Would you like the ability to create product bundles without sending additional inventory to Amazon? Are you looking to test and validate product combinations or cross-promoting them? Amazon has launched a new function named Virtual Product Bundles to help sellers do just that! In its beta version, the feature is currently available for a selected group of FBA sellers in the US market only. There is no news from the e-com giant if a full roll-out is in the works.
According to Amazon, product bundles are between two to five products from your catalog sold as one, typically at a discount to increase conversion rate. These items are not packaged together but sent as individual units instead. Whenever a customer places an order, Amazon bundles the products into kits and dispatches them from its FBA centers saving sellers both time and hassle.
No, you don’t need to buy a separate UPC to list a bundle on Amazon. However, each item in the bundle must have a barcode (and an ASIN) already assigned to it.
Let’s take a look at Amazon’s product bundling policy in more detail.
Just a quick note. Many sellers seem to confuse product bundles with multipacks and use the two terms interchangeably. Product bundles are not multipacks. You can’t list and sell two (or more) units of the same ASIN as a bundle. For that, you have multipacks.
The number of product bundles available for customers to purchase is based solely on the products contained within it.
For instance, if you have a pizza blanket with an available quantity of 28 and a pizza pillow with 38 units, then there would be 28 product bundles available. The total amount is automatically adjusted taking into account individual sales as well; if one of those pizza pillows sells as an individual item, the available bundles would go down to 27.
When you create a product bundle, Amazon assigns a unique SKU to it. Like other products, you can edit the title, description, bullets, images, and price. However, you can’t change the products offered within the bundle itself.
So what are some real-life virtual product bundle examples? We have compiled a few to help you get an idea:
This is from the Office Products category, featuring a two-roller lamination system and a 100-pack thermal laminating pouches.
A bundle from the Kitchen & Dining category, offering a water and beverage carbonator, and a 3oz carbonization bottle.
Another bundle from the Kitchen & Dining category for meat lovers, featuring a meat defrosting tray, marinade injector, meat tenderizer, and a plastic cutting board.
This one here is from the Tools & Home Improvement category, offering a magnet-embedded wristband (for holding different types of fasteners) and a multi-purpose hammer.
To be eligible for selling bundled products on the smiling A, you need to meet certain requirements specified under the Amazon virtual product bundle program:
Amazon product bundling is particularly attractive to customers who benefit from a single, value-oriented offering. They don’t have to hop from listing to listing, looking for complimentary items to go with their original purchase. Everything is served on one page. Plus, it offers plenty of benefits for your business too:
By bundling your products, your customers buy more than one product during a single purchase, which increases your average order value. For example: instead of buying a pizza blanket, your customers are given an option to purchase it together with a pizza pillow as a bundle.
Products can be bundled and sold at a discount to clear dead stock and avoid inventory waste. This also increases your IPI (index performance score), leading to warehouse cost reduction.
Are you about to launch a new product? You can bundle it with one of your best sellers to promote it to customers. This cross-promotion decreases your marketing costs while increasing exposure for your new merchandise. Talk about an early win!
Navigate to the Brands tab within your seller central main page. Click on “Virtual Bundles” located in the dropdown menu.
Add products to your bundle by inserting your ASIN number. You are required to enter the title, selling price, and description for your bundle. It is vital to insert hot keywords to both your title and description for the Amazon A10 algorithm to pick them up during customer searches.
You are required to insert product bundle images (maximum of 8) to showcase your products. Bullet points are required, and do remember to optimize them with high-search volume keywords. You can leave the SKU blank and let Amazon auto-populate it for you. If you decide to insert your own SKU, do not reuse an SKU from an existing product in any marketplace, or your bundle won’t be approved.
Golden Nugget: New bundles don’t have the luxury of including back-end search terms. Therefore, you must use the front end in the best possible way to maximize your visibility. We recommend including as many component ASINs’ keywords as possible. This will help you with the traction, especially if your primary and secondary products are already ranking on those keywords. Use Listing Optimizer to keep track of the keywords’ usage.
Note that bundle ASINs have separate reviews and ratings from those of the individual ASINs in the bundle.
Once you have entered all relevant details, click on the “Save & Publish” button to complete the product bundling. Always evaluate product bundles that you have created and split test new ones.
Remove product bundles that don’t work and keep the ones that do it to maximize your effort. Remember to check the Amazon Bundle Policy before submitting any new ones.
Golden Nugget: Bundles are compatible with Sponsored Brands ads. So if you're looking to gain more exposure and sales, you can create a sponsored brand campaign for your bundles.
When deciding the offer for your product bundle, make sure that it is priced equal to or lower than the sum of the prices of the individual items included in the bundle. Amazon will suppress your Buy Box if you don’t follow this rule. Likewise, whenever you update the price of one (or more) of your products, adjust the price of the bundle too.
Unfortunately, at this moment, there is no bundle performance tracking feature available for sellers in the seller center. However, Amazon does send you weekly reports to keep you informed of how your virtual bundles are doing. The download links for these reports remain active for 6 days.
While selling bundled products on Amazon (without having to change your inbound FBA inventory) sounds great, it has a few pitfalls that you need to be aware of:
So how do you create a profitable virtual product bundle, which your customers would love buying too? Here are some Amazon bundling ideas (and strategies) to help you get started:
There are multiple ways to bundle your products to boost sales. You can try the cross-sell bundle method by bundling a low-priced complimentary product as an add-on to your main product. Offering a gift bundle during the holiday season is another excellent way to promote your brand.
All in all, bundling adds value to your brand and helps you stand out from the competition. Remember to track your product bundling performance and customer satisfaction for long- term benefits.
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