Bundle

On Amazon, a bundle is a selling strategy where two or more distinct products - often complementary - are packaged and sold together as one unit. Each item in the bundle has its own ASIN or EAN, but the bundle itself is assigned a new ASIN and treated as a separate product in Amazon’s catalog.

Bundles are commonly used to:

• Increase average order value
• Improve conversion rates by offering convenience
• Differentiate listings from competitors
• Help move slow-moving SKUs when paired with top-performers

Examples of bundles on Amazon:

• A notebook + a pack of pens
• A yoga mat + resistance bands
• A coffee machine + a starter pack of pods

Bundle rules on Amazon (especially for 3P sellers):

• Must provide value to the customer - not just grouping random items
• All items must be physically bundled (packaged together) unless using FBA virtual bundles (brand owners only)
• Must follow Amazon's bundling policy - misusing bundles can lead to suppression

Why bundles matter:

• Helps stand out in crowded markets
• Can bypass direct price competition
• Opens up new SEO opportunities via the bundle ASIN

💡 Pro Tip: If you’re a brand owner, Amazon's Virtual Product Bundles tool in Seller Central allows bundling of FBA items without physically packaging them together.

In short: A bundle is a group of separate products sold together as one convenient offer on Amazon - a powerful strategy to boost value, sales, and visibility.