Using Virtual Bundles to Increase Average Order Value (AOV)

What if you could sell three of your products in a single transaction, without ever having to physically package them together? What if you could create a "starter kit" or a "complete set" in just a few minutes, instantly increasing how much each customer spends?

This is the power of Amazon's Virtual Product Bundles, a game-changing tool for brand owners. It allows you to digitally group your products, offering customers a convenient package deal while significantly boosting your sales metrics. This guide will explain what virtual bundles are, their powerful benefits, and how you can use them strategically.

1. What is a Virtual Product Bundle?

A Virtual Bundle is a tool that allows brand owners to create a new, unique product listing (ASIN) by digitally combining 2 to 5 of their existing, stand-alone FBA products.

The key is in the name: "virtual." When a customer purchases your bundle, Amazon's fulfillment centers do not look for a pre-packaged kit. Instead, the system instructs the warehouse staff to simply pick the individual component products from your existing FBA inventory and ship them together in the same box to the customer.

Who is Eligible?

The Virtual Bundles tool is exclusively available to sellers who are brand owners and are enrolled in Amazon Brand Registry. The component products must also be in "New" condition and have active FBA inventory.

2. The Major Benefits of Using Virtual Bundles

1. Instantly Increase Average Order Value (AOV): This is the primary benefit. You make it easy for a customer who was going to buy one item to purchase a complementary set instead, increasing the total value of their cart in a single click.
2. No Physical Kitting Required: This is a massive logistical and cost-saving advantage. You avoid the time and expense of physically creating bundled packages, managing separate inventory for the kits, and purchasing new UPC codes. You simply use the FBA inventory you already have.
3. Perfect for Cross-Selling: Virtual bundles are a fantastic way to introduce customers to more of your product catalog. You can pair your best-selling "hero" product with a lesser-known but complementary accessory, driving discovery and incremental sales.
4. Create Unique, Defensible Offers: Each virtual bundle creates a brand-new ASIN that only you, the brand owner, can sell. This prevents hijackers from jumping on your listing and helps you build a unique offer that competitors cannot easily replicate.
5. Flexible Pricing: You can price the bundle lower than the sum of its individual parts to create a compelling "deal," or you can price it the same and simply sell the convenience of a one-click "add to cart" solution.

3. How to Create a Virtual Bundle (Step-by-Step)

The process in Seller Central is surprisingly simple.

1. Navigate to the Virtual Bundles tool (typically found under the "Brands" tab).
2. Select 2 to 5 of your eligible FBA ASINs that you want to include in the bundle. You will need to designate one product as the "main component" of the bundle.
3. Create the listing for your new bundle ASIN. This includes writing a unique title, bullet points, a description, and uploading images (a high-quality "group shot" of all the items together is essential).
4. Set the price for your bundle and submit. Your new bundle listing will typically be live within 24 hours.

4. Strategic Ideas for Your First Bundles

• The "Starter Kit": Combine everything a new customer needs to get started with your brand (e.g., a razor, a pack of blades, and a shave cream).
• The "Better Together": Use your Brand Analytics data to find which of your products are most frequently bought together, and turn that insight into a convenient one-click bundle.
• The "Slow-Mover Solution": Pair a slower-selling but high-quality product with one of your bestsellers to increase its visibility and sales velocity.
• The "Gift Set": Create an attractive-looking set of products that is perfect for gifting occasions like Christmas or Mother's Day.

As a full-service agency, Sitruna helps brands analyze their customer data and product catalog to identify the most profitable bundling opportunities. We then create compelling, optimized listings that increase average order value and drive growth.

Useful Resources

• Amazon Seller Central: Virtual Product Bundles Help Page
• (You must be logged into Seller Central to access the tool itself)

Conclusion: A Low-Effort, High-Impact Tool

Virtual Product Bundles are one of the most powerful and underutilized tools available to brand-registered sellers. With minimal effort and no changes to your physical inventory, you can create new, profitable product offerings that increase customer value, showcase your catalog, and build a more defensible brand on Amazon.

Ready to unlock the full potential of your product catalog? Schedule a free discovery call with the Sitruna team at www.sitruna.com/meet to learn how a strategic bundling strategy can increase your profits.

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