Want to increase average order value and move slow-selling inventory, without extra FBA fees or packaging headaches? Amazon Virtual Product Bundles allow sellers to combine complementary items under one listing and boost conversions.
Here’s how they work and how to set them up step by step.
What is an Amazon FBA Virtual product Bundle?
An Amazon Virtual Product Bundle is a listing that combines two to five complementary FBA products into one purchasable unit. Unlike traditional bundles, there’s no need to package the items together physically. Each item ships individually from Amazon’s warehouse when a customer orders the bundle.
This lets sellers market products together and encourage multi-item purchases, without managing inventory or fulfillment differently.
How Amazon Virtual Product Bundles Work
With virtual bundles, sellers can select products already in their FBA inventory to offer as a group under a new ASIN. Customers see one listing and price, but Amazon picks and ships the individual items from existing stock.
You control the bundle title, description, images, and pricing, while Amazon handles fulfillment and delivery. This makes virtual bundles a low-effort way to increase product visibility and conversion rates.
Seller Eligibility and Requirements
To use Amazon Virtual Bundles, you must meet these criteria:
- Brand Registry: You must be enrolled in Amazon Brand Registry.
- FBA Inventory: All products in the bundle must be fulfilled by Amazon (FBA).
- ASINs per Bundle: You can include 2 to 5 ASINs per bundle.
- Unique Products Only: Items must be listed separately on Amazon (no multipacks or kits).
- Same Brand: Products must belong to the same brand registered to your account.
Benefits of Amazon FBA Virtual Bundle
Virtual bundles offer sellers several strategic advantages, especially when used as part of a broader catalog or PPC strategy. Here are five key benefits:
Higher Average Order Value
By bundling related products together, you encourage customers to buy more in a single transaction. Instead of just purchasing one item, a customer might choose a set of three complementary products, increasing your revenue per order. This tactic helps improve profitability without needing to drive more traffic to your listing.
Move Slow-Selling Inventory
Have a product that’s gathering dust in FBA? Pair it with a top-performing item to increase its visibility and likelihood of being sold. Bundles give underperforming SKUs a new lease of life by associating them with high-converting listings and adding value in the eyes of the customer.
Win the Buy Box
With fewer competitors on a virtual bundle ASIN, you’re more likely to own the Buy Box for that listing. This gives you more pricing control and eliminates competition from resellers who may undercut your pricing on standalone items. It’s a smart way to differentiate your brand in saturated niches.
Improve Customer Experience
Virtual bundles make shopping easier by grouping items that naturally go together. For example, pairing a yoga mat with resistance bands saves the customer time and decision-making. It also increases satisfaction and the perceived value of the purchase, often leading to higher ratings and repeat business.
Stand out from Competitors
By creating exclusive bundles, you offer something competitors don’t have: unique combinations that aren’t easily price-comparable. This allows your listing to stand out in crowded search results and gives you an edge in customer acquisition and retention.
How to Create a Virtual Bundle on Amazon
Creating your first virtual bundle is simple. Here’s a step-by-step overview to get you started:
- Step 1: Log in to Seller Central and go to the Brands tab.
- Step 2: Select Virtual Bundles from the dropdown menu.
- Step 3: Click Create a Virtual Bundle.
- Step 4: Choose 2 to 5 products from your eligible FBA inventory.
- Step 5: Add your bundle title, description, bullet points, and images.
- Step 6: Set a unique price for the bundle (this can be a discount or value-based price).
- Step 7: Submit the bundle for Amazon’s review and publishing.
Once approved, the bundle will appear as a new listing and be purchasable by customers like any other product.
Grow Your Amazon Store with Enso Brands
Virtual bundles are just one tool for scaling your Amazon business. True growth takes strategy, optimization, and expert support.
Enso Brands is a full-service Amazon agency that helps sellers increase sales, improve profitability, and expand their reach across marketplaces. From listing optimization to PPC to account management, we handle the heavy lifting so you can focus on growth.
