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What are Virtual Bundles?
The virtual product bundles tool for FBA enables Brand Representatives to create “virtual” bundles consisting of two to five complementary ASINs that customers can purchase together from a single detail page. This lets Brand Representatives offer bundled products without physically packaging items together or modifying their FBA inbound inventory.
This feature is only available to sellers who are assigned the Brand Representative role for a brand in Brand Registry. The seller must be part of the brand’s internal team and responsible for selling that brand in the Amazon store.
If your brand sells a yoga ball and a yoga mat as two separate ASINs, you can use the Virtual Product Bundles tool to combine them into a single package and create a new ASIN specifically for that bundle. When a customer buys this bundle ASIN, Amazon will fulfill the order by shipping both products from your existing inventory.
Why should I use Virtual Bundles?
Here are some advantages of using Virtual Bundles:
No need to pre-package or make changes in FBA- allows you to experiment with different combinations of products in your catalog without needing to send pre-packaged inventory to fulfillment centers.
Flexibility in editing bundles - have the freedom and flexibility to edit and break up bundles as needed based on performance and strategy.
Cross‑selling complementary products - Combine 2–5 complementary ASINs on a single detail page to increase basket size and average order value.
Flexible pricing and discounting - Set bundle prices at or below the sum of components; attractive bundle discounts can improve conversions without changing individual ASIN prices.
If you sell a yoga ball as your main product and create a bundle that includes both the yoga ball and a yoga mat from your catalog, customers who visit the yoga ball’s detail page will see an option to “make it a bundle” with the yoga mat. Whether they choose to buy just the yoga ball or the full bundle, you’re still increasing awareness and visibility for your yoga mat ASIN.
Requirements
The following eligibility requirements must be met for a product to be added to a virtual product bundle:
ASINs must belong to a brand that you own and that is registered in Brand Registry.
ASINs must have active FBA inventory in the 'New' condition.
Virtual product bundles can be created only in the US Amazon store.
You can find more details on Virtual Bundles here.
What ad units can advertise Virtual Bundles?
Virtual bundles can be advertised with Sponsored Brands and Sponsored Products ads.