For sellers looking to maximize revenue on Amazon, virtual bundles offer one of the best ROI moves — and most aren’t using them yet.
In this post, we’ll break down:
- What virtual bundles are
- How they improve visibility and sales
- How to create them
- Best practices and real examples
- Common pitfalls to avoid
🧩 What Are Amazon Virtual Bundles?
Virtual bundles allow brand-registered sellers to group 2–5 ASINs into a new, shoppable product page.
But unlike traditional bundles:
- You don’t need to pre-package the items
- Inventory is pulled separately for each item at checkout
- Amazon handles the rest
📦 Example: A shampoo, conditioner, and scalp brush → shown as one product
💥 Why Virtual Bundles Work
- Higher AOV (Average Order Value)
- Buyers see more value in bundled sets
- Increases total cart size with no added shipping costs
- Better Organic Rank
- Amazon treats virtual bundles as new ASINs
- More keywords, more indexing, and higher visibility
- Competitive Differentiation
- Harder for competitors to match
- Keeps customers inside your brand
- Fast Setup
- No new FNSKU or packaging needed
- Setup in minutes from Brand Registry tools
🛠️ How to Create a Virtual Bundle
Requirements:
- Brand Registry
- Minimum of 2 ASINs
- Products must be FBA
- All SKUs must be in stock
Steps:
- Go to Amazon Brand Registry > Virtual Bundles
- Select 2–5 products
- Add images (upload a custom one or use main listing photos)
- Write title, bullets, description
- Submit and track
✅ Pro Tip: Use a compelling bundle title that explains the value (e.g. “Ultimate Hair Care Set for Dry Scalp”)
📊 Data & Case Study
Category: Kitchen Tools
- Bundle: Tongs + Silicone Spatula + Basting Brush
- Increase in AOV: 19%
- Conversion rate up 13%
- No added prep costs
- Ran sponsored ads to bundle ASIN → ACOS = 18%
🎯 Best Practices for Virtual Bundles
✅ Group complementary items
- Don’t just pair random ASINs
- Think in terms of “theme,” “solution,” or “routine”
✅ Create custom imagery
- Show all items clearly
- Use infographics or lifestyle images if allowed
✅ Optimize title & bullets
- Target keywords not ranking for individual ASINs
- Highlight value, convenience, or problem solved
✅ Advertise your bundle
- Sponsored Products work — just like any ASIN
- Consider using bundles in Amazon Posts
✅ Use bundles to clear excess inventory
- Mix slower SKUs with faster movers
- Provide perceived savings
⚠️ Common Mistakes to Avoid
❌ Grouping unrelated items
❌ Using only the lead ASIN’s images
❌ Setting bundle price too high relative to individual SKUs
❌ Ignoring reviews – bundles show cumulative feedback from all products
❌ Creating bundles with out-of-stock SKUs
🧠 Use Cases for Virtual Bundles
✔️ Gifting Sets (holidays, birthdays, self-care kits)
✔️ Starter Kits (entry-level solutions)
✔️ Add-on Boosters (core + accessory)
✔️ Themed Packages (e.g. “Grill Master BBQ Kit”)
🧮 Bundle Pricing Strategy
Don’t just add up prices.
Offer slight perceived savings:
- If items cost $18 + $12 + $10 → bundle at $35–36
- Include “Save 10% vs. buying individually” in copy
🤝 How Marketplace Valet Can Help
Creating bundles is easy.
But optimizing them for SEO, conversions, and profitability? That’s where we come in.
We help sellers:
- Build bundle strategies across product catalogs
- Design high-converting images
- Run targeted ads to grow visibility
- Manage fulfillment + overflow for growing brands
Final Thoughts
Virtual bundles are one of the easiest, no-risk ways to increase sales on Amazon.
If you’re brand-registered and not using them, you’re leaving margin, rank, and revenue on the table.
Set up your first bundle this week — and watch what happens.
