Creating profitable product bundles on Amazon is one of the smartest ways to increase your sales, stand out from competitors, and boost your Average Order Value (AOV). As competition rises and customers become more value-driven, sellers who know how to strategically bundle products gain an instant advantage. Whether you’re a private label seller, wholesale seller, or brand owner, bundling gives you the opportunity to differentiate your listing and create unique value that competitors can’t easily copy.
In this comprehensive guide, you’ll learn exactly how to create a product bundle on Amazon, the benefits, the policy you must follow, common mistakes to avoid, and how to build profitable bundles.
What Is an Amazon Product Bundle?
An Amazon product bundle is a combination of two or more complementary products sold together under a single ASIN. It is created to provide buyers with more value and convenience. Instead of selling items separately, you group them into one package, for example:
- A Yoga Mat + Resistance Bands
- A Laptop Sleeve + Wireless Mouse
- A Skincare Kit with Cleanser + Toner + Moisturizer
The goal of a bundle is simple: Increase the perceived value while offering convenience, savings, and a better customer experience.
Bundles are different from multi-packs (e.g., “3-pack of towels”), because bundles combine different items, not multiples of the same product.
Ways to Create a Product Bundle on Amazon
Amazon allows sellers to create product bundles in two primary ways:
1. FBA Virtual Bundles
2. Physical (Traditional) Seller Bundles
FBA Virtual Bundles
An FBA Virtual Bundle allows brand-registered sellers to group existing FBA products into a virtual bundle without physically packaging them together.
Amazon handles the fulfillment by picking each item separately from inventory and shipping them together as one order.
Virtual bundles are created inside Brand Registry’s Virtual Bundles Tool, and each bundle gets:
- Its own unique listing
- Its own title, bullets, and images
- Its own Buy Box
But the actual items are stored separately in FBA.
Pros of FBA Virtual Bundles
- No manufacturing or packaging cost
- Quick to set up, create a bundle in minutes.
- Saves time and storage space
- Test bundle ideas with zero risk
- Great for increasing visibility across your catalog Amazon picks and packs for you,simplifying operations.
Cons of FBA Virtual Bundles
- Requires Brand Registry
- All items must be FBA, no FBM or mixed fulfillment.
- Items can sometimes ship in separate packages
- Not always as “premium” in customer perception
- Virtual bundles work best for testing ideas, raising AOV, and promoting complementary products without extra investment.
Physical Seller Bundle (Sold as a Set)
A physical bundle is when the seller pre-packages multiple items into a single unit, adds a unique UPC/GTIN, and ships it to Amazon as one complete product.
This type of bundle has:
- One barcode
- One FNSKU
- One packaged unit
- One listing under a unique ASIN
Customers receive one package containing everything inside the bundle.
Pros of Physical Bundles
- Higher perceived value
- Stronger branding
- Lower return rates
- Better customer experience compared to virtual bundles.
- You control the positioning and pricing completely.
- Unique ASIN with much less competition
- Higher inserts, instructions, and extra value elements
Cons of Physical Bundles
- Manufacturing and packaging cost
- More prep time, assemble the bundle yourself or use a prep center.
- Higher upfront investment
- If 1 product goes out of stock, the entire bundle becomes inactive.
- Not easy to test, difficult to change components once packaged.
More complex logistics (labelling, FBA prep, weight calculations).
Physical bundles are ideal when you want full control, premium branding, and long-term differentiators that competitors cannot easily copy.
Benefits of Product Bundling on Amazon
Product bundling is one of the most effective strategies for scaling your Amazon business. Here’s why:
- Increased Average Order Value: By selling multiple products together, you increase the overall price of each sale, boosting average order value.
- Less Competition: Bundling creates a completely new listing, meaning you’re not fighting for the Buy Box with dozens of sellers on the same listing.
- Better Customer Experience: Bundles provide convenience; instead of buying items separately, customers can get everything they need in one package. This improves satisfaction, reduces returns, and builds your brand reputation.
- Lower Advertising Costs: Bundles often convert better, meaning your PPC spend becomes more efficient. Many sellers see Lower ACoS and Higher ROAS
- Better Inventory Management: Bundling slow-moving items with bestsellers can help move inventory quickly.
What Is Amazon’s Product Bundling Policy?
Amazon has strict rules for product bundles to ensure a positive customer experience. Breaking these rules can lead to suppressed listings or even account issues, so it’s important to follow them carefully.
Here’s what the Amazon Product Bundling Policy requires:
- Bundled items must be compatible and offer clear value to customers.
- Bundles should include highly complementary products that enhance each other’s use or offer added convenience when bought together.
- A bundle may include products from different brands.
- Bundles consist of individual items with their own ASIN/UPC codes sold together, not pre-packaged kits.
- You must obtain a unique UPC for every bundle; using a UPC from one of the items can lead to listing removal.
- The primary product cannot belong to the Video Games or Books, Music, Video, or DVD (BMVD) category.
- BMVD items may be included as secondary components if they support the primary product.
- Referral fees are calculated based on the primary product’s category.
- All items in a bundle must comply with Amazon’s Selling Policies, Seller Code of Conduct, and category-specific rules.
- Bundle images, features, and descriptions must follow Amazon’s listing requirements.
How to Create Your Own Product Bundle on Amazon
Now let’s get into the step-by-step process of creating a profitable Amazon bundle.
Step 1: Choose Complementary Products
Selecting the right product to include in your bundle is crucial for its success. The items whole be complementary and relevant to each other, enhancing the customer’s overall experience
This is the foundation of a successful bundle. Your items should:
- Solve a complete problem together
- Make life easier for the customer
- Offer better value vs. buying separately
You can use tools like Helium 10 or Jungle Scout to analyze demand and competition for potential bundle combinations. This will help ensure there is market demand and it’s competitively positioned.
When choosing the products for the bundle:
- Always use products that are commonly bought together
- Think about your target audience and what their needs are
- Research your competitors to see what products they are bundling.
Step 2: Set the Right Pricing for Your Bundle
Pricing your bundle is essential to make it appealing to customers while maintaining profitability. Here are a few strategies to consider:
- Offer a Discount: One of the main reasons to be attracted to bundles is the value they get from purchasing multiple products together at a discounted price.
- Ensure Profitability: While offering discounts, make sure you are making some money. Consider the cost, FBA fees, shipping costs, and packaging expenses.
- Competitive Pricing: Research your competitors to ensure your bundle is priced competitively.
Step 3: Create the Bundle Listing
Once you have the bundle, optimize your Amazon listing to ensure that customers find it and understand the value it offers. Start by choosing Virtual FBA or traditional /Physical Seller Bundle. As mentioned above inc case of FBA, Amazon will take care of most things, for Physical Seller Bundle you have to do everything. No matter what method you choose, you will have to optimize everything like you do on product listing:
- Title optimization
- Bullet points and description
- Images
Step 4: Brand Your Bundle Packaging
Amazon requires product bundles to be properly packaged and labelled to ensure they are processed correctly at fulfillment centers and delivered to customers as expected.
- The bundle should be packaged in a single use. If using FBA, the items must be packaged in a way that prevents them from being separated.
- Clearly label your bundle with a “Sold as Set” or “Do Not Separate” sticker.
- If your bundle contains small or fragile items, ensure they are securely packaged to avoid damage during transit.
Common Mistakes to Avoid When Creating a Product Bundle
Even experienced sellers make errors that lead to suppression or poor sales. Avoid these at all costs.
- Combining Unrelated Products: Amazon will remove or suppress bundles that don’t provide logical value.
- Using Low-Quality Filler Items: Throwing in cheap accessories only lowers perceived quality and increases negative reviews.
- Not Following Bundling Policy: Violations can be, not pre-packaging items, Wrong category, Missing or incorrect GTIN
- Incomplete images
- Pricing Too High Without Value: A bundle must feel like a deal. If the price is too high, customers will buy items individually.
- Poor Keyword Research: A bundle with the wrong keyword targeting may never rank or get visibility.
- Not Promoting the Bundle Properly: Use strategies like Sponsored Product ads, Sponsored Brand ads (if brand registered), Amazon Posts, External traffic (TikTok, Instagram, Blogs)
Conclusion: Start Selling Profitable Product Bundles
Product bundling is one of the highest-ROI strategies Amazon sellers can use to stand out, increase order value, and build a defensible brand. When done correctly, bundles provide value to customers, improve rankings, and differentiate your listing in a highly competitive marketplace.
Meliora Marketing specializes in data-driven Amazon growth strategies designed to increase conversions, improve visibility, and drive long-term profitability for sellers across all categories.
Ready to start building profitable Amazon product bundles?