How to Create Virtual Bundles in Amazon Vendor Central | beBOLD

Bundle Manager is a tool that lets you create, maintain, and remove virtual bundles for your products. To use Bundle Manager, you must own your brand, be registered through Brand Registry, and be supported by Amazon Vendor Services.

Virtual bundles group a collection of related components into one virtual ASIN and help customers discover and buy complementary products and accessories. Virtual bundles provide a single detail page and checkout experience for the customer and increase the number of items in the customer’s cart.

To access the Bundle Manager tool on Vendor Central, go to Items, and then select Bundle Manager.

Create a virtual bundle

When you create a virtual bundle, you can add or remove components and adjust its quantity. You can also define images and attributes for the bundle.

1. Use the search bar and filters to choose a base product and component products for your bundle from your product catalog. The base product is usually the most expensive or most high-velocity ASIN in your bundle.
2. Upload content for your bundle and add details such as title, short title, and bullet points.

Use the following guidelines when you create a bundle:

• A virtual bundle must contain two to five different ASINs. Each ASIN can have a quantity of up to 25. Each component ASIN must be buyable on its own. Multipacks such as multiple units of the same product and “multi-box” items such as single ASINs that ship in parts in multiple boxes, cannot be created. To include multiple units of an ASIN in a bundle, select the ASINs and adjust the quantity by clicking on the up and down arrows below the product description.
• You can only create a bundle for products that you are the registered brand owner for in Brand Registry.
• Bundles must consist of items that are either compatible or highly complementary. This means items in the bundle enable or enhance the use of other items in the bundle or provide convenience to the customer when they are bought together.
• Bundles must consist of a unique combination of ASINs. You will receive an error message if you try to bundle items that already exist as a bundle.
• Do not include generic products in a bundle, as it may mislead customers into thinking that the generic product belongs to the same brand as one of the branded products in the bundle. Generic products are identified as items with no brand whatsoever on the product or packaging. This is not the same thing as brands with low customer brand awareness.
• New virtual bundles can take up to 24 hours to be available on the website.
• New bundles will be automatically merchandised on the detail page of the base ASIN.
• If a base ASIN already has six virtual bundles created, new virtual bundles can no longer be featured on the detail page of the base ASIN.

Read the virtual bundle policy for further guidelines and definitions.

Edit and remove a virtual bundle

After you create a virtual bundle, you can edit the attributes for the existing bundle or remove the bundle. It can take up to 24 hours for changes to be reflected on the website.

1. Go to Bundle Manager and search for the virtual bundle you want to edit or remove by using the search bar and the filters.
2. Select Action to open the menu or select multiple virtual bundles by using the check boxes next to them.
3. Once a bundle is created, you may not modify the components of that bundle. If you want to add or remove products from the bundle, you must create a new bundle listing or delete the bundle and re-create it in Bundle Manager.
4. After a bundle has been saved, you can only edit the title and bullet points of a bundle ASIN in Bundle Manager. It can take up to 24 hours for changes to be reflected on the website. The bundle cannot be edited again until the previous edits have been processed.
5. You can manage bundle images by going to Items, and then selecting Upload images.

Bundle listing and categorization

• The base ASIN helps determine the search and browse categorization of the bundle. A bundle ASIN inherits search keywords from its base ASIN.
• If a bundle includes products from multiple categories, it may only be listed in the category of the base ASIN.
• A bundle can be composed of different branded items, however the bundle itself should be branded according to the highest-priced item in the bundle.

Bundle titles

The bundle title length must align to title length rules in product title requirements, which allows a maximum title length of 200 characters, including spaces. If the bundle only includes a few items, list them in the title. For example:

• FORMAT

  [Main product title] with [Bundle component product titles]

• EXAMPLE

  "Brand X C143 12MP Digital Camera with Rechargeable batteries & Carrying case - Blue"

If the bundle includes many items, list the primary and secondary items in the title, along with the total number of items in the bundle. In these cases, the entire bundle component information must be listed in the bullet points in the bundle details. For example:

• FORMAT

  [Main product title] + “with” + [Bundle component summary] + “(# Items)”

• EXAMPLE

  "Brand X Guitar with Bag, Stand, and Accessories (11 Items)"

Bundle short title

The bundle short title is shown on the detail page of the base ASIN, and it helps customers understand the contents of the bundle. Short title length is limited to 55 characters, including spaces. For example:

• FORMAT

  with [Bundle component product titles]

• EXAMPLE

  "with Rechargeable batteries and Carrying case - Blue"

Bundle product details and images

• Feature bullet 1 on a bundle detail page must state that the product is a bundle of "X" number of items and must identify the products in the bundle. A minimum quantity of three bullet points is recommended.
• Additional bullet points must describe the products in the bundle with appropriate designators, such as model number, color, and size.
• The main image for the bundle must include the specific products in the bundle, must not include any items that are excluded from the bundle, and needs to be in line with Amazon’s product image requirements. Images of representative or similar products are not permitted.

Orders and returns

Orders are recorded as if each component of the bundle was bought as part of the same order. In Vendor Central reports, the bundle ASIN or SKU does not record an order, only the components do. Components can be returned separately.

If a bundle had a discount, customers will receive a prorated refund upon return.

A+ content

Bundles are eligible for A+ content. To add A+ content to a bundle, go to Merchandising, and then select A+ Content Manager.

Reviews and ratings

Upon creation, bundle ASINs inherit the star ratings of the base ASIN. However, bundle ASINs can also have reviews and ratings that are separate from those of the component ASINs in the bundle.

Bundle Manager frequently asked questions

How do I get access to Bundle Manager?

Currently, due to technical limitations, only brand-owning vendors that are registered through Brand Registry and have Amazon Vendor Services support will have access to Bundle Manager. Amazon plans to enable access to all brand-owning vendors in the future and to support brand-owning vendors in allow-listing of distributors and other partners for the creation of virtual bundles on their behalf. For more information, go to Brand Registry.

On which stores is Bundle Manager currently available?

Bundle Manager is currently available in the United States, Germany, The United Kingdom, France, Italy, and Spain.

What is a base ASIN?

A base ASIN is the main component or base of the virtual bundle. Usually, it is the most expensive or the highest velocity ASIN out of the products included in a virtual bundle. The base ASIN’s detail page is where the bundle will be displayed and discovered by customers.

What is a component ASIN?

A component ASIN is a complementary or ancillary product to a bundle’s base ASIN. It must enhance the customer experience with the base product.

Why can’t I create virtual bundles in Bundle Manager with ASINs from other brands?

You can only create cross-brand virtual bundles for brands that you have brand owner rights for, according to the Amazon Brand Registry. If you are a brand-owning vendor and your ASINs are located across several brands, you can create cross-brand virtual bundles with products from these brands.

If you have an agreement with another brand to create a cross-brand bundle, reach out to your Amazon point of contact and request creation of a virtual bundle on your behalf. For more information, go to Brand Registry.

Can I create a virtual bundle in Bundle Manager with more than two products?

Yes. A virtual bundle requires a minimum of two and a maximum of five ASINs. In one virtual bundle, it is possible to have five different ASINs (base ASIN + component ASINs). The quantity of each ASIN can be up to 25. It is not possible to create multiple virtual bundles with exactly the same ASINs and quantity of components.

Examples of eligible and ineligible product bundles:

• Red pen (2) - This cannot be a bundle because there is only one ASIN.
• Red pen (1) + blue pen (1) - This can be a bundle.
• Red pen (4) + blue pen (7) - This can be a bundle because there are two distinct ASINs, and the quantity of each ASIN is less than 25.

Amazon Virtual Bundle Example

Can I create a virtual bundle for several variations of a base ASIN?

Yes. It is recommended to create virtual bundles with the best-selling variations of the base ASIN. It is not recommended to create virtual bundles with all variations of a component ASIN.

Can a virtual bundle contain more than one base ASIN?

No. Each virtual bundle can have only one base ASIN, but the quantity of the base ASIN within the virtual bundle can be up to 25.

Can I create virtual bundles in Bundle Manager in bulk?

No. This functionality is not yet available.

Can I copy virtual bundles that I have created on one store to another store?

No. This functionality is not yet available. Currently, you must create virtual bundles for each store separately.

Can I create virtual bundles in Bundle Manager for several stores at once?

No. This functionality is not yet available. Currently, you must create virtual bundles for each store separately.

How much time does it take for a virtual bundle to become available after submission in Bundle Manager?

It can take up to 24 hours for the virtual bundles to be created and reflected in the Amazon store. For this reason, a virtual bundle detail page may not be immediately available after a successful submission in Bundle Manager.

How can I see the list of all existing virtual bundles for my brand?

You can go to Items, and then select Bundle Manager to see virtual bundles created for your brand on the Bundle Manager dashboard. If you created a cross-brand virtual bundle with the support of your Amazon point of contact, that virtual bundle will not be reflected in the dashboard.

Can I adjust bullet points, title, short title, or change the images of a virtual bundle after submission in Bundle Manager?

Yes. You can access the Bundle Manager dashboard and search for the virtual bundle you would like to edit. There is an edit option on the right-hand side of each virtual bundle. After selecting Edit, you can make the required modifications. Once a virtual bundle is created, you can manage images by going to Items, and then selecting Upload images.

Can I change the base or component ASIN of a virtual bundle after submission in Bundle Manager?

No. To make those changes, you must delete the virtual bundle and create a new one.

Can I change the quantity of the base ASIN or component ASINs included in a virtual bundle in Bundle Manager?

No. To make those changes, you must delete the virtual bundle and create a new one.

Can I find virtual bundles that I have created in Bundle Manager in my product catalog?

Yes. To find virtual bundles in your product listings, go to Items, and then select Catalog.

Can I get recommendations for which virtual bundles to create?

No. This functionality is not yet available.

How can I change the language of virtual bundle details?

Virtual bundles can only be created in the primary store’s language at this time. Virtual bundles will be created in English on amazon.com and amazon.co.uk, in German on amazon.de, in French on amazon.fr, in Italian on amazon.it, and in Spanish on amazon.es.

Can I upload videos or additional product images when creating a virtual bundle in Bundle Manager?

It is not currently possible to upload images or videos in Bundle Manager. Once a virtual bundle is created, you can manage virtual bundle images by going to Items, and then selecting Upload images. You can upload and manage videos by going to Items, and then selecting Upload and manage videos.

Will the A+ content from the base and component ASINs be merged once a virtual bundle is created?

No. You must manually add A+ content to a virtual bundle detail page.

Can I create a promotion with a virtual bundle?

Due to technical limitations, we do not recommend using vendor self-service promotions to create a promotion on a virtual bundle. To create a promotion on a virtual bundle, you can reach out to your Amazon point of contact to ask for support.

How can I delete a virtual bundle?

To delete a virtual bundle in Bundle Manager, open the dashboard, find the virtual bundle that you would like to delete, select Edit on the right-hand side, and then select Delete.

How do customers discover virtual bundles?

A customer can discover virtual bundles through search and on the detail page of a base ASIN.

Can a virtual bundle be displayed on the detail page of a component ASIN?

No. Virtual bundles can only be displayed on the detail page of the base ASIN.

Do you need help creating Amazon Vendor Virtual Bundles?

Utilizing beBOLD's expertise for learning how to create virtual bundles on Amazon Vendor Central through Bundle Manager can significantly benefit your brand. Our team’s in-depth knowledge and hands-on experience with Amazon's platform ensure that you fully leverage the Bundle Manager tool to increase sales and enhance customer engagement.

Here's why partnering with beBOLD is advantageous:

• Expert Guidance: Our knowledgeable professionals provide clear and concise instructions on creating effective virtual bundles, simplifying the process and ensuring optimal results.

• Persuasive Strategies: We employ proven strategies to showcase the value of bundled products, persuading customers to make a purchase by highlighting the benefits and savings.

• Enhanced Customer Experience: Bundled products offer convenience and added value to customers, fostering a more engaging shopping experience that encourages repeat business.

• Increased Sales: By effectively utilizing virtual bundles, you can boost your sales volume as bundled offers often entice customers to buy more than they originally intended.

• Optimized Listings: Our team ensures that your bundled product listings are optimized for search visibility, making it easier for potential customers to find and purchase your bundles.

• Competitive Edge: Leveraging our expertise gives you a competitive edge in the marketplace, allowing you to stand out with compelling bundled offerings that appeal to a broader audience.

Let beBOLD guide your brand in mastering the art of virtual bundles on Amazon Vendor Central, driving sustainable growth and profitability through innovative product strategies.