Want to increase your Amazon sales without launching new products? Product bundling is one of the most effective strategies to grow average order value (AOV) while adding convenience for your customers.

At Booscala, we help beauty and skincare brands implement bundling tactics across both virtual and physical bundles as part of a broader AOV growth system. It’s one of the key methods we cover in our blog post: 11 Ways to Increase Average Order Value on Amazon for Beauty Skincare Brands

Whether you’re just getting started or refining your current bundling strategy, this guide will show you how to build bundles that drive repeat purchases, increase AOV, and improve the overall customer experience.

Tip 1: Understand the Two Types of Amazon Bundles

Product bundling is a high-impact strategy on Amazon where you group complementary products together to increase both average order value and customer convenience. With bundles on Amazon, sellers can drive more units per transaction without introducing new SKUs.

As an Amazon seller, you have two main options: physical bundles or virtual bundles.

• Physical bundles require you to package multiple products together before shipping them to Amazon’s fulfillment centers. These are treated as a single unit in Amazon’s catalog and shipped to the customer as one package.

• Virtual bundles, on the other hand, allow you to combine multiple ASINs into one listing without physically packaging them together. This is a preferred option for many brands looking to create virtual bundles quickly and at scale. Since no repackaging is required, it simplifies operations and reduces FBA prep costs.

“The entire bundle appears as a single detail page to customers, but the products themselves remain separate in your active FBA inventory,” explains Amazon’s bundling policy. This means shoppers still receive all items in their order, just potentially in separate shipments.

Currently, Amazon virtual bundles are only available to sellers enrolled in Brand Registry who use Fulfillment by Amazon (FBA). If you’re looking to test bundling strategies without committing to new inventory setups, this feature is an excellent place to start.

Tip 2: Know Why Bundling Increases Sales and Loyalty

A smart bundling strategy on Amazon gives you multiple benefits that impact your bottom line and customer satisfaction:

Higher Average Order Value

One of the biggest reasons to create a bundle is to increase your average order value. When customers buy complementary products together, they naturally spend more in one transaction. This way you boost your revenue without needing more customers.

Better Customer Experience

Product bundles add value to customers by providing a convenient way to buy complementary products. Instead of searching for individual items separately, customers can buy everything they need with one click. This convenience factor can significantly improve customer experience and satisfaction rates.

Inventory Management

Bundling helps sellers clear out slow moving inventory by pairing less popular products with bestsellers. This strategic approach can revive stagnant inventory and increase overall sales velocity. For example, bundling a popular main component with complementary items that aren’t selling as fast can move inventory that would otherwise sit in warehouses.

Cost and Time Efficiency

Virtual bundles save time and cost of physical packaging and shipping. Since you don’t need to create new packaging or pre-assemble products, you can launch new bundle offerings quickly and with minimal investment. This flexibility allows you to test different bundle combinations without significant upfront costs.

Tip 3–5: How to Create a Bundle That Converts

The most successful bundles on Amazon aren’t created by accident – they’re the result of careful product selection and strategic thinking. Here’s how to create bundles that resonate with customers and sell:

Tip 3: Focus on Complementary Products

To create effective bundles, sellers should focus on combining complementary products that are bought together frequently. These products should logically go together and enhance each other’s utility or appeal.

For example, if you sell digital music players, you might bundle them with headphones, cases and screen protectors. The key is to think about products that customers would buy together anyway.

Products in the bundle should complement each other in terms of functionality, theme or purpose. Don’t bundle random products that don’t provide clear value to the customer.

Tip 4: Analyze Your Sales Data

Brand owners should use tools like brand analytics to identify products that can be bundled together effectively. Amazon provides valuable insights through:

• “Frequently bought together” data

• Brand analytics reports (for registered brands)

• Historical sales patterns

Look for patterns that reveal which of your products customers buy together in the same transaction. These combinations often make the most successful bundles because they align with customer behavior.

Tip 5: Build a Clear Value Proposition

Every bundle must offer a clear value proposition to customers. This could be:

• Convenience (saving time by buying complementary items together)

• Cost savings (offering a slight discount compared to buying items separately)

• Unique combinations not available elsewhere

• Solutions to specific problems or needs

The perceived value of your bundle should exceed the sum of its individual components to make customers choose the bundle over buying items separately.

Tip 6: Use Strategic Bundle Pricing

Your bundle pricing strategy can make or break your bundling success, requiring a delicate balance between perceived value and profit margins.

Research Competitors

Setting prices is key to making bundles attractive to customers. Start by researching your competitors to see how they price similar product combinations. This will give you a baseline for your own bundles.

Look at:

• Individual product prices

• Existing bundle offerings

• Typical discount percentages for bundles in your category

Strategic Discount

Sellers should set bundle prices that offer a discount compared to buying individual items. The bundle price should be set at or below the combined price of individual products to maintain the Buy Box and create a compelling offer.

Most successful bundles are priced 5-15% below the combined price of buying all items separately. This discount creates a perception of value while still allowing for healthy profit margins.

Regular Price Reviews

The competitive landscape on Amazon changes constantly, so sellers should regularly review and adjust their bundle prices to stay competitive. Set a schedule to check:

• Competitor price changes

• Individual component price fluctuations

• Bundle performance metrics

Be prepared to adjust your bundle price when necessary to keep it attractive to customers and your competitive edge.

Tip 7-8: Leverage Brand Registry to Access Virtual Bundles

Registering your brand with Amazon Brand Registry is a requirement for virtual bundles. This unlocks powerful tools and capabilities to make your bundling strategy more effective.

Tip 7: Brand Registry Requirements

To access Amazon’s virtual bundling capabilities you’ll need to meet the following requirements:

1. Have an active registered trademark for your brand

2. Create an Amazon Brand Registry account

3. Complete the verification process

4. Use FBA for product fulfillment

Brand registered sellers get access to not only virtual bundling but also enhanced content features, better brand protection and powerful analytics tools.

Tip 8: Benefits Beyond Bundling

Brand registration gives you access to free tools and helps you protect your brand. Benefits include:

• A+ Content capabilities

• Brand Store creation

• Brand Analytics data

• Enhanced brand protection against counterfeits

• Access to advertising features like Sponsored Brands

These tools help you build a stronger brand presence on Amazon which supports your bundling strategy by increasing customer trust and recognition.

Tip 9: How to Create Virtual Bundles Step-by-Step

Once registered, brand owners can create virtual bundles and sell multiple products together as one offer. The process is:

1. Access the virtual bundle creation tool in Seller Central

2. Select complementary ASINs from your active FBA inventory

3. Create a new listing with its own bundle ASIN

4. Set a competitive bundle price

5. Optimize the bundle’s product detail pageVirtual bundles allow you to test different product combinations without any physical repackaging, so you can easily see what works best.

Tip 10: Optimize Your Storefront to Showcase Bundles

Having a strong store presence is key to selling bundles. Your Amazon store is your digital storefront, where customers build trust and come back to buy.

Brand Story and Identity

Develop a consistent brand identity that communicates your values and unique selling proposition. Use your store to tell your story and showcase your products, including your featured bundles.

Customers are more likely to buy from brands they know and trust, so investing in your brand pays off in bundle sales.

Bundle Showcase

Create sections in your store to feature your bundles. This could be:

• Featured bundle collections

• Seasonal or themed bundle sets

• Bundle combinations for specific use cases or customer needs

Make your bundles easy to find by organizing them logically and promoting them prominently in your store navigation.

Trust Elements

Include elements that build trust with customers:

• Customer reviews and ratings

• Clear return policy

• Product information

• High-quality images of the bundle components

These trust factors are especially important for bundles as customers need to feel confident about the value and quality of multiple products being bought together.

Tip 11–13: Optimize Bundle Detail Pages for Visibility and Conversion

Optimizing detail pages is key to making bundles visible and attractive to customers. Your bundle’s detail page is your virtual salesperson, so it needs to communicate value and overcome objections.

Tip 11: Use SEO-Rich Titles and Keywords

Sellers should include keywords like “virtual bundles” and “product bundling” in their product titles and descriptions. Your title should clearly indicate it’s a bundle and include important keywords.

Follow this formula for bundle titles: [Brand] + [Bundle] + [Main Product] + [What’s Included] + [Key Feature/Benefit]

Example: “BrandName Bundle: Professional Hair Dryer with Styling Brush and Heat Protectant Spray - Complete Hair Styling Kit”

Tip 12: Use High-Quality Images

Images are crucial for bundle listings as customers need to see what they’re getting. Include:

1. Main image of all bundled products together

2. Individual images of each component

3. Lifestyle images of the bundle in use

4. Size/scale reference images

5. Detailed close-ups of key featuresMake sure your images show the bundled products working together.

Tip 13: Write Clear Descriptions and Bullet Points

Your product description and bullet points should:

• List all items in the bundle

• Explain how the products work together

• Highlight the benefits of buying as a bundle

• Answer common questions or concerns

• Emphasize the savings or added value

Use bullet points so customers can quickly scan your listing to see if the bundle meets their needs.

Tip 14: Align Your Inventory and Fulfillment Strategy

Amazon business considerations, like inventory management and fulfillment, are key to successful bundling. The operational side of bundling can make or break your strategy.

Inventory Management

Make sure you have enough inventory to fulfill bundle orders and avoid stockouts. This is especially important for virtual bundles where multiple separate inventory items need to be available at the same time.

Consider:

• Inventory buffer systems for bundle components

• Alerts when component stock levels reach certain thresholds

• Regular forecasting for bundle demand

A stockout of any one component can make your entire bundle unavailable and result in lost sales and ranking drops.

Fulfillment Strategy

Amazon’s fulfillment options like FBA can help you streamline your fulfillment and reduce costs. For virtual bundles FBA is not just beneficial – it’s required.

Physical bundles give you two options:

1. Pre-package bundles before sending to FBA

2. Use Fulfillment by Merchant (FBM) for complete control over packaging

Each has pros and cons for storage fees, fulfillment costs and customer experience.

Performance Monitoring

Regularly review your bundle metrics:

• Conversion rates

• Search ranking

• Buy Box percentage

• Customer feedback

• Return rates

Use this data to refine your bundling strategy, adjust components or modify pricing to maximize performance.

Tip 15: Promote and Test Your Bundles Continuously

Selling with bundles requires a strategic approach – creating effective bundles, setting competitive prices and optimizing product detail pages.

Strategic Bundle Creation

The most successful bundles on Amazon fall into one of these categories:

1. Complementary Function Bundles: Products that work together functionally (like a camera with memory card and case)

2. Complete Solution Bundles: Everything needed for a specific task (like a home office bundle with desk, chair and accessories)3. Variety Bundles: Multiple versions of the same product (like a pack of different flavored teas)

3. Starter Kits: Essentials for beginners in a particular activity

4. Premium Bundles: High-end combinations with exclusive or limited items

Figure out which one works best for your products and customer needs.

Testing and Optimization

Virtual bundles let you test different combinations without much investment. Consider:

• A/B testing different bundle components

• Testing different price points

• Seasonal or limited-time bundles

• 2-item vs. 3+ item bundles

Use the data from these tests to refine your approach and focus on the most profitable bundle configurations.

Promotion

Promote your bundles with:

• Amazon Advertising campaigns for bundles

• Limited-time discounts

• Bundle features in your brand store

• Email marketing to previous customers

• Social media promotion highlighting bundle value

Combining these promotional tactics can really increase bundle visibility and conversions.

Final Thoughts: Use Bundling to Drive Sales with What You Already Sell

Bundling on Amazon is a proven way to increase your sales, improve customer experience, and gain a competitive edge all without launching new products. Whether you create physical bundles or use Amazon virtual bundles through Brand Registry, this strategy delivers real value for both sellers and buyers.

At Booscala, we help beauty and skincare brands build high-converting bundle strategies as part of a larger AOV growth system. It's one of the key approaches we cover in our blog: 11 Ways to Increase Average Order Value on Amazon for Beauty Skincare Brands

The most effective bundles are customer-first. They combine complementary products that make sense together, offer clear savings, and present a strong value proposition right on the product detail page.

If you haven’t already, register your brand with Amazon Brand Registry to unlock access to virtual bundles. Then start testing different product combinations based on your top-selling SKUs and customer behavior insights.

With the right approach to bundling, you can increase average order value, enhance shopper satisfaction, and grow your Amazon sales all by using your existing inventory more strategically.