Guide to Amazon Product Bundles

For all Amazon sellers, product bundles represent a useful opportunity to increase their sales levels. But what exactly are they? How do they work? And how can we take advantage of their availability to increase revenue?

To answer these—and other—questions, we’ve created a comprehensive guide to Amazon Product Bundles that we invite you to read in the following lines.

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What Are Amazon Product Bundles

Let’s start with the basics: Amazon Product Bundles are packages made up of two or more complementary products sold in a single offer.

This solution is very familiar to anyone who shops at supermarkets or any physical store. It is, in fact, often possible to buy two products in a single package, obtaining greater value and economic convenience.

Well, the same thing happens on Amazon. Here, sellers can offer packages of complementary products to increase the average order value and provide a competitive edge by offering their customers a unique combination of products that complement each other or that customers typically tend to buy together.

There are many examples we could give. Those selling tennis rackets online, for instance, could bundle overgrips for the handle or tennis balls at competitive prices: this improves the customer experience by providing greater value at more affordable prices and avoiding the need for the customer to purchase everything separately.

Or, if you sell hair care products, you could create a bundle that includes shampoo, conditioner, and hair treatment. Likewise, if you sell electronics, you could create a bundle that includes a laptop, computer case, and mouse.

Why Are Amazon Product Bundles Convenient for Sellers

So far, we’ve seen the advantages of Amazon Product Bundles for customers. But the benefits are there for sellers, too!

Let’s summarize them in this table:

Advantage	Detail
More sales	Offering products in a bundle can increase the average order value and make your listings stand out for customers looking for a complete solution.
Less competition	Creating bundles allows you to differentiate your offer from competitors who may be focused on selling individual items.
More convenience	Bundles save customers time. They allow them to buy everything they need at once instead of searching for and adding each item separately.

What Are the Rules for Selling Bundles?

To get the most out of selling bundles, it’s very important to become familiar with the rules for aggregated product sales on Amazon.

Let’s summarize the Seller Central guidelines together.

>>> Also read our article How to Sell on Amazon USA: The Complete Guide for European Sellers. <<<

General Policies

• You may not list bundles if the primary product belongs to the Video Games category or is a Book, Music, Video, or DVD product. However, these latter products may be included as secondary items if they are related and complementary to the primary product in the bundle.
• Bundle prices must comply with Amazon Marketplace’s fair pricing policy.
• All products in a bundle must comply with Amazon’s Selling Policies and Seller Code of Conduct. Specifically, all products within the bundle must meet category guidelines.
• Bundle images, features, and descriptions must also comply with Amazon policies.
• Bundles must be created and offered by the original manufacturer, who must be the brand owner for all items in the bundle.

>>> Also read our article Innovative Packaging: Amazon’s New Solutions for the Future of Packaging. <<<

Specific Policies

• Bundles must consist of complementary items. The items in the bundle should enable or enhance the use of other items in the bundle or provide convenience to the buyer when purchased together.
• The products consist of two or more different items combined under a single ASIN.
• A bundle can only be listed in one category, even if the products within it belong to different categories.
• Generic products must not be included in a bundle, as they may lead customers to believe the generic item is from the same brand as one of the branded products. Generic products are identified as items without branding on the product or packaging.
• If you list a bundle, you must accept the return of the entire bundle and refund it as a single unit. A bundle also cannot contain separately warranted products or extended service plans.

How to Create a Product Bundle on Amazon

As we’ve seen, creating a bundled offer on Amazon can be an effective way to deliver value to customers and increase both sales and average order value. But how do you do it?

In reality, it’s very simple. In fact, creating a bundled offer is no different from creating a product listing on Amazon for a single product.

Therefore, select the products in the bundle so that they are complementary and relevant to your customer. Consider the added value provided to the customer. Finally, create a new unique SKU, through which Amazon can track the inventory and sales of the bundle.

However, it is necessary to comply with some rules to ensure that the listing is compliant. This detailed page on Seller Central highlights some examples.

In addition to that, Amazon also offers virtual bundles, allowing brand-registered sellers to create virtual bundles composed of two to five complementary ASINs that can be purchased together from a single product page. We’ll discuss this in the next section.

Amazon Virtual Bundles: What They Are and How They Work

As mentioned earlier, using Amazon Virtual Bundles is a very useful way to increase sales and deliver added value to customers.

Amazon’s virtual bundles allow brand owners to create “virtual” packages composed of two to five complementary ASINs. All of them can be purchased from a single product page. This solution enables sellers to offer product bundles without the need for physical packaging or changes to their Fulfillment by Amazon inventory.

In the past, virtual bundles were not prominently displayed on Amazon product pages. They were often buried lower down where customers could easily miss them. However, they now appear right below the product price. This makes them more visible and accessible, leading to increased clicks and sales.

How Do Amazon Product Bundles Work?

When you create an Amazon Virtual Bundle, customers can view and purchase a curated set of complementary products from a single product page. Once a buyer purchases your virtual bundle, Amazon handles fulfillment. It will pick and ship each item from your Fulfillment by Amazon inventory.

It’s also important to note:

• All items in the bundle must have active Fulfillment by Amazon inventory and be in “New” condition.
• Gift cards, digital products (music, video, e-books), and renewed/used ASINs cannot be included in the bundle.
• Product bundles can be priced lower than or equal to the total of the individual items in the bundle. If the price of a bundle exceeds the sum of its components, the bundle will lose eligibility for the Buy Box.
• Bundle prices will remain unchanged even if the price of a component changes. Therefore, it’s the seller’s responsibility to monitor the bundle price and update it if the components’ prices change.

>>> You can also read our Practical Guide to the Amazon Sales Ledger. <<<

How to Create Amazon Product Bundles

Creating Amazon Product Bundles is quite simple:

• Log in to your Amazon Seller Central account.
• Click the menu and select the section for brands and virtual bundles.
• Click the button to create a new virtual bundle.
• Add the products and choose which ones to include (between 2 and 5 ASINs). The first selected product will be the main item.
• Customize the bundle details:
• Enter a clear and descriptive title for the bundle, including the main product and the additional items.
• Set a total price equal to or less than the combined individual prices.
• Enter the bundle description and bullet points, similar to how you would for individual products. Highlight what’s included in the bundle.
• Upload a main image that shows the bundle. You can also add additional product images (up to 8).
• Click the save button and, if you’re ready, also the publish button.

The offer should appear in your inventory and on Amazon within 24 hours.