How to List Product Bundles on Amazon

Brian Connolly

November 8, 2021

Amazon Seller, Keyword Research, Seller Resources, Seller Strategies, Selling on Amazon, Uncategorized

63 Comments

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:

What are Amazon Product Bundles?
Selling wholesale bundles on Amazon
How to find products to bundle
How to create your own custom bundle

And more.

What is an Amazon Product Bundle?

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.

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.

Selling wholesale bundles on Amazon

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).

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.

How to find products to bundle

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.

Search “Bundle” on Amazon

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.

Look at the “Frequently bought together” section

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.

Use Product Database

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.

How to create your own custom bundle

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.

Does Amazon allow you to do this?

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.

Here are a few of Amazon’s detailed bundle guidelines.

Bundles must consist of items that are highly complementary (this means items in the bundle enable or enhance the use of other items in the bundle or provide convenience to the buyer by purchasing them together.)
A bundle can be composed of different branded items.
Bundles consist of multiple single items that can each be identified by a unique ASIN/UPC and are sold together as a single offering. A pre-packaged kit or pack with multiple items that is identified by a single ASIN/UPC is not considered a bundle.
The bundle must have its own standard product identifier or manufacturer part number. The identifier of any individual product in the bundle may not serve as the identifier for the bundle. Using a UPC from any single product in the bundle to identify the entire bundle may lead to immediate removal of the listing. You are responsible for obtaining a UPC for each bundle you create.

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.

How to get a UPC for your bundle

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!

Custom packaging for your product bundle

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:

Pros and Cons to selling product bundles on Amazon FBA

While selling bundles offers many benefits, you should consider the drawbacks before jumping in.

Pros:

Less competition for the buy box and more control over pricing
Added convenience for the buyer.
Easy to replenish and source products with the right suppliers
If you are selling popular brands, you’ll likely have lower PPC costs versus selling a private label product
It’s a unique way to stand out from competitors selling the same products

Cons:

It involves more work than regular wholesale reselling—you’ll need to find complementary products, create a custom package, buy a UPC, etc.
There’s no guarantee that customers will want those products bundled
You’ll have to earn reviews on a brand new listing, versus leveraging a popular listing with sales history and reviews
You may need to open multiple wholesale accounts with various brands to create the bundle you want
Many brands may not allow you to resell their products on Amazon. You’ll need to get approval to place a wholesale order
Most brands/wholesalers will require you to have a resale certificate and/or business license in your state

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.

Start selling profitable product bundles!

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!