Amazon has officially launched a new pilot program introducing Virtual Multipacks for Fulfillment by Amazon (FBA) brand-owned ASINs. This initiative is designed to help sellers boost sales, improve customer convenience, and maximize operational efficiency—all without requiring any changes to how products are prepared or shipped.
What Are Virtual Multipacks?
Virtual multipacks allow sellers to offer multiple units of an existing single-pack FBA product as a single listing, while Amazon continues to fulfill orders using the original single-pack inventory. Unlike traditional product bundles, which group different ASINs together, virtual multipacks consist of multiple quantities of the same ASIN. Each multipack is assigned a unique ASIN and SKU, and is displayed as a variation on the single-pack product detail page.
These listings are clearly marked with the “VMP_” prefix in Seller Central and labeled as "Virtual Multipacks" under Manage All Inventory.
Pilot Program Details
As part of the pilot, Amazon will automatically create virtual multipack listings for selected FBA brand-owned ASINs that show strong customer demand for multi-unit purchases. These listings will be:
- Created by September 26, 2025
- Available for customer purchase starting October 13, 2025
- Displayed as part of a variation family with the single-pack ASIN (or a new variation family if none exists)
Sellers can review, edit, or delete these multipacks at any time. However, once a virtual multipack is deleted during the pilot, it cannot be reactivated.
Key Features
- No Operational Changes: Sellers continue to send single-pack inventory as usual.
- Automatic Pricing: Default pricing is based on the single unit price multiplied by the pack size (e.g., 2-pack = 2 × unit price).
- Customizable Listings: Sellers can modify the title, price, images, and description—but not the pack size.
- Image Generation: Amazon will generate pack images using the existing single-pack product images, with style depending on pack size.
- Inventory-Linked Visibility: If the base ASIN goes out of stock, the virtual multipack will temporarily disappear from the product detail page.
Virtual Multipacks vs. Virtual Bundles: Know the Difference
| Feature | Virtual Multipacks | Virtual Bundles |
|---|---|---|
| Product Type | Same ASIN, multiple units | Different ASINs combined |
| Inventory | Uses existing single-pack inventory | Requires separate inventory |
| Fulfillment | FBA picks multiple units | FBA ships each item separately |
| Use Case | Bulk value packs | Cross-sell or upsell strategies |
With Amazon now displaying virtual bundles more prominently—directly under the price on product pages—both models offer new ways to grow average order value and improve discoverability.
Tracking & Reporting
Sellers can monitor traffic and sales performance of virtual multipacks through Sales Reports for Virtual Bundles and Virtual Multipacks. Fulfillment fees will be charged per unit, with no additional fees for creating or maintaining virtual multipacks.
FAQs at a Glance
- Duration: The pilot will run through the end of 2025.
- Eligibility: ASINs are selected automatically; manual opt-in is not available.
- Inventory Management: No separate inventory is needed—orders are fulfilled from existing single-pack stock.
- Image & Price Updates: Changes to the single-pack listing do not automatically reflect on the virtual multipack.
Amazon’s Virtual Multipack pilot is more than a new feature—it’s a strategic shift toward frictionless selling. By removing the physical constraints of bundling, Amazon is empowering sellers to capture more value from existing products with minimal effort.
16 Sep, 2025
