Amazon is testing Virtual Multipacks
Virtual Multipacks is a new system used by the platform to create a multi-unit offer from your existing single-pack FBA inventory.
There is no need for physical bundling, new packaging, or operational changes.
How does it work?
Virtual Multipacks’ system groups multiple units of the same ASIN into a separate listing.
Each virtual multipack receives its own ASIN and SKU, while still appearing as a variation on the original PDP.
What are some of the important characteristics of the system:
🔶 The SKU starts with the prefix VMP_
🔶 The pack size appears directly in the title, for example, Pack of 2
🔶 The listing sits inside the same variation family as the single unit
By default, pricing follows the current unit price.
A pack of two is listed at two times the single-unit price, although the price can be edited later.
How do Virtual Multipacs differ from Virtual Bundles?
Virtual bundles combine different ASINs into a separate listing and cannot appear as variations on the original product page.
Virtual multipacks group multiple units of the same ASIN and appear directly inside the existing variation family.
What is the logic behind the Virtual Multipacks?
Many customers prefer buying multiple units in one purchase. Virtual multipacks make this possible without creating physical bundles or changing fulfillment workflows.
Here are 3 of the benefits Virtual Multipacks bring:
🔶 The higher unit purchases increase the average order value
🔶 The faster unit velocity can strengthen ranking signals
🔶 Brands capture bulk demand without adding operational complexity
Amazon is currently running this as a pilot for brand-owned FBA ASINs with strong multi-unit demand.
Some listings may already appear automatically in Seller Central. You can find them by filtering SKUs starting with VMP_ in Manage All Inventory.
NOTE: Virtual multipacks can only be edited through the Edit Virtual Multipack page in Seller Central.
Edits through templates, APIs, or other tools don’t work, and they will break the listing.
If this pilot expands, virtual multipacks may become a standard structure for high-velocity consumables and repeat-purchase products.
Have you already seen VMP listings appear in your catalog?
