Overview

Amazon has launched its virtual‑bundle tool on the five major European marketplaces—UK, Germany, France, Italy and Spain. The feature lets brand‑registered sellers combine two to five existing ASINs into a single discounted listing while keeping inventory in its original FBA locations. Sellers can now test cross‑selling ideas without repackaging, opening a new path to higher basket sizes and better visibility across the EU.

Key Points

• EU rollout — The virtual‑bundle capability, previously limited to the United States, is live on Amazon.co.uk, .de, .fr, .it and .es as of early 2024.
• No repackaging needed — Amazon fulfills each bundle by pulling the component items from the seller’s existing FBA stock, so no new shipments or packaging are required.
• Two‑to‑five ASIN limit — A bundle must contain at least two and no more than five products that share the same brand‑registry account.
• Mandatory discount — The bundle price must be lower than the sum of the individual list prices, giving shoppers a clear financial incentive.
• Brand‑registry only — Only sellers enrolled in Amazon Brand Registry and using FBA for every component can create virtual bundles.
• Separate fees per item — Amazon applies the standard FBA fulfillment fee to each SKU in the bundle and calculates the referral fee on the total bundle price.

How Virtual Bundles Work

1. Eligibility check — Verify that you are enrolled in Amazon Brand Registry and that every SKU you plan to bundle is fulfilled by Amazon (FBA). For example, a nutrition brand with a protein powder, shaker bottle and sample pack must have all three items stored in Amazon’s fulfillment centers.
2. Bundle creation — In Seller Central, open the “Product bundles” page under the Catalog or Inventory menu, select the desired ASINs, and enter a new bundle title, description, images and a discounted price. A seller might name the bundle “Starter Fitness Kit – 15 % off”.
3. Amazon review — Submit the bundle for Amazon’s standard listing review. Once approved, the bundle receives its own ASIN and appears as a distinct product detail page that shoppers can click on directly.