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Amazon Product Bundling – Examples & Policy for FBA Sellers – Jungle Scout

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Brian Connolly
November 8, 2021
Amazon Seller, Seller Resources, Seller Strategies, Selling on Amazon
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We’ve all been there. You’re buying snacks for movie night, making sure to grab all the essentials—candy, cookies, and something fizzy to wash it all down. When you finally boot up Netflix, you come to a horrible realization: you forgot the popcorn! If only the grocery store sold movie night snacks in a bundle—that way, you could grab one package without forgetting anything. 
As an Amazon seller, you can create that kind of convenience for your customers. 
In this article, we’re going to go over the following:
And more.
An Amazon product bundle is made of two or more complementary products sold together in one listing. Providing value and convenience, the customer can get everything they need with one click.
Here’s an example of what a product bundle could look like on Amazon. 

As someone who loves Lifesaver Gummies, I would buy this bundle pack in a heartbeat! (Adds to cart.)
This seller has a great strategy in bundling multiple flavors into one easy-to-find listing. Instead of digging throughout the search results looking for each individual flavor, they’re all right there in front of you—making it very convenient for the buyer. 
Here is another example, this time for a sparkling water kit. By bundling the bottled water, flavoring, and the fizz-making machine, the seller created a convenient, all-in-one listing. 
Amazon product bundling exampleAmazon product bundling example
Bundling products isn’t just for big brand names. Third-party sellers can bundle popular products, leveraging existing brand awareness to boost their own unique brand.   
With this method, you purchase other brands’ products at wholesale prices, create a unique UPC code, and package them together under your own brand name.
I know this may be a little confusing, so let’s discover how you can create your own custom product bundle. 
This unique approach to selling wholesale products is easier than creating, sourcing, and launching a brand new private label product on Amazon. If you already purchase and resell other brands at wholesale, this is a great way to stand out from competitors following the same model.
If you’re unfamiliar with selling wholesale products on Amazon, let me quickly explain. You basically identify a brand that’s already selling well on Amazon, open a wholesale account with that brand, and resell their products on Amazon—all without creating a new listing or launching a new product. 
This is a great way to sell on Amazon, though you may have to compete for the buy box with other sellers on the same listing. 
If, for example, you wanted to sell a single box of Cheez-Its, you’d have to sell it under one listing, competing with a bunch of other sellers (in this case, at least 20). 
Amazon product bundling snacksAmazon product bundling snacks
By bundling branded products together that complement each other, you’ll have a standalone listing, for which you will be the only seller. That’s zero competition for the buy box!
Another benefit of selling bundles: they can be more profitable than selling a single wholesale product. That’s because you can set your own price without worrying about another seller undercutting you. Customers will often pay more for the convenience of a bundle pack. 
As with any other business model on Amazon FBA, product research is one of the most important aspects of selling product bundles. 
Not only do you need to be sure the products you’re bundling are complementary in function or purpose, you also need to be sure those products will sell well together.
You’ve probably seen the “frequently bought together” section on an Amazon listing. This shows you the products customers frequently add to an order with a given product. In other words, a recipe for a product bundle.  
With these insights on complementary products, you can create a unique, bundled product listing to save your customer clicks—and money. For example, you could package kitchen tongs and a spatula together so the customer doesn’t need to order from two separate listings. 
Here’s how to do product bundle research. 
Sellers who offer a product bundle will include the keyword “bundle” within the title. Pretty convenient!
This yields some pretty good results when done right. Instead of searching all of Amazon, select a specific product category, then enter the keyword “bundle.” For this example, I chose to browse bundles in Grocery & Gourmet Food.

The results will give you an idea of what types of products sell well together in that category. 
When using the Jungle Scout Extension, you can quickly scroll through the results to see which product listings have high sales.

Most listings will have a “Frequently bought together” section. There, you’ll find additional products that other customers have purchased along with the current product you’re looking at.
Amazon product bundling recipeAmazon product bundling recipe
Using Jungle Scout’s Product Database is a great way to find wholesale products to resell on Amazon.
I personally use the Product Database to find new wholesale opportunities, as I can easily adjust the filters to my exact criteria. I always look at the number of sellers on one listing. When bundling wholesale products, you want to find listings with multiple sellers, as that’s a good indication that the brand allows wholesale accounts. If the listing has only one seller, it’s most likely a private label product, and therefore not an option for bundling. 
Using this technique, along with looking at the frequently bought together section,  you can find great wholesale opportunities for the brands you’d like to bundle. Once you’ve nailed down your bundle recipe, contact each brand to open a wholesale account and you’ll be on your way to creating a profitable bundled listing. 

For a step by step-by-step tutorial on the wholesale model, check out our post on How to Sell Wholesale on Amazon
If your brand is enrolled in Brand Registry on Amazon, you can also create what is called a Virtual Bundle. Virtual Bundles allow you to list multiple complementary products in your brand on one listing on Amazon — without packaging the products together. 
Creating your own brand of bundled products with custom packaging prevents other sellers from selling on your listing. While competitors can most likely find all of the products that you’re bundling together, they won’t be able to sell on your listing because their product won’t be an exact match for yours.
Let me show you an example. 

This seller has created a large bundle sampler of various snacks that customers love. 
As you can see, they created their own brand name called Snack Chest, along with their own custom packaging. This allows them to have a unique brand and listing that no other sellers can list on. 
Since your bundled products are already popular, you won’t have to launch your brand as you would for a private label product. Your PPC campaigns may also be more effective and profitable, as you’ll be advertising products that people already know and love. 
As long as your listing is optimized with great images, keywords, and copy, your bundle should not have issues showing up in search results. 
I know some of you may be wondering if Amazon allows bundling multiple brands and products under one listing—and that answer is YES!
We would never recommend a business model that violates Amazon’s Terms of Service. In fact, we encourage you to review Amazon’s Product Bundling Policy carefully if you want to sell a product bundle.
That last bullet is extremely important: if you are selling a bundle of multiple single products, you must purchase a unique UPC for that bundle. 
Each branded product within that bundle will have its own unique UPC, but you can’t use those when creating the listing. 
Here’s how to do it right. 
Going back to the snack pack example, let’s say we want to sell something similar. 
I want my brand name to be Brian’s College Care Package. I’ll be packaging Cup Noodles ramen, Kraft Instant Mac & Cheese, and Single Kellogs Cereal boxes.
To bundle by the book, I would go to the GS1 website and purchase a UPC for that unique brand name. In the past, it cost at least $250 to purchase a UPC from GS1 that would cover 1-10 UPCs. Now, you can purchase a single-use UPC for just $30, with no annual renewal fee.

Now I can take that UPC I just purchased and create my own unique bundled listing on Amazon!
If you are selling your own private label product, creating your own custom branded packaging is a great way to stand out from your competition—the same goes for selling a product bundle. 
As I mentioned earlier, it also prevents other sellers from selling on the same listing, as they will not have your custom packaging. 
Having your own custom packaging created for a wholesale bundle will be a little different from a private label. When sourcing a private label product, you can have your supplier create and print your custom logo onto your packaging for you. Bundling wholesale items requires a few more steps. 
Since you’ll sell multiple products or brands that aren’t otherwise packaged together, you will need to pack each item into one unit. You will also need to source custom packaging from a third-party printing company.
Here’s how to do all of that. 
Unless you’re a Photoshop whiz, you’ll probably need to hire someone to create the design of your logo and packaging — sites like Upwork and Fiverr make it easy
After you have your desired logo, the next step is to contact a package printing company. Your best bet is to search for “custom packaging” on Google and find the company that best suits your needs.
Here are a few companies that can create custom branded packaging for you: 
You can have the packaging shipped to your location, along with your wholesale inventory, and package everything according to your specifications. If you don’t have the space, ability, or time to package everything in your bundle yourself, you can utilize a third party FBA prep center to handle that for you. 
FBA prep centers allow you to ship your inventory to them, and they’ll handle the labeling, repackaging, prepping, and shipping into an FBA warehouse. This allows for a completely hands-free FBA business. 
Here are a few FBA prep centers that you can use to package your wholesale bundles: 
While selling bundles offers many benefits, you should consider the drawbacks before jumping in. 
With that said, there are many listings for bundled products on Amazon earning impressive sales numbers as we speak! Don’t let the bit of extra work involved in this business model keep you from exploring your potential as a bundle seller. 
No matter the business model you follow on Amazon, you will face competition. That’s why you need to get a little creative with how and what you’re selling. Creating custom product bundles are a great way to stand out from the crowd and provide customers what they want, all in one package. 
If you have any other questions regarding creating and selling bundles on Amazon, let us know in the comments below!
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Brian Connolly
Brian is a writer and entrepreneur with over 6 years of experience in e-commerce and selling on Amazon.
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Hi Brian,
Thanks for this extremely helpful article.
We are a small business that sells our own manufactured products on Amazon, and our products have several bundle variation capacities.
For example, we sell products A, B, C, D independently, but these four products also complement each other in bundle forms (i.e. A+B, A+B+C, A+B+C+D). We have already created Parent-Child bundle listings for these variations on Amazon, and we also send bundled inventory to FBA (i.e. A+B+C in a custom 3-piece bundle box, where the bundle has a unique SKU of its own).
Here’s my question:
If a customer were to put A, B, and C in their cart independently, is it possible to arrange for these items to be shipped in the same package as a bundle (granted that all 3 items are available simultaneously at the same fulfillment center)?? And would this require us to purchase a UPC for the 3-piece bundle, as you mentioned?
I ask because this situation occurs often, and A, B, and C are sent in independent package boxes which increases the shipping costs. It would be ideal to be able to arrange for items that complement each other to be shipped together as if they were a bundled item in its own bundle box.
I hope my inquiry makes sense, and again, thank you kindly for writing this post and starting a conversation!
Hi Robert,
If your fulfillment method was FBM and not FBA, then yes you can just ship all three items in the same box. Though if it is FBA inventory, Amazon will not bundle your products together for you. It’s possible Amazon will package them all in the same box if each variation is available at that specific fulfillment center.
If you’re enrolled in Brand Registry, you can do what’s called a virtual bundle and in that case, the items should ship together.
I hope this makes sense!
When you say wholesale products- what do you mean? Does that mean the vendors on Alibaba?
Hi Kayla,
We mean purchasing products at a wholesale cost directly from brands and/or distributors.
I sell over $1 million a year on ebay, most of the sales are bundles. I sell auto parts and all items in the bundle are used together. Most bundles have both a non-upc product and a product with a UPC. I just can’t figure out how to do it. I am looking to pay someone to walk me thru the process and get me selling my bundles on Amazon. If you are able to do this or know someone who can, please let me know.
Hi Dan,
Check out some freelancer sites such as Upwork or to find someone who can help get your bundles up on Amazon.
Wow! Thanks for sharing this information about Product Bundles, very use full information
Thanks for reading!
Hello Everyone, this article is very helpful and informative for me. Creating your own brand of bundled products with customized packaging prevents other sellers from selling your list. While competitors may potentially find all the products you are making together, they will not be able to sell on your list because their products will not be exactly the same for you.
Is it possible to do this without any PPC? Thanks Marc
Hi Marc,
Yes, it is. PPC is not required at all to sell on Amazon. It helps if you’re selling a brand new product but if your listing is optimized well, you can be successful without it.
Will the bundle be listed as a variant or in a unique listing page ?
As a unique listing page
When creating a bundle with complementary products from multiple brands, whose Brand goes in the Brand field when setting up the ASIN? Generic? Mine (even if I do not have a trademarked brand – i.e. just make one up? Does the Brand name have to match the Brand name when I set up the UPC Code for the bundle with GS1?
Hi Doug,
The brand name can be your own brand name. The brand name you enter on your Amazon listing must match the UPC code you create using GS1.
You can use your brand name even if you are not yet brand registered.
Hey. I. am. trying this creating bundles with a. item and a cleaning kit for item for example, for some brands I am authorized to sell however, I cannot add the brands name in Brand part of creating listing and when I dug. deeper someone told me I need Role access from Brand allowing us to create new sins with their product , how to get. around. this?
If you are authorized to sell those brands, ask the brand for an approval letter that you can send to Amazon. Once Amazon has that, they will allow you to create listings for those brands.
Hi Brian,
If you apply for GTIN exemption in a category (for example Baby Care), can you then create a bundle on that category without UPC?
Hi Javier,
yes, you can!
Thanx for this useful article
Very informative article; you touched on bundling using the private label model. I would like to know how packaging of the bundle is arranged if you’re sourcing products from 2 different suppliers for the bundle .
Hi Ann,
You can use an FBA prep center by sending both of your products to them. A prep center will bundle your products together and make sure they’re ready for sale on Amazon. Or, you can have both items sent to your location and you can package them together.
I am a amazon marketer and this post helped me alot
Hi Brian.
Great article. Do you have an article explaining how to create your own brand? Thank you
Hi Adrian,
Thank you! Yes, we actually have a five part article series on How to Build an Ecommerce brand. Here is the first article:
Awesome blog post! I have a question about bundles that include products with size variations.
We sell gloves that come in four sizes. To include them in a bundle, Amazon needs us to choose the child ASINs individually. The backend doesn’t give us an option to add the parent ASIN.
We obviously can’t include all size variations in one bundle because that would be the customer would be sent all the sizes in one bundle.
If we only include one child ASIN, customers might not get the size of gloves that’s right for them.
Is there some other kind of workaround for this? I hope I made sense!
Hi Jodi,
In this case, you would probably have to bundle each glove size individually with whatever product is being bundled with it.
This is amazing info thank you! My question is – would I go about creating a new listing the same way I would if I were listing my own private label branded product? I understand I would need to use my own UPC #s purchased directly from GS1 under the brand name I intend on using for these bundles. But once I do that , would I simply go and create a new listing the normal way, under my own registered brand name ? Would I need to specify the upc #s on the branded product I’m bundling or is that irrelevant to amazon once they are al bundled together under the new upc# that is registered to my brand?
Hi Allie,
Yes, you create the listing the same way you would with any other product! You will just need to have one UPC for the bundle itself. You won’t need to have the UPCs for the products included in the bundle.
Thanks for this article. If I’m understanding correctly, I can package two products I want to bundle together (which have complementary purposes to each other) in one package, and get one UPC for that specific bundled package which contains both products? I don’t have to have two separate UPC’s, correct?
From there, the only other label I would need is the FN SKU number on the bulk packages that contain the bundled packaged products (which will already be labeled with their UPC) that’s are being shipped to FBA? Or are there any steps I’m missing? Thanks in advance!
Yes, that is correct! You would get one UPC for the bundle you create.
And yes, each unit would need the FNSKU barcode on it. You technically don’t need the UPC printed on your packaging as long as you have the FNSKU for Amazon to scan and identify your products. Also, keep in mind that you can have Amazon label each with an FNSKU for a small fee during the shipment set up.
1. If I buy a multipack of say, for instance, small water bottles at Costco, and want to include (1) water small bottle in my bundle, then I can’t because it doesn’t have its own UPC code for that one water right? And also, Costco might have a problem with me selling their water in the bundle right? Do I just try and see if I get in trouble with Costco (or say Gatorade)?
2. I don’t see any rules on Amazon about selling kits. If the above won’t work, could I make it a “kit”?
Thanks Brian.
HI Christian,
The individual water bottle does not have its own UPC? Sellers resell name-brand items all the time whether it is Costco brand or Gatorade. It is just retail arbitrage, you shouldn’t have any issues as long as your account is approved to sell that specific brand.
Not sure what you mean by making it a “kit.”
I had a few questions regarding bundling and the correct procedure my company needs to take. Some background for you, I own a startup supplement company. We are getting ready to roll out our first Pre Workout line in the next few months. After doing some research we decided we will be using Shopify to host our ecommerce website and Amazon Seller. We will also be using FBA to fulfil orders on both platforms.
Within our first few hundred orders we will want to include a free t-shirt with our custom Pre Workout tub and some sort of handwritten note.
We also want to have a custom plastic bag. It would look something like this: 1 tub of supplement + 1 free t-shirt + 1 hand written note all inside 1 medium large plastic bag.
We are planning on putting together these “bags”, labeling them with the proper barcodes/FNSKU/ “ready to ship” label”/ exp. date., and sending them all to the FBA fulfillment center. (Are we missing any identification #’s?)
My questions to you: Do we have to get barcode/FNSKU numbers for the T-shirt or hand written note? Can we ship them together?
HI Dmitriy,
If all of those products are packaged together in a large plastic bag, then you will just need one UPC/FNSKU.
Hi Brian-
This article was super helpful—thank you. I’m interested in creating a private labeled bundle and am trying to think through logistically how to minimize costs. For simplicity, let’s say I want three custom items to go in a custom gift box, all which are made in China. The items are complementary but different enough that it’s unlikely they’ll be made in the same factory.
1. If I’m doing FBA and want my products inspected before they’re shipped to Amazon, do I basically need to pay for 4 inspections (the 3 products + the custom box)?
2. Is the most cost effective option to have the three products sent to a Chinese manufacturer of the gift box and have them pack the box and ship it to Amazon? And the inspector that inspects the boxes makes sure the whole kit looks ok?
Thanks in advance!
HI Matt,
Your number 2 option makes the most sense in this situation. That will make your life a little easier.
Also, have each manufacture send you pictures along the way of the manufacturing process so you know things are being done correctly.
Hi Brian,
This is amazing article. Very valuable content. Thanks for sharing. I have a question tho, I hope you will have some time to answer.
I want to create variations with bundles of the following products below.
The first product is coconut oil and I wanna create a variation which will be a bundle of one coconut oil jar and coconut bowls. Most of the people use the coconut oil for cooking, so it will be a good thing to have a variation with the bowl. The thing is that we already have size variations for the quantity of jars. Pls check the link.öl-nativ-Pack-Bügelglas/dp/B013GBN8MG/ref=sr_1_12?crid=3FTVS16OIAL9L&dchild=1&keywords=kokosöl&qid=1617949398&sprefix=kokos%2Cgrocery%2C203&sr=8-12
The second product is a herb/tea. I wanna create a variation again bundle which will include the tea itself and a bottle with infuser for tea.äutertee-Mischung-Lavendel-TeaClub/dp/B0852PH4K7/ref=sxin_8_ac_d_rm?ac_md=3-3-dGVlIGxvc2U%3D-ac_d_rm&cv_ct_cx=tee&dchild=1&keywords=tee&pd_rd_i=B0852PH4K7&pd_rd_r=c6e4dbe7-61f7-4975-874c-f9f6647b4f12&pd_rd_w=TcJPR&pd_rd_wg=rstlm&pf_rd_p=d7022e5d-d98a-48af-b540-ab9d3c0ad7eb&pf_rd_r=GHYXHF2WE7VYK9XRY3HH&psc=1&qid=1617949335&sr=1-4-fe323411-17bb-433b-b2f8-c44f2e1370d4
My question is, would that be against the Amazon TOS, cause tea and bottle are different products, same is for coconut oil and coconut bowl, but at the same time they can be used really well together.
Hi Bob,
You are allowed to bundle these products together because they complement each other. You will have no issues bundling the items you want to!
I tried to bundle in the Arts and Crafts. I purchased my UPC from GS1 and I sent everything to Amazon “pics of the products, UPC W/invoice, and Invoice for proof of purchase of items. I followed everything in the Amazon bundling policies page I received the following message.
Hello from Amazon Selling Partner Support,
I would like to inform you that our team is asking for a proof of relation between the Brand & UPC/EAN Owner because we were not able to establish any affiliation among them. We would require a proof stating that the Brand is affiliated with the UPC/EAN Owner.
I do not know what to do or how to successfully list bundled items.
Hi Daniel,
What is the brand name you are trying to create a listing under? Is it your own brand? If the UPC matches that brand name then you shouldn’t have an issue. The bundled products will be sold under your “brand” correct?
We create bundles in the beauty niche, however within 3-5 days after the listings are removed without any notification from Amazon. The bundles are consist of a well known brand along with our own branded product that very well compliment of. Any idea what migjrje the reason?
Hi Ezra,
Amazon never gave you a reason why? Are you approved to sell the well known brand?
Would I need to trademark my bundles brand name before I can use it on my listing as the brand? Can I sell different product bundles in a range of categories all under that one brand name? Thanks.
Hi Mushtag,
No, you don’t need to trademark the brand name right away to create a bundle. You can sell in different categories as long as it makes sense.
Hi Brian. But would we need to trademark our brand before we could use it on the bundle listing?
Hi Joe,
No, you don’t need a trademark to create a bundle listing.
Just to clarify, strictly for bundled listings a UPC code is required, but not for single item listings. Is this correct?
A UPC is required for all listings on Amazon, unless you apply for a GTIN exemption.
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