveraging unique bundle ASINs and the individual ASINs of the products within the bundle, you can improve the search visibility of your bundles and track their performance to ensure maximum sales and customer satisfaction.

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Strategies for Effective Amazon Virtual Bundles

Now that we know how to create a virtual bundle, let’s talk about some strategies to make it more effective:

Identifying complementary products

Think about which of your products naturally go together. For example, if you sell kitchen gadgets, a bundle of a vegetable peeler, a garlic press, and a can opener might be a great idea.

Just be careful not to create a bundle that makes no sense, like my infamous “gardening gloves and shower cap” combo. Yep, that one definitely didn’t sell well!

image of a complementary and not complementary products

Here are some examples of great bundle combos;

  • Kitchen gadget bundle: Combine a high-quality chef’s knife with a cutting board, knife sharpener, and a set of kitchen shears. This bundle caters to cooking enthusiasts looking for essential tools to upgrade their kitchen experience.
  • Fitness enthusiast bundle: Pair a premium yoga mat with resistance bands, a foam roller, and a reusable water bottle. This bundle targets individuals who are passionate about working out at home or in the gym and are seeking quality fitness equipment.
  • Self-care spa bundle: Create a relaxation experience by combining a scented candle, bath salts, a luxurious body lotion, and a soft bathrobe. This bundle is perfect for customers seeking a pampering and rejuvenating experience at home.
  • Travel essentials bundle: Offer a practical travel set consisting of a compact travel pillow, a sleep mask, a foldable travel blanket, and a lightweight luggage scale. This bundle caters to frequent travelers who value comfort and convenience on their trips.
  • Photography starter bundle: Combine an entry-level DSLR or mirrorless camera with a versatile camera bag, a tripod, and a memory card. This bundle is ideal for aspiring photographers or hobbyists looking for an all-in-one solution to kickstart their photography journey.

Analyzing customer behavior and preferences

Pay attention to what your customers are buying together. You can find this information in your Amazon Seller Central reports.

This will give you insights into potential bundles that cater to their needs. Take it from someone who once tried bundling a dog leash with a cat toy – understanding your customers’ preferences can save you from some embarrassing mistakes!

Competitive pricing and promotions

screenshot of the bundle price and savings when buying the items separately

Research your competition to see if they’re offering similar bundles and at what price.

Offering your bundles at a competitive price can help you stand out. And don’t forget to throw in occasional promotions such as the “Buy two bundles, get a third one free” deal. People love a freebie!

Regularly updating and optimizing bundles

Keep an eye on the performance of your bundles and tweak them as needed. Maybe swap out a product that’s not selling well or adjust the pricing.

Remember, nothing is set in stone, and you can always improve your bundles based on performance.

Pros and Cons of Using Amazon Virtual Bundles


  1. Boosted Sales and Customer Satisfaction: Virtual product bundle tools can significantly boost your sales by offering customers the convenience of purchasing complementary products in a single package.
  2. Improved Product Discoverability: By combining multiple FBA products into a single bundle, you increase the chances of your products being discovered on the Amazon catalog.
  3. Amazon FBA Benefits: Leveraging Amazon FBA’s advantages, such as fulfillment, shipping, and customer service, makes managing virtual bundles easier and more efficient.
  4. Competitive Pricing: Offering bundle deals can give you a competitive edge, attracting price-conscious customers looking for a package deal.
  5. Active FBA Inventory: Creating virtual bundles doesn’t require physically packaging products together, ensuring your active FBA inventory remains organized and manageable.
  6. Amazon Buy Box Eligibility: Well-priced and optimized virtual bundles can enhance your Amazon buy box eligibility, increasing your visibility to potential buyers.


  1. Amazon FBA Packaging Requirements: While you don’t need to physically package bundle components, you must ensure that each product within the bundle complies with Amazon FBA packaging requirements, which can be a challenge for some sellers.
  2. Main Component ASIN Selection: Careful consideration is required when selecting the main component ASIN, as it determines your bundle’s search categorization and keywords. Changing it later can be complex.
  3. Monitoring Amazon FBA Percentage: Sellers must keep an eye on their Amazon FBA percentage to ensure that the bundle pricing remains equal to or lower than the total price of individual ASINs. Pricing changes can affect your listing’s Buy Box eligibility.
  4. Return Handling: If a customer returns a single product from a bundle, Amazon treats it as a return of the entire bundle, potentially leading to more complex return handling.
  5. Product Category Limitations: Not all Amazon product categories are eligible for virtual bundling. Sellers need to verify if their products meet Amazon’s guidelines for bundling.

Measuring the Success of Your Amazon Virtual Bundles

To measure the success of your virtual bundles, consider the following:

  • Tracking bundle performance: Keep track of how well your bundles are selling compared to individual items. This will help you identify which bundles are working and which ones need some tweaking.
  • Adjusting strategies based on data insights: Use the data from your Amazon Seller Central reports to inform your bundling strategies.

For example, if you notice that a particular bundle isn’t performing well, you might want to change the product combination, adjust the pricing, or improve the bundle description and images.

  • Utilizing Amazon Brand Analytics: This tool can provide valuable insights into customer search behavior, allowing you to optimize your bundles based on what customers are looking for.

Additional Important Points for Successful Amazon Virtual Bundles

Here are some more crucial aspects of Amazon Virtual Bundles to keep in mind:

1. Bundle limitations: A virtual bundle can include two to five ASINs and up to 9 images per listing. However, you cannot create multipacks or multi-box items using the bundle tool, and bundles cannot be listed as part of variation families.

2. Primary ASIN: Selecting your primary ASIN strategically is essential, as it determines your bundle’s search and browse categorization. Any ASIN in the bundle can be your primary product, and all other ASINs inherit its search keywords.

It’s advisable to choose your best-selling ASIN as the main component for better discoverability. Note that once chosen, the main component ASIN cannot be changed without deleting and recreating the entire bundle.

3. Pricing criteria: Bundle pricing must be equal to or lower than the total price of the individual ASINs. If the bundle price exceeds the sum of the individual items, your listing will lose Buy Box eligibility.

It’s important to monitor and update your bundle prices regularly, especially if component prices change.

4. Bundle widgets: When you create a bundle, the primary products detail page may show a “Make it a Bundle” widget, informing customers about the option to purchase the item with complementary products.

The widget can display up to six bundles sharing the same main component ASIN. However, creating a virtual bundle with the same components as an existing bundle is prohibited, even if a different primary ASIN is used.

5. A+ Content: Virtual bundles can be advertised using PPCs (Sponsored Brand ads but not Sponsored Product ads) and can benefit from A+ Content to boost sales and set them apart from competitors. You can customize the bundle’s Product Detail Page (PDP), including the title, description, and price.

6. Editing bundles: Although you can’t edit a bundle’s lead ASIN, products, or SKU, you can adjust the title, price, description, images, and bullet points. If you need to change the bundle’s product offerings, you’ll have to delete the listing and recreate it after a 24-hour waiting period.

7. Deals and promotions: Successful virtual bundles often feature attractive discounts and can be combined with coupons and A+ content. To add promotional offers to your listings, you must meet specific criteria, such as being a Professional Seller with a minimum 3.5-star Seller Feedback Rating.

Amazon Virtual Bundles – FAQs

Can virtual bundles be edited or removed?

Yes, you can edit or remove your virtual bundles at any time. Just keep in mind that any changes you make may take up to 24 hours to reflect on the Amazon marketplace.

How do returns work for virtual bundles?

If a customer returns a product from a bundle, Amazon treats it as a return of the entire bundle. So be prepared to process the return accordingly.

Are virtual bundles available for all product categories?

No, some product categories are excluded from virtual bundling. Make sure to check Amazon’s guidelines to ensure your products are eligible for bundling.

What are virtual bundles on Amazon?

Virtual bundles on Amazon are combinations of multiple FBA products offered as a single package. These bundles allow customers to purchase complementary products together, providing convenience and often at a better price, similar to a package deal.

Are Amazon virtual bundles worth it?

The worth of Amazon virtual bundles depends on your product selection and strategy. When created effectively, virtual bundles can boost sales, improve discoverability, and enhance customer satisfaction, offering clear advantages.

Who is eligible for Amazon Virtual bundle?

To be eligible for creating virtual bundles on Amazon, you must be a brand-registered seller with products in the FBA program. Your bundled products should be complementary and comply with Amazon’s policies.

How do Amazon bundles work?

Amazon bundles work by offering a single, unique ASIN for the entire bundle, separate from the individual ASINs of the products included. Customers can purchase the entire bundle or individual products, enhancing discoverability. The main component ASIN determines search categorization and keywords.

Learn How to Build Your Own 7-Figure Amazon FBA Business

Part of the Junglescout suite of excellent FBA tools, the learning academy is a comprehensive video training library containing hours of content, including training videos, webinars, and interviews with successful Amazon sellers.

Whether you’re just starting your business, or growing your brand, get expert training from Amazon sellers without the hefty price tag.

Amazon Virtual Bundles – Summary

To wrap up, let me remind you that Amazon Virtual Bundles can be a fantastic way to boost your sales, improve product discoverability, and enhance customer satisfaction.

Just remember to choose complementary products, analyze customer behavior, offer competitive pricing, and keep optimizing your bundles.

The best way to learn how effective they can be is to try them. So if you think you have some great complementary products your customers should be buying together, give Amazon virtual bundles a go!

Good luck! 🙂

About the author

Disclaimer: Please note this post may contain affiliate links, from which, at no additional cost to you, I may earn a small commission. Also as an Amazon Associate I earn from qualifying purchases. I only recommend products and services I’ve used or would use myself. If you choose to purchase from any of my links, thanks so much for your support! 😊