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This article applies to selling in: United States

Virtual product bundles

The virtual product bundles tool for FBA lets brand owners create ‘virtual’ bundles made up of two to five complementary ASINs which are purchased together from a single detail page. This allows brand owners to offer bundles without packaging items together or changing FBA inbound inventory.

The tool works best with Firefox or Chrome.

Seller eligibility

This feature is only available to sellers who own a brand. The seller must be internal to the brand and responsible for selling the brand in the Amazon store. If you do not have access to this feature, you have not been identified as a brand owner. Visit the Brand Benefit Eligibility page to identify as brand owner and gain access to Virtual product bundles and your other brand-exclusive benefits.


To be eligible to be added to a virtual bundle:

  • ASINs need to belong to a brand that you own and that is registered in Brand Registry.
  • ASINs need to have active FBA inventory in the 'New' condition.
  • The following cannot be included in virual bundles: gift cards, electronically delivered products (like digital music, video, and books), and renewed/used ASINs.
  • Product bundles can be created only in the US Amazon store.

Number of ASINs

Bundles must contain two to five ASINs. Each component ASIN must be buyable on its own. This means that multipacks and “multi-box” items (single ASINs that ship in parts in multiple boxes) cannot be created with this tool.

Examples of eligible and ineligible product bundles:

  • Red pen (2) – This cannot be a bundle because there is only 1 ASIN.
  • Red pen (1) + blue pen (1) – This can be a bundle.
  • Red pen (4) + blue pen (7) – This can be a bundle because there are two unique ASINs.

To include multiple units of an ASIN in your bundle, add the ASIN to your bundle. Then, click on the number ‘1’ next to Quantity in bundle to share quantity from available FBA in–stock inventory for ASIN components.


Product bundles can be priced lower than or equal to the sum total of prices of the products in the bundle. The most successful bundles typically offer attractive discounts.

If a bundle price becomes higher than the sum of its component’s prices, then the bundle will lose Buy Box eligibility. Bundle prices will remain the same even if the price of a component changes; it is the seller’s responsibility to monitor the bundle price and update it if component pricing changes.

Main component in a bundle

You may choose any ASIN in your bundle to be its main component. The main component helps determine the search and browse categorization of the bundle. A bundle ASIN inherits search keywords from its main component ASIN.

Once a bundle is created, the main component cannot be changed. If you need to do so, delete your bundle and re-create it. Use a different SKU or make sure to wait 24 hours before reusing the same SKU.


On desktop, the detail page of the main component in your bundle may show the Make it a bundle widget which shows up to six bundles that share the same main component ASIN. The widget does not appear on mobile.

Note: It is prohibited to create a bundle that has the exact same components as an existing bundle but a different designated main component.

Editing a bundle

The following attributes of a bundle ASIN are editable after the bundle has been saved: title, description, bullet points, price, and images. However, the products that make up the bundle, the main component, and the bundle’s SKU cannot be edited once saved. If these attributes are wrong, delete the bundle, wait 24 hours, then re-create it. If you re-create it, use a different SKU or make sure to wait 24 hours before reusing the same SKU.

API integration/Feeds

Virtual bundles can only be created and edited in Seller Central. There is no API/feed integration available. Do not try to edit a bundle using a feed or any means other than the bundles tool.

If you do this, your bundle may stop being buyable. To fix this, first remove the bundle ASIN from your API integration or third-party tool. Then, edit and re-submit the bundle.


At this time, bundles may not be part of variation families.

Deals, Coupons, and A+ content

Bundles must meet all standard criteria to be eligible for Deals. Note that adding a bundle discount does not affect the price history of its component ASINs or their eligibility for Deals.

Bundles are compatible with coupons and A+ content.


Bundles are compatible with Sponsored Brands ads. They are not compatible with Sponsored Products at this time.

Reviews and ratings

Bundle ASINs have separate reviews and ratings from those of the component ASINs in the bundle.

Orders and Returns

Orders are recorded as if each component of the bundle was purchased as part of the same order. In most Seller Central reports, the bundle ASIN/SKU does not record an order, only the components do. Components can be returned separately. If your bundle had a discount, customers will receive a prorated refund upon return.


Since all the products are fulfilled separately just as if they were purchased separately, there are no changes to fulfillment fees; all standard selling fees will apply.

Additional Links

Sign in to use the tool and get personalized help (desktop browser required). Sign in

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