VB

Virtual Bundles are available to brand registered sellers and vendors.
 They let you create a new product detail page that represents a bundle of two or more complementary ASINs, while keeping fulfilment simple because the items are already stored separately in FBA.
 Amazon automatically ships all components of the bundle when the customer purchases it.

Key characteristics of Virtual Bundles:

• No physical kitting or prep work required
• All items must be FBA and brand registered
• Items ship individually but are purchased as a single bundle
• The bundle gets its own detail page with title, images, bullets, and A+ content

Benefits for sellers and vendors:

• Increased average order value
• Better discoverability for complementary products
• Ability to test new bundle concepts quickly
• No additional logistics cost for physical bundling
• Stronger cross selling on PDPs

Common VB strategies:

• Pairing high traffic ASINs with accessories
• Creating gift ready product combinations
• Testing new price points for value packs
• Improving visibility for slow moving SKUs by bundling with top performers

Requirements:

• Brand Registry enrollment
• All items must be FBA
• Maximum of 5 items per Virtual Bundle
• SKUs must be owned by the same brand

Example:
A brand sells a stainless steel water bottle and a matching insulated sleeve.
Instead of physically bundling them, they create a Virtual Bundle that shows both items together on one PDP.
The customer buys the bundle, and Amazon ships the two items separately.

Why It Matters:
Virtual Bundles allow brands to grow sales, increase perceived value, and improve catalog performance without adding operational complexity.
They are especially powerful for accessory heavy categories and brand families.

In short:
VB (Virtual Bundle) is a digital bundle of multiple FBA items sold together on one product detail page, with each component shipped separately by Amazon.