Overview

Amazon's Virtual Product Bundles tool lets FBA sellers combine two to five complementary products into a single listing — without physically packaging them together or altering inbound inventory. This feature is designed for Brand Registered sellers who want to increase average order value by offering curated product combinations directly from one detail page.

Key Points / What Sellers Need to Know

• No physical bundling required — Virtual bundles are assembled digitally, meaning sellers don't need to repackage or relabel products before shipping to FBA warehouses. Each component ASIN remains as separate inventory.
• Brand Registry is mandatory — Only sellers with a Brand Representative role assigned to a brand enrolled in Amazon Brand Registry can access this tool. You must be internal to the brand and responsible for selling it in the Amazon store.
• US store only — Virtual product bundles can currently only be created in the US Amazon marketplace.
• Two to five unique ASINs per bundle — Each bundle must contain between two and five different ASINs, and every component must be individually buyable with active FBA inventory in new condition.
• Pricing is manual — Bundle prices do not automatically update when component prices change. Sellers must monitor and adjust bundle pricing themselves to remain competitive and retain Buy Box eligibility.

How Virtual Product Bundles Work

To create a virtual bundle, sellers select two to five eligible ASINs from their FBA catalog and combine them into a new bundle listing through the Virtual Product Bundles tool in Seller Central. Each component ASIN can include multiple units — for example, a bundle could contain four red pens and seven blue pens as long as those are two distinct ASINs. The tool shares quantity from available FBA in-stock inventory for each component, so no additional inventory shipments are needed. Once created, the bundle appears as its own product detail page where customers can purchase all included items at once.

Sellers must designate one ASIN as the "main component," which determines the bundle's search categorization and inherited keywords. This choice is permanent — if the wrong main component is selected, the entire bundle must be deleted and recreated. When recreating, sellers should either use a different SKU or wait at least 24 hours before reusing the original SKU.