seller
- What changed
- A listing that combines 2 to 5 existing FBA ASINs, packed at order time
- When
- Updated October 2026
- Who it affects
- Brand Registry brand owners selling through FBA
- What to do
- Pick complementary best sellers and price the set below their combined total
Key takeaways
- Virtual bundles combine 2 to 5 of your FBA ASINs into one listing with no pre-packing.
- If any component is out of stock, the whole bundle becomes unavailable.
- Price the bundle below the combined price of its parts and show every item in the main image.
| Virtual bundle | Physical bundle | |
|---|---|---|
| No pre-packing or prep | ||
| Needs Brand Registry | ||
| Every part must be FBA | ||
| Custom combined packaging | ||
| Unavailable if one part runs out | ||
| Own barcode and inventory |
Physical bundles need seller prep since Jan 1, 2026.
What are Amazon virtual bundles?
A virtual bundle is a set of products sold together on one detail page. Unlike a physical bundle, nothing is pre-packed or labeled as a set. Each component keeps its own ASIN and inventory, and the bundle draws from that inventory when someone orders.
Amazon lists Virtual Bundles among its Brand Registry tools, describing them as a way to group and sell multiple products in one listing so customers can buy more from your brand. That makes bundles a basket-size tool more than a new-product tool.
Who can use virtual bundles?
The rules are set in Seller Central and can change, so check the Virtual Bundles help page before you build. The commonly stated requirements are below.
- Enrolled in Amazon Brand Registry for the brand
- Two to five component ASINs per bundle
- Every component sold through FBA with available inventory
- Components in new condition, not used or renewed
- Physical products only, not digital items or gift cards
- Available in the US store
How virtual bundles work at order time
When a customer buys a bundle, Amazon treats it as one order and picks each component from your FBA stock. You do not hold separate bundle inventory, so a bundle cannot oversell its parts. The flip side is that if any one component runs out, the bundle becomes unavailable until it is restocked.
This makes inventory planning part of bundle strategy. A bundle built around a product that often runs short will spend much of its life unbuyable. Our Amazon FBA inventory management service watches component stock for this reason.
How to create an Amazon virtual bundle, step by step
Setup takes a few minutes once you know which products to combine.
- In Seller Central, open the Brands menu and choose Virtual Bundles
- Select create a new bundle and choose the main product first
- Add the other components, up to five ASINs in total
- Write a title, bullets and description for the bundle
- Upload a main image showing every item, plus supporting images
- Set the bundle price and review the summary
- Publish and check the live listing once it appears
Create a virtual bundle
- 1Brands menu
Open Virtual Bundles
- 2Pick products
Main item first, up to 5
- 3Write content
Title, bullets, images
- 4Set price
Below combined total
- 5Publish
Check the live page
How to price a virtual bundle
Customers expect a bundle to be cheaper than buying the items one by one, and a bundle priced above that total gives them no reason to choose it. Price the bundle at or below the combined price of its parts and decide whether the discount comes from your margin or from savings on a single shipment.
Bundle prices do not follow component price changes automatically. If you run a deal on one component, check that the bundle is still the better value. Work out break-even using your full Amazon FBA fees on each component, because each one is still fulfilled and charged.
Writing a bundle listing that converts
A bundle listing has to explain why the items belong together. Lead the title with the use case, list each item clearly in the bullets and show every component in the main image. The same rules that make single listings rank apply here; our Amazon listing optimization guide covers titles, bullets and images in detail.
- Name the outcome: starter kit, refill set, complete routine
- State exactly what is included and the quantity of each
- Show all components together in the main image
- Answer compatibility questions in the bullets
- Use A+ Content to explain how the items work together
Bundle listing checklist
- Outcome-led title
- Every item and quantity listed
- All parts in main image
- Compatibility answered
- A+ Content explains the set
Virtual bundles versus physical bundles
Virtual bundles are quick to launch and need no prep, but every component must be FBA and in stock, and you are limited to your own brand's catalog. Physical bundles take more work, especially since Amazon stopped prepping and bundling US FBA units on January 1, 2026, but they can combine items in custom packaging and use their own barcode. Read Amazon product bundling for the physical route.
Mistakes to avoid
The most common mistake is bundling products that do not belong together just to create a new ASIN. Customers ignore bundles that do not solve a real need. Other mistakes include pricing above the sum of the parts, forgetting to update the bundle when a component changes, and bundling a slow seller with a best seller, which ties the best seller's sales to the slow item's stock.
PPC Spider's listing and inventory teams build bundles from search term and basket data, then track whether they lift average order value. The free Amazon audit flags bundle opportunities in your catalog.
Sources
- Amazon: Amazon Brand Registry tools (sell.amazon.com/brand-registry)
- Amazon: Fulfillment by Amazon (sell.amazon.com/fulfillment-by-amazon)
- Packaging Insights: Amazon ends US prep and labeling services in 2026 (packaginginsights.com/news/amazon-fba-packaging-labeling-changes-2026.html)
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