Amazon Product Bundles have always been one of the strong competitive tools for sellers in Amazon marketing and a benefit for sellers, who are able to utilise it to boost sales as well as shop weight, and buyers who find the items to be great value for money and look forward to returning again.
Amazon just changed up its product bundling rules for stuff like groceries, pet supplies, baby items, and health and beauty products. They want to make sure you get the best quality bundles in their US stores. Starting October 14, 2024, only manufacturers can create these bundles, and they have to own the brand for everything in it. You won’t see mixed-brand bundles or those under a “Generic” label anymore. This means sellers have less wiggle room to create their own combos, but it should mean better quality for shoppers.
Enforcement will begin at the end of the fourth quarter of 2024, and we will notify you via email and the Account Health dashboard 30 days in advance when Amazon discover non-compliant bundles that will be suppressed.
What Are Amazon Product Bundles?
Amazon Product Bundles are sets of complementary items sold together as a single unit. This strategy allows sellers to offer customers added value and convenience, often at a discounted price compared to purchasing each item separately. Bundling can help increase sales and improve customer satisfaction by providing a complete solution in one purchase. It also helps differentiate products from competitors and can lead to higher visibility on Amazon’s platform.
Bundles vs. Multipacks vs. Kits
Bundles are collections of different products sold together as a single unit, often designed to offer convenience and value by grouping complementary items. They’re popular because they provide a way to try multiple related products at once, usually at a discounted price.
For example, this merchant offers 30Pull Back Cars as a bundle package, with different styles of cars for kids to choose from.
Multipacks consist of multiple units of the same product packaged together. They’re perfect for customers who want to stock up on their favourite items. See, 1 Ounce (Pack of 40) of Doritos Flavored Tortilla Chips already has over 4w customer reviews on Amazon.
Kits include a set of items combined for a specific task or purpose. They provide all the necessary components needed to complete an activity or project.
The obvious ones are the skin care products, Cleanser, Makeup Remover, Moisturiser & Eye Cream, which are designed to complete the activity of ‘making up’.
Why Creating Amazon Bundles is a Smart Move
Thinking about jazzing up your Amazon game? Creating product bundles might just be the ticket. Here’s why bundling is a win-win for sellers and shoppers alike.
Boost Your Sales
People like good value for money, and when they see a bundle and think it’s worth more than the price of the item itself, they’re more likely to add it to their shopping cart, which means more sales for you and happier customers.
Stand out from the competition
You can’t guarantee that customers will put 100% of your items in their shopping carts, especially if you have a competitive category.
But you can have the ability to beat the vast majority of your competitors by combining other products related to your product and then adjusting the price to a better deal than buying it alone.
If your bundles offer buyers items they’d be hard-pressed to find elsewhere, you can build a loyal customer base, and that uniqueness can make you stand out.
Save on Marketing
Promoting a bundle can be easier and cheaper than marketing individual items. You get to highlight the value of the package deal, which can streamline your advertising efforts and stretch your marketing budget further.
Clear Out Inventory
Bundling allows you to pair slow-moving items with bestsellers, effectively clearing out stagnant stock. This strategy helps manage inventory levels and reduces the need for markdowns. By moving older products through bundles, you free up warehouse space and maintain a healthier inventory turnover rate.
Get More Eyes on Your Products
Bundles often receive enhanced visibility on Amazon due to their unique nature. They can appear in various sections like “Frequently Bought Together” or “Customers Also Bought.” This increased exposure can lead to more clicks and views, driving traffic to your listings and increasing the likelihood of sales.
Current Considerations for Amazon Product Bundles
Dos
- Create bundles that provide value and make sense to the customer, rather than just for profit or clearing old stock.
- Clearly specify the quantity and list every item included in the bundle.
- Ensure your main image shows all items in the bundle together, without any extras.
- Adhere to Amazon’s guidelines for selling individual products.
- Assign a unique ASIN/UPC to the bundle, not reusing those of individual items.
- Use video games, books, music, video, or DVDs only as complementary items in bundles.
Don’ts
- Don’t sell items without the necessary permissions from manufacturers or brand owners.
- Ensure the bundle is in the right category, typically determined by the most expensive non-BMVD item.
- Don’t confuse bundles with kits or multipacks; list them correctly.
- Ensure each item in the bundle is branded and has its own ASIN. Register private label brands with Amazon’s Brand Registry if included in bundles.
- Do not mix products from different manufacturers in the same bundle.
- Avoid listing bundles under “Generic” or your own brand unless you are the original manufacturer.
Amazon product bundles offer a powerful strategy for sellers looking to enhance their market presence and provide value to customers. With recent changes to Amazon’s bundling rules, focusing on quality and brand integrity is more important than ever. Sellers should leverage these opportunities while adhering to Amazon’s updated policies to maintain a competitive edge. Embrace the potential of product bundling to build a successful and sustainable Amazon business.
28 Oct, 2024
