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Table of Contents

1. What Are Amazon Virtual Bundles?
2. Key Features of That Matter
3. Who Can Create Virtual Bundles (2025 Update)
4. Benefits of Amazon Virtual Bundles
5. Best Practices for Success
6. How to Advertise Your Bundles (2025 Update)
7. Making Your Bundles Easy to Find (2025 Update)
8. How Canopy Management Can Help
9. Frequently Asked Questions

Amazon is a very busy place these days. Staying ahead of the increased competition requires innovative strategies. This post is about Amazon Virtual Bundles – a powerful tool that’s revolutionizing the way that you can level up your sales and revenue. 

By grouping complementary products together, you can offer added value and convenience, leading to higher conversion rates and increased order values. 

What are Amazon Virtual Bundles? 

Amazon Virtual Bundles are a feature of the Amazon marketplace that allows you to create a unique product offering by combining multiple related items into a single listing without physically packaging them together.

Unlike traditional Amazon product bundling where products are grouped and shipped together, virtual product bundles are managed within Amazon’s system, offering flexibility and ease of implementation. 

Amazon’s eligibility requirements are:

• You must be the brand owner of the ASINs in Brand Registry
• The ASINs must have active FBA inventory in New condition (sorry, no Used or Renewed!)
• Although the bundle is virtual, the ASINs must be physical (no electronically delivered products like digital music, videos, and books)
• Gift cards cannot be part of Virtual Bundles
• Virtual Bundles can only be created in the US Amazon store

Key Features That Matter

1. Digital Packaging: A virtual product bundle exists as a digital product offering, where the individual items are listed together on a single product page. Customers can see the combined value and purchase the bundle with a single click.
2. Individual Shipping: Each item in the bundle is shipped separately from your existing inventory. This means there is no need to repackage or reconfigure your products, making it easier to manage stock and logistics.
3. Complementary Products: Virtual bundles typically include complementary products that enhance the primary item. For example, a virtual bundle for running shoes might include a heart rate watch, and a training diary, providing a complete solution for an athlete preparing for an event.
4. Single ASIN: The bundle is assigned a unique Amazon Standard Identification Number (ASIN), which helps in tracking sales and managing inventory. This simplifies the listing process and makes it easier for customers to find the bundle.
5. Custom Pricing: With virtual product bundling, You can set a custom price that is often lower than the total price of purchasing each item separately. This creates an attractive value proposition for customers looking for a good deal.

Who Can Create Virtual Bundles (2025 Update)

To make Virtual Bundles on Amazon, you need to meet these basic requirements:

• Use Amazon’s warehouse: All your products must be stored and shipped by Amazon (called FBA). They also need to be new and available to buy. If any product runs out of stock, your whole bundle disappears from the site.
• Own your brand: You must be signed up for Amazon Brand Registry. This means only actual brand owners can make bundles – no more random sellers throwing together unrelated products.
• Pick the right products: Most regular products work (like home items, beauty products, electronics, sports gear). But you can’t bundle things like digital downloads, gift cards, used items, dangerous materials, or certain adult products.
• Check your location: Virtual Bundles started in the US only, but Amazon is slowly adding other countries like the UK, Germany, and Japan. Look in your seller account to see if it’s available where you sell.
• Bundle size: Each bundle needs 2-5 products that work well together, and all must be from your registered brand.

Benefits of Amazon Virtual Bundles

• Enhanced Shopping Experience: Virtual bundling provide a convenient shopping experience by offering a curated selection of products that meet specific needs, saving customers time and effort in finding related items.
• Increased Sales and Average Order Value: By bundling complementary products, you can encourage customers to purchase more items in one transaction, increasing the overall order value.
• Better Inventory Management: Amazon bundles can help you move slow-selling items by pairing them with popular products, effectively managing inventory levels and reducing overstock.
• Improved Visibility: A bundled product will often rank well in search results and can attract more traffic due to their combined keywords and appealing value propositions.
• Competitive Advantage: Offering unique and thoughtfully curated bundles can help you differentiate your brand from competitors, attracting customers looking for comprehensive solutions and good deals.

Best Practices for Success

Implementing Amazon Virtual Bundles effectively requires a strategic approach. Here are some best practices to ensure your bundles attract customers and drive sales:

Choose Complementary Products Wisely

Selecting the right items for your bundle is crucial. Choose products that naturally go together and enhance each other’s value. Think about how the items can provide a comprehensive solution or fulfill a specific need for your customers. 

• Research Customer Preferences: Use customer reviews and feedback to understand what products are often bought together.
• Analyze Sales Data: Look at past sales data to identify popular combinations of products.
• Consider Seasonal Relevance: Create bundles that cater to seasonal needs or trends, such as back-to-school or holiday gift bundles.

Price Strategically

Pricing is a key factor in the success of your virtual bundle. Offer a discount compared to buying the items separately, but be mindful of your profit margins. The discount should be enticing enough to encourage purchases but not so steep that it cuts into your profits.

• Calculate Bundle Savings: Clearly display the savings customers will get by purchasing the bundle instead of individual items.
• Monitor Competitors: Keep an eye on similar bundles offered by competitors and adjust your pricing to stay competitive.
• Dynamic Pricing: Be prepared to adjust prices based on demand, inventory levels, and market trends.

Craft Compelling Descriptions

Strategic listing optimization and Amazon SEO can make a significant difference in attracting customers to your bundle. Highlight the benefits of buying the Amazon product bundle, focusing on convenience, savings, and added value. Use clear, concise language and bullet points to outline what’s included and any exclusive or limited-time offers.

• Emphasize Value: Explain how the bundle provides a complete solution or enhances the primary product.
• Use Keywords: Incorporate relevant keywords to improve search visibility.
• Highlight Unique Selling Points: Mention any exclusive features, such as limited-edition items or special discounts.

How to Advertise Your Bundles (2025 Update)

Amazon now offers more ways to promote your bundles:

• Regular Amazon ads: As of mid-2025, you can now use Sponsored Products ads for your bundles, helping more customers find them. This was a game-changer since bundles were previously excluded from most advertising options.
• TV streaming ads: Any brand can now run ads on Amazon’s streaming services (like Prime Video, Roku, and Twitch) without spending a minimum amount. These ads appear on big screens, which is perfect for showing off your bundles since you have more visual space to display multiple products.
• Advanced advertising: Use Amazon’s DSP system to run ads across many streaming platforms and reach customers who might not even be shopping on Amazon yet.
• Special offers: Combine your bundles with coupons, Prime member discounts, and Amazon’s testing tools to find the best prices and images for your listings.
• Cross-promotion: Use your individual product listings to promote your bundles. Add “Also available in bundle” messaging to single-item listings.

Making Your Bundles Easy to Find (2025 Update)

Getting found in Amazon’s search is crucial for bundle success:

• Track search words: Use Amazon’s Search Query Performance reports to see which search terms customers use to find your bundles. Focus on improving the terms that get views but don’t convert to sales.
• Update regularly: Refresh your bundle titles and keywords every three months, or before big sales seasons like Prime Day or Q4. Don’t change them too often though – Amazon needs time to understand and rank your updates.
• Follow the rules: Stay within Amazon’s limits (200 characters for titles, 250 bytes for backend keywords as of 2025). Don’t repeat the same keywords too many times or Amazon will ignore the extras.
• Use rich content: Add enhanced product pages, comparison charts, and videos to your bundle listings. Amazon favors listings with good images and videos, which helps with both rankings and sales.
• Monitor performance: Check your bundle’s search rankings weekly and adjust your strategy based on what’s working. If you’re not showing up for important search terms, revisit your keyword strategy.

How Canopy Can Help

For an Amazon seller, the key to success with an Amazon Virtual Product bundle lies in understanding customers’ needs and crafting offers that truly resonate with them. It’s about finding that sweet spot where customer value meets business growth.

Understanding the needs of our partners has been one of the reasons why Canopy Management has become the fastest growing Amazon agency in America. If you’d like to get a head start with your brand and take advantage of strategies that have fueled many of the top Amazon brands, you can find out more here.

What would adding 67% more organic sales mean for your brand?

Turns out that when you combine the massive experience of Canopy’s Amazon Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon, Walmart, and TikTok sellers. Our team consists of multi-million dollar, omni-channel entrepreneurs, industry leaders, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

Frequently Asked Questions

Can I create Virtual Bundles if I’m not brand registered?

No, you must be enrolled in Amazon Brand Registry to create Virtual Bundles. This requirement ensures that only brand owners can bundle their products together, preventing unauthorized sellers from creating confusing or misleading bundles.

What happens if one product in my bundle goes out of stock?

Your entire bundle listing will become unavailable until all items are back in stock. This is why inventory management is crucial for bundle success. Consider keeping higher stock levels for your bundle products or having backup products ready.

Can I bundle products from different categories?

Yes, as long as the products complement each other and provide value to customers. For example, you could bundle a fitness tracker (Electronics) with workout gloves (Sports & Outdoors). The key is ensuring the combination makes logical sense to shoppers.

How do returns work with Virtual Bundles?

Customers can return individual items from a bundle, just like any other Amazon purchase. However, they’ll only receive a partial refund based on the individual item’s allocated value within the bundle pricing.

Can I advertise my Virtual Bundles?

Yes! As of 2025, you can now use Sponsored Products ads for Virtual Bundles. You can also use Sponsored Brands, DSP advertising, and even streaming TV ads to promote your bundles.

Do Virtual Bundles affect my individual product rankings?

Virtual Bundles have their own ASIN and don’t directly impact your individual product rankings. However, increased sales from bundles can improve your overall account health and brand performance.

How many products can I include in one bundle?

Amazon allows 2-5 products per Virtual Bundle. We recommend starting with 2-3 products to keep the offering simple and focused.

Can I change the products in an existing bundle?

No, you cannot modify the products in an existing bundle. You would need to create a new bundle with the different product combination. This is why it’s important to plan your bundles carefully before creating them.

What’s the best way to price my Virtual Bundle?

Offer a 10-20% discount compared to buying the items separately. This provides clear value to customers while maintaining healthy margins. Test different price points to find what works best for your specific products.

Can I create bundles with products that have variations (size, color)?

Yes, but each specific variation combination becomes a separate bundle listing. For example, if you bundle a t-shirt (3 sizes) with a hat (2 colors), you’d need to create 6 different bundle listings for all combinations.

Do bundles work well for all product categories?

Bundles work best in categories where customers naturally buy multiple related items, such as:

• Beauty and personal care
• Sports and fitness
• Home and kitchen
• Electronics accessories
• Baby products
• Arts and crafts

How long does it take for a new bundle to start showing in search results?

New Virtual Bundle listings typically begin appearing in search results within 24-48 hours, but it can take 1-2 weeks for Amazon’s algorithm to fully understand and properly rank your bundle for relevant keywords.