Overview

Amazon’s virtual bundle tool enables brand‑registered sellers to merge two to five of their existing FBA items into a single purchasable listing without creating a new physical package. The feature draws each component from the seller’s current warehouse stock, so no extra shipments, UPCs, or labeling are required. Sellers who want to boost average order value and cross‑sell complementary products can activate this low‑effort option directly in Seller Central.

Key Points

• No new inventory needed — The bundle is assembled from the seller’s existing FBA stock, eliminating the need for additional inbound shipments.
• 2‑5 ASINs per bundle — Brands can combine up to five of their own ASINs, allowing flexible groupings such as a “starter kit” or “accessory set.”
• Brand Registry prerequisite — Only sellers enrolled in Amazon Brand Registry can create virtual bundles, ensuring brand‑level control over the listings.
• Automatic stock gating — If any component runs out of inventory, Amazon automatically hides the bundle until all items are back in stock.
• Reversible at any time — Bundles can be edited or removed without affecting the underlying individual listings or inventory levels.
• Typical discount range — Sellers usually price bundles 5 %–15 % lower than the sum of the separate SKUs to create a clear value proposition.

How Virtual Bundles Work

1. Access the bundle builder — In Seller Central, navigate to Catalog → Virtual Bundles and click “Create New Bundle.” For example, a seller of kitchen gadgets selects ASIN B07XYZ123 and ASIN B07ABC456 to start the process.
2. Select component ASINs — Search for and add up to five eligible ASINs that belong to the same registered brand. The system validates each SKU, rejecting items like gift cards or third‑party brands. In our example, the seller adds a vegetable peeler and a silicone spatula, both fulfilled by FBA.
3. Set bundle pricing and content – Enter a bundle price (e.g., $29.99) that reflects a 10 % discount versus the combined individual prices of $33.33. Then craft a unique title, upload a lifestyle image showing both tools together, and write bullet points that highlight the joint use case.