Are you an Amazon seller looking for ways to make more profit?

Maybe your margins have been squeezed by rising shipping and manufacturing costs?

If that’s you, then bundle listings could be just what you need to make more profit and increase your sales.

By bundling together similar products on Amazon, you can create a listing that appeals to customers looking for a bargain whilst also selling your products at a better profit margin than if selling individually.

In this guide, we’ll show you how to create a product bundle on Amazon, how to find profitable products to bundle together, and much more.

Let’s get into it!


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What are bundle listings on Amazon?

A bundle listing on Amazon is when two or more products are offered for sale together at a discounted price.

This is different from a product page where each product is listed individually and the customer can add each one to their basket separately.

With product bundles, the products are delivered together and cannot be bought individually. Customers usually perceive value in product bundles as they feel they are getting a better deal than if they were to buy the products separately.

This perception of value is often because the customer believes they are saving money by buying the products together in a bundle.

However, you as the seller also need to make sure that the product bundle is profitable for you.

This means that the products you choose to bundle together need to have a healthy profit margin so you can still make money after the discount has been applied.

By bundling individual products into one sellable unit Amazon sellers can often save on overall fees meaning they can both offer the bundle at an attractive price but also make more profit.

Don’t forget: the products you choose to bundle will also need to complement each other well.

Examples of bundle listings

For example, if you sell clothes on Amazon, then you might want to consider bundling together items such as shirts and ties, or dresses and shoes.

If you sell beauty products, then you could bundle together skincare items such as cleansers and toners, or makeup items such as foundation and mascara.

And if you sell homeware items, then you might want to consider bundling together kitchenware items such as pans and pots, or bedding items such as duvets and pillows.

As you can see, there are endless possibilities when it comes to Amazon bundles. The key is to make sure that the products complement each other well and have a healthy profit margin.

The difference between bundles and multipacks

Before I show you how to create product bundles on Amazon, it’s important to differentiate between bundles and multipacks.

Multipacks are when two or more products are offered for sale together at a discounted price, but the customer can still buy the products individually.

For example, if you sell coffee pods on Amazon, then you might want to create a multipack listing where the customer can buy two or more boxes of coffee pods at a discounted price.

However, the customer would still be able to buy each box of coffee pods individually if they wanted to.

With bundles, on the other hand, the products are offered for sale together in a pre-packaged kit at a discounted price and the customer cannot buy the products individually.

For example, if you sell coffee machines on Amazon, then you might want to create a bundle listing where the customer can buy a coffee machine and coffee pods together at a discounted price.

How to create a bundle listing on Amazon

Now that you know what a bundle listing is and the difference between bundles and multipacks, let’s take a look at how to create product bundles on Amazon.

The first thing you need to do is log into your Amazon seller account. Once you’re logged in, hover over the “Inventory” tab and click on “Add a Product”.

On the next page, select “Create a new listing” and then click on the “Start creating” button.

Remember, as this is a bundle listing, you only need to create one listing for the entire bundle with one UPC/barcode.

So you can essentially treat it like creating a normal Amazon listing. Fill in all of the necessary information as you normally would – title, key features, description and images.

When you’re ready hit the Save button and your bundle is now created.

How do you find profitable products to bundle on Amazon?

There are a number of effective methods you can use to find profitable opportunities for creating Amazon bundles.

Here are some of my favorites:

Analyze your sales

The best place to look for low-hanging fruit bundling opportunities is right there on your shop floor.

By analyzing existing orders you can spot items that your customers are already purchasing together.

This means you don’t have to test a bundle to see if it will get traction – it already has traction! Now you just need to bundle them up into one listing and maximize the profit opportunity.

Use product research tools

The great benefit of Amazon seller tools is the time they can save.

In this example, you can use Helium 10’s Black Box product research tool to pinpoint the exact product bundles you should be targeting.

Simply choose the ‘Product Targeting’ tab inside Black Box and enter the main ASIN that you want to find potential bundle opportunities for.

This option scans the Frequently Bought Together, Amazon Suggestions, and Customer Also Bought sections on Amazon automatically to save your hours of manual work.

Using Black Box by Helium 10 is a cheat code for finding new bundle opportunities!


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Study your search term report

If you’re running Amazon PPC campaigns then you’re constantly collecting a treasure trove of useful data.

To access this data, simply head to Campaign Manager inside Seller Central, then Measurements & reporting > Reports > Create report and then download your latest Search Term Report.

In this spreadsheet, you’ll want to analyze the ‘Customer Search Term’ column as these are the exact phrases your customers are using right before they click on your products.

Often you’ll discover terms that reveal complimentary product ideas that your customer couldn’t quite find.

The good news is that if the demand is already there, all you need to do is bundle those products up to meet it!

Search “bundle” on Amazon

By simply entering “bundle” into the search bar on Amazon you’ll be presented with a range of results, most of which will have the word bundle in the title.

Whilst you’ll easily be able to discount many of the options straight away for one reason or another, this method can also throw up some gems that you may not have considered.

For a more targeted search, try adding a few niche-specific keywords – e.g. homeware bundle, toys bundle, workout bundle and so on.

Check the ‘Frequently Bought Together’ section

If you don’t want to invest in a tool right now, you can manually check the Frequently Bought Together section.

The best place to do this is on your own product detail page as the products will likely be a good fit for your brand.

However, for more options, it’s also well worth studying the product pages of your wider niche too.

Check the suggested items on a product page

The nature of selling on Amazon is that you don’t own the online real estate.

Amazon can – and will – suggest other options to purchase right there on your product detail page.

But, instead of this being a negative, you can turn it into a positive and use these suggestions as inspiration for bundling complementary products.

After all, Amazon’s algorithm is highly sophisticated and if it is suggesting a particular product there’s a good chance it’s a great fit for your existing customers and therefore presents a good bundling opportunity.

Bundling wholesale products on Amazon

Perhaps you’re looking to bundle items on Amazon, but aren’t selling a private label product?

The good news is that bundling is also a great option for retail arbitrage, online arbitrage, and also selling wholesale products.

Whereas most sellers will try and do the least amount of work as possible, by bundling together complimentary products you can stand out from the crowd, face less competition for the buy box, and achieve higher profit margins.

All you need to do is follow similar principles to identify bundling opportunities of other brands’ products, source, package them together and create a new listing for them.

How do you price a bundle listing on Amazon?

The key to pricing a product bundle is to ensure that the perceived value is greater than the sum of its parts.

In other words, customers should feel like they are getting a bargain when they purchase your Amazon bundles.

Of course, this is easier said than done and will require some trial and error on your part to find the perfect sweet spot that also generates a healthy profit margin.

A good place to start is by offering a discount of around 20% off the total RRP of the products included in your bundle.

You can then increase or decrease this depending on how well your listing is converting and what your overall profit numbers are.

How do you package a bundle listing on Amazon?

Packaging a bundle for Amazon is pretty much the same as packaging any other product.

I always recommend sellers use high-quality materials that are fit for purpose and will protect your bundled products in transit.

You’ll also want to include any relevant branding, such as your logo, on the packaging to make it easily recognizable as yours.

And don’t forget – when you’re selling a bundle on Amazon it’s treated like one product. That means all bundled products need to be in one package.

That could be a box, a polybag, or some other kind of outer packaging but they all need to be contained with a unique barcode label on the outside.

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Pros of creating a bundle listing on Amazon

Creating product bundles on Amazon has several advantages, including:

Higher average order value

By definition, a bundle will include multiple items from the same brand and therefore has the potential to increase your average order value (AOV).

This is vital for any business as it’s much cheaper to sell more products to existing customers than it is to acquire new ones.

It also means you can spend more on advertising when acquiring new customers as the higher sale price can absorb more ad spend.

Higher profit margins

When done correctly, bundling also has the potential to increase your profit margins.

This is because you’re able to use economies of scale to potentially source products at a lower cost per unit and then package them together so you only pay one Amazon fulfilment fee.

This needs to be checked carefully in the planning stage as a product that becomes too heavy may creep over into a higher fulfilment fee tier and as such higher shipping costs.

Less competition

When selling on Amazon there is always going to be some level of competition.

But by bundling products together you can face less competition as there are likely to be fewer sellers offering a similar product.

This is of particular benefit when you create bundles with arbitrage or wholesale as it gives you a better chance of winning the buy box and generating more sales.

Added value for customers

When done correctly, a product bundle also provides value for customers above and beyond the individual products included.

This is because you’ve taken the time to do the research, identify complementary products, and package the entire bundle together in a way that makes sense and at an affordable price.

This can result in a much better customer experience and ultimately lead to more sales and repeat business.

Wider keyword reach

Selling a bundle also gives you the opportunity to target a much wider range of keywords than if you were selling the products individually.

This is because each product in the bundle will have its own set of relevant keywords which can all be targeted with your listing title and product descriptions.

This, in turn, can lead to more traffic and sales as you’re able to reach a larger audience with your listing.

SERP dominance

Finally, when you create Amazon bundles it gives you the chance to dominate the search engine results pages (SERP) for your chosen keywords.

By bundling together existing products that have their own individual listing you are creating another separate listing which, when combined, can take up a large amount of real estate on the SERP.

Cons of creating a bundle listing on Amazon

There are also some potential downsides to selling bundles on Amazon, including:

More work upfront

Creating a product bundle on Amazon is generally going to require more work upfront than simply listing products individually.

This is because you need to source multiple products, negotiate pricing, create suitable bundle packaging, and create images and copy for a combined listing.

All of this takes time and needs to be done carefully to ensure a successful listing.

Starting from scratch

Another potential downside of creating a bundle listing on Amazon is that the new listing will start with zero sales history, organic ranking, and product reviews.

This means you have to launch the bundle as you would any new private label product and as such shouldn’t be assumed to be a straightforward quick win.

Potential for lower conversion rates

While bundles have the potential to increase your AOV, they can also lead to lower conversion rates.

This is because customers may be overwhelmed by the number of choices and options available and ultimately decide not to purchase anything.

It’s therefore important to carefully consider the products you include in your entire bundle and ensure they complement each other well.

Weaker relevance

By including multiple products in one bundle you run the risk of appearing in search results when customers are looking for one product or the other but not necessarily both.

This can lead to lower conversion rates as mentioned, but this can also lead to lower keyword ranking affecting organic sales volumes.

So when considering product bundles you should consider how well the products complement each other and if customers who want one product would definitely want the other.

Category restrictions

Like individual products, bundles are also subject to category restrictions on Amazon.

This means that certain product categories (for example the video games category) won’t allow you to bundle items together, which can limit your options depending on what you’re looking to sell.

To find out if there are any category restrictions in place you should check the Product Bundling Policy inside Seller Central.

No option to edit bundle contents

Once you’ve created a bundle listing on Amazon you won’t be able to legitimately change the products that make up the bundle.

Any material changes to the bundle would cause Amazon to see it as a new product and as such a new listing and UPC (Universal Product Code i.e. a barcode) would be needed.

Physical bundles vs virtual bundles

It’s also worth noting that there are two types of bundles you can create on Amazon, physical bundles and virtual bundles.

Physical bundles involve shipping multiple products together in one package to Amazon who then ship the one product to the customer.

In contrast, virtual bundles don’t require any additional packaging or shipping as Amazon simply pull individual items from your existing inventory and ships them together.

Creating a virtual bundle on Amazon is generally much easier and less time-consuming than creating a physical bundle, as you don’t need to source products or create any additional packaging.

However, you won’t see the same fee cost savings as you would if you went to the trouble of creating a physical bundle.

Frequently Asked Questions

Yes, each bundle you create is a new ASIN and needs it’s own unique product identifier and the UPC barcodes from the individual products cannot be used.

No. If you sell multiple products to the same customer Amazon may ship them together in the same package but you will still pay the relevant fulfilment fee for each product.

Amazon Bundles: The Wrap Up

Creating a bundle listing on Amazon is a great way to increase your profits by selling multiple products at a higher bundle price point than if they were sold individually.

To create profitable Amazon bundles, start by researching compatible products, then choose how you want to package them together.

Next, price your bundle competitively, optimize your product title and keywords, create engaging bundle images and finally follow all of Amazon’s guidelines for creating listings.

By taking these steps, you’ll be well on your way to successfully creating and selling bundles on Amazon!

Ben Donovan


Ben Donovan
Ben is the founder of Brand Builder University and has a passion for helping normal everyday people create financial freedom by building successful eCommerce businesses. He lives in Manchester, UK with his wife and 2 children and loves to play sport and watch continual re-runs of The Office (US version, obviously).


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