Recently, some sellers discovered that Amazon quietly changed the display location of a module on the listing interface.

This module is virtual bundling, also called "Bundle" - Amazon Virtual Bundle is a free brand tool that allows sellers to freely combine their brand's FBA products into new listings for packaged sales.

In the past, bundle products were displayed below the five-point description, right above the “Frequently bought together” button, making them harder to spot.

Now, Amazon appears to have updated the Bundle’s placement.

Amazon Bundle Location Update Changes

① Bundle display location on the computer

You can only create variations of the same product, and those variations must share some common attributes. For example, if you sell T-shirts, you can create variations for different colors, sizes, and styles of T-shirts, but you cannot create variations for shoes or accessories.

If the product has no variants, the Bundle is displayed below the Title (above).

If the product has variants, the Bundle is displayed below the variants (see the image below).

Moreover, this position can display more than just two bundles. Sellers who need to join the seller communication group, please contact customer service V: FLA66668888. Buyers can click "see all bundles" below to display all your bundle settings.

② Amazon mobile case study

As shown in the following figure, the Bundle product display is right below the main image, and even above the price and shopping cart on mobile devices! Isn’t this higher priority than the ad space below the 5 o’clock position?

You should know that this position is the first module that customers see after opening your product listing on their mobile phones. It is equivalent to the first golden position for listing display!

Many sellers who have been doing business on Amazon for a long time may not know about this feature, or have never used it. In fact, it can be understood as follows: two or more related products share a listing, are packaged together, and sold as "one single product".

So, what is its appeal? What are the benefits for sellers?

1. Related traffic (such as hot products bringing in new products, accelerating cold starts, and related sales)

2. Listing traffic layout (defending against competitor ad positions)

3. Promote the flow of hot products and close the flow loop in the store (open up the flow association of in-store products, regardless of product relationship)

4. Currently no fees (any combination of existing FBA inventory ASINs without generating additional inventory)

Let’s take a look at how virtual bundles appear on Amazon pages

After clicking on a virtual bundle item, the user will see a description of all the items in the bundle list.

>>>Virtual bundle entrance:

Seller Central > Brands > Virtual Bundles

Select the products you want to bundle, each product needs to have a separate ASIN. Set the price and discount for the bundled products, as well as other relevant sales information such as title and description.

Through this tool, you can bundle your own 2-5 different ASINs , so that buyers can buy these products together on a separate product detail page, which plays a role in attracting traffic between products. You do not need to create physical bundled products. You only need to use FBA's existing inventory to create virtual bundled products on the front-end page. According to the actual purchase situation of buyers, FBA will help bundle and pack them for shipment.

[Example] When physically bundling, you need to have 100 pieces of new inventory for each component product, and after bundling, you can realize the sales virtual bundle of 100 pieces of physical bundle; as long as the quantity of component products in FBA is > 100 , you can realize the virtual bundle sales of 100 pieces without new inventory.

>>>Scope of application

Seller: Must be the brand owner of Amazon US.

Products: must be branded products that are available for purchase in new, unused Amazon Fulfillment by Amazon (FBA) inventory.

Inventory requirements: As long as the number of component products in FBA is > 100, no new inventory is required to achieve a 100-piece virtual bundle sale

Products that cannot be bundled: gift cards, virtual goods (online music, videos, books), or used/refurbished products.

Add: Bundling will give you traffic immediately after bundling, but will not give you traffic afterwards. So the bundling operation is to create and delete, delete and create, so if you choose to do bundling, you must update it frequently.

Currently, this feature is a free bundled feature provided by Amazon. Go and try it out.