If you’re looking for a way to increase your profit margins, product bundling might be the strategy you need. Done right, it can help you win the Buy Box, reduce competition, and give customers more value in one purchase.
In this blog, we’ll break down what product bundling is, why it works, and how to do it properly as an Amazon FBA seller.
What Is Amazon Product Bundling?
Product bundling is when you combine two or more related items into a single package and sell them under one listing, often as a discounted deal. Bundles offer more value to customers by giving them everything they need in a single purchase. They are often priced lower than if the items were bought separately.
Why Bundle Products?
Bundling products actually helps both customers and sellers. Here’s how:
How It Helps Customers
Easier Shopping: Customers don’t have to search for each item one by one. A bundle gives them everything they need under a single listing.
Saves Money: Bundles usually cost less than buying each item separately. It feels like a better deal, and it often is.
Try Something New: Bundles can introduce customers to products they haven’t tried before or wouldn’t usually try. It’s a great way to explore new favorites without much risk.
How It Helps Sellers
Boosts Revenue: Bundling can increase the total order value. Customers are more likely to spend a bit more when they see added value.
Moves Inventory: It’s a great way to sell slow-moving items. You can bundle them with popular products to clear out stock faster.
Builds Brand Value: When you include multiple products from your catalog in one bundle, it gives buyers a better idea of what you offer. It also helps you stand out from competitors and shows that you understand what your customers need.
Types of Amazon Bundles
Here are a few common bundle types:
Pure Bundles
Pure bundles are made up of items that are only sold together. Customers can’t buy any of the individual products separately from your listing. This type of bundle works best when the items are meant to be used together, like a skincare set that includes a cleanser, toner, and moisturizer.
Mixed Bundles
Mixed bundles give customers a choice. They can buy the items as a bundle or purchase each product separately. For example, you could offer a phone stand and charger as a set, but also sell them on their own.
Cross-Sell Bundles
Cross-sell bundles pair a main product with related accessories. A good example is a coffee machine bundled with a pack of filters and a milk frother. These bundles make life easier for customers by giving them everything they need in one listing.
Subscription Bundles
Subscription bundles are designed for repeat purchases. They usually include consumable or regularly used items like vitamins, pet food, or razors. Customers get a new shipment on a schedule, often monthly, and sometimes at a discounted rate.
Gift Bundles
Gift bundles are pre-packed sets made for special occasions like birthdays, holidays, or baby showers. They might include themed items such as a self-care kit with candles, bath salts, and lotion.
These bundles are popular with shoppers looking for quick and thoughtful gift ideas. Pay attention to packaging and make sure your photos and listing clearly show that it’s meant to be a ready-to-gift product when using this bundle type.
How to Create Bundles on Amazon
Creating a bundle the right way takes a bit of planning, but it’s not complicated. Here’s how to do it step by step:
Look at What Customers Buy Together
Check if the products you’re thinking of bundling are already being bought together. Go to a product’s Amazon listing and scroll down to the “Frequently Bought Together” section. If your target products show up there, it means customers are already pairing these items, so putting them into one bundle just makes shopping easier for them.
Make Sure the Products Go Well Together
Only bundle items that are clearly related and make sense as a group. They should serve a shared purpose or work together in some way. Avoid bundling unrelated items, as it confuses buyers and doesn’t follow Amazon’s rules.
Create a Separate Bundle Listing
A bundle needs its own listing. You can’t add a bundle to one of the product’s existing listings. Creating a bundle listing works the same way as creating any other product listing on Amazon. Go to Seller Central, create a new product, and upload the images, title, bullet points, and description.
Make sure your listing clearly shows what’s included in the bundle. Add photos of the full bundle and label the packaging as “Sold as a Set” so FBA knows it’s one product.
Consider Using Virtual Bundles
If you’re enrolled in Amazon Brand Registry, you can also try virtual bundles. These are bundles made up of 2 to 5 related products that are already in your FBA inventory. The items are shipped separately from the warehouse but sold together from one product detail page. It’s a great way to test bundles without changing your inventory setup.
Price It Right
Make sure your bundle is priced to show value. It should be cheaper than buying the items separately or offer a convenience that justifies the price.
Ship It Correctly (For Physical Bundles)
If you’re creating a physical bundle (not a virtual one), pack all the items together as one unit before sending them to Amazon. Use polybags, boxes, or shrink wrap—whatever keeps the bundle secure. Label it properly so Amazon knows not to separate the items.
Amazon’s Rules for Bundling
– All items must be complementary. You can’t bundle unrelated items just to clear inventory.
– Bundles must be packaged together. Amazon won’t bundle items for you in the fulfillment center.
– You need a unique UPC (GTIN). Each bundle is treated as a single product, so you’ll need a separate product ID.
– Title and listing must reflect the bundle. Include the word “bundle” or “set” in the product title.
– Each bundle must have its own unique ASIN and listing.
– The main item in the bundle cannot be a generic product.
– Your title, bullet points, and product description should list each item and what the customer is getting.
– Virtual bundles are only available to Brand Registered sellers.
– Each bundle should follow Amazon’s general product listing guidelines. This includes proper image quality, category placement, and accurate product details.
– If you’re selling multiple units of the same item (like a 6-pack of stickers), list it as a single product with the correct item quantity. It’s not considered a bundle.
– If the items are variations of the same product (like color or size), list them as variations within a single parent product. This is not considered a bundle.
– Follow Amazon’s title length rules for bundles.
How to Get a UPC for a Bundle
To list a physical bundle on Amazon, you’ll need a unique UPC that identifies the bundle as a single product. You can’t reuse the UPC from one of the individual items.
Go to the GS1 website and purchase a UPC directly. Once you have the UPC, you can create your bundle listing on Seller Central just like any other new product.
If you’re brand registered and prefer not to use a UPC, you can also apply for a GTIN exemption by submitting product details and images through Amazon’s exemption form.
Final Thoughts
Product bundling is a smart way to stand out in Amazon’s crowded marketplace. If you take the time to research, follow Amazon’s rules, and put together useful bundles, you can increase your visibility, improve profits, and offer more value to your customers.
Need help setting up your bundles? Enso Brands is a full-service Amazon agency that helps you create high-converting listings, manage bundles, and grow your business the smart way. Contact us today.
