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Amazon is rolling out Virtual Multipacks

12 September 2025

Amazon announced this week that Virtual Multipacks (VMP) will soon be available for FBA sellers on Amazon.com (US). This is currently a pilot with Amazon self-selecting FBA brand-owned ASINs, which show existing strong customer demand for multi-unit purchases, with listings being eligible to retail as of October 13th 2025.

VMPs allow sellers to combine multiple units of an existing FBA single-pack ASIN into a new variation of 2-pack, 3-pack, or larger multi-unit packs. The move appears to be a response to requests for a number of years from FBA sellers to be offered a way to test the same item multipacks without the hassle of creating hard bundles straight away – an option that up until now has only been reserved for Vendor accounts. Some key strategic elements need to be considered, however:

  1. Financial modelling: Model the impact from potential increased fulfilment fees alongside assumed discounted pricing to the consumer has on your margins.
  2. Inventory & Forecasting: VMPs may increase unit demand velocity; stay close to stock levels to avoid out-of-stocks.
  3. Copy & Image optimisation: Optimise copy & images to highlight multipack value.
  4. Advertising: Test adding VMPs into Sponsored ads & DSP campaigns centred towards relevant search terms and audiences.
  5. Customer Experience: Understand that units arrive together but are not pre-bundled. Manage expectations for packaging/fragile items as returns risk increases with larger orders.
  6. Competitive Advantage: Early adopters will gain visibility + share of search. If you have ASINs, Amazon has selected now – seize the opportunity to test!

Strategic Bottom Line

Amazon’s Virtual Multipacks offer a low-effort lever for FBA sellers to test consumer demand for multi-product listings, grow sales/AOV, and maximise existing single ASIN equity. Success, however, requires disciplined pricing/profitability modelling, strong inventory forecasting, and an integrated ad strategy.

Ollie, Marketplace & Ecommerce Consultancy Manager