VMP

Virtual Multi-Packs allow vendors and sellers to offer customers bulk purchase options without physically repackaging or creating new SKUs in their warehouse. Instead, Amazon groups multiple single-unit items into a virtual pack at the catalogue level, and fulfilment centres pick the required number of individual units when an order is placed.

How It Works:

• Vendor or seller sets up a VMP in Vendor Central/Seller Central (e.g., “Pack of 3” or “Pack of 6”).
• Amazon creates a new ASIN for the multi-pack, linked to the base single-unit ASIN.
• When a customer orders the multi-pack, Amazon’s FC picks the correct quantity of single units and ships them together.
• Inventory remains in single-unit form, avoiding extra packaging or operational complexity.

Benefits for Vendors/Sellers:

• Increases basket size: Encourages customers to buy in larger quantities.
• Reduces shipping costs per unit (economies of scale).
• Improves product visibility: Multi-packs can rank separately and appear in search results.
• Inventory efficiency: No need to create and ship pre-bundled packs; stock remains flexible.

Benefits for Amazon/Customers:

• Customers get value options by purchasing in bulk.
• Amazon leverages existing fulfilment processes without requiring special packaging.
• Improves customer convenience (e.g., household staples, grocery items).

Challenges:

• Multi-packs must be priced competitively; if not, customers may prefer single units.
• Risk of negative customer experience if items arrive as loose singles instead of a bundled pack (some customers expect shrink-wrap or box).
• Not all categories are eligible for VMP creation.

Why It Matters:
VMP is a strategic way to grow sales volume, improve margins, and offer customers better value without operational overhead. It’s especially useful in consumables, grocery, health & beauty, and household categories where repeat purchases are high.

Example:
A vendor selling protein bars creates a Virtual Multi-Pack of 12 bars. Instead of shipping pre-packed boxes of 12, Amazon’s fulfilment centre picks 12 individual single-unit bars and ships them together to the customer.

In short:
VMP (Virtual Multi-Pack) is an Amazon listing tool that allows sellers and vendors to sell multiple units of the same product as a pack, without physical pre-bundling, increasing sales efficiency and customer value.