Overview

Amazon has introduced virtual bundles for brand‑registered sellers across its European marketplaces—including the United Kingdom, Germany, France, Italy, and Spain. The new tool lets sellers combine two to five of their own branded ASINs into a single discounted offer without having to physically kit the items together. Because each component ships from its existing FBA stock, the feature promises a faster rollout, lower fulfillment costs, and a cleaner shopping experience for buyers who see one unified product page.

Key Points

• No extra packaging needed — Items are dispatched individually from current FBA locations, eliminating the need for new boxes, labeling, or kitting labor.
• Bundle size limited to 2‑5 ASINs — Sellers can group a minimum of two and a maximum of five products that belong to the same registered brand.
• Discounted bundle pricing — The bundle price must be lower than the sum of the individual list prices, encouraging shoppers to purchase the set instead of separate items.
• Brand Registry prerequisite — Only sellers enrolled in Amazon Brand Registry may create virtual bundles, and every component must be registered under the same brand name.
• Stock tracked per component — Inventory for each ASIN is managed independently; if any single item runs out, the entire bundle is automatically hidden from the catalog.

How Virtual Bundles Work

1. Access the bundle creator — Log in to Seller Central, go to Catalog > Create Virtual Bundle. The interface displays a list of all active, brand‑registered ASINs eligible for bundling.
2. Select component products — Choose between two and five items that you want to sell together. For example, a “Travel Grooming Kit” could combine a razor, shaving cream, and after‑shave balm, all of which must be active, in stock, and under the same brand.
3. Set the bundle price — Enter a single price that reflects a discount compared with buying each product separately. If the three items total €45 individually, you might list the bundle at €38 to create a clear savings signal.