Amazon rolls out virtual multipacks, offering a pilot program for brand-owned ASINs that allows sellers to edit prices, track sales, and manage inventory seamlessly.
What if you could sell multipacks on Amazon without ever creating a physical bundle? For years, sellers have navigated the costly logistics of kitting and strict Amazon policy to meet consumer demand for bulk items – a necessity in the U.S. for top-selling goods like toilet paper and batteries.
Amazon is about to change the game with its new pilot program for virtual multipacks, which creates multi-unit offers directly from your existing single-item FBA inventory. This shift presents a major opportunity, so how will your business strategy evolve?
Amazon Rolls Out Virtual Multipacks for FBA Sellers
Alexi Bell, Senior Account Director at AO2 Management"Exciting move to meet customer demand for multi-unit purchases while keeping things simple on the operations side."
Previously, multipacks could only be created by the manufacturer, according to Amazon policy. However, Amazon Seller Central announced a new feature called virtual multipacks that changes how sellers can offer products in bulk.
A virtual multipack combines multiple units of an existing single-pack FBA product into a single new listing. This system uses your current single-unit inventory to fulfill orders, eliminating the need for physical bundling or kitting.
Unlike virtual bundles that combine different ASINs, virtual multipacks contain several units of the same ASIN. Each multipack receives its own unique ASIN and SKU and is displayed as a variation on the original single-pack detail page.
You can identify these new listings in Seller Central on your Manage All Inventory page. Each virtual multipack SKU begins with the prefix “VMP_”.
The Pilot Program and Key Dates
Amazon is introducing this feature through a pilot program that will run through the end of 2025. The program focuses on FBA brand-owned ASINs that show strong customer demand for multi-unit purchases.
Participation is automatic, as Amazon’s selection process identifies and creates listings on behalf of eligible sellers. At this time, sellers cannot manually join or opt into the pilot.
By September 26, 2025, Amazon will create all virtual multipack listings for the pilot, making them available for sellers to review.
On October 13, 2025, the new multipack detail pages will go live, and customers can begin purchasing them.
Managing Your Virtual Multipack Listings
Sellers can find, edit, or delete their virtual multipack listings at any time. Keep in mind that if you delete a listing during the pilot, you will not be able to reactivate it later.
You have control over most listing details but not the core offer.
What You Can Edit – price, title, images, and description.
What You Cannot Change – pack size (e.g., changing a 2-pack to a 3-pack).
How do virtual multipacks work, and how much will sellers pay?
No changes are needed for your shipping or inventory processes. FBA will fulfill multipack orders by picking the corresponding number of single units from your existing stock.
- Pricing
The default price is the single-unit price multiplied by the quantity. Price changes made to the single-unit ASIN will not automatically update the multipack’s price.
- Promotions
You can run promotions like coupons and ads specifically on the virtual multipack ASIN.
- Fees
There are no additional fees for the program. Standard fulfillment fees will be charged per unit, meaning a 2-pack will incur two times the single-pack fulfillment fee.
- Images
Amazon automatically generates images for the multipack using the single-pack’s images. These images will not update automatically if you change the original product’s images.
- Stock
If your single-pack ASIN runs out of stock, the virtual multipack variation will automatically become unavailable until you replenish inventory.
Key Questions About Amazon’s Virtual Multipack Pilot
- How long will the pilot run?
The program is scheduled through 2025, with updates announced if timelines change.
- Can sellers join the pilot?
No. ASINs are automatically selected, and there’s no manual opt-in option.
- How can I check if my ASINs have multipacks?
Virtual multipacks are assigned new ASINs/SKUs with a VMP_ prefix. You can find them under Manage All Inventory by filtering for VMP_.
- Why did my multipack listing disappear?
Amazon validates all listings to maintain quality. If errors are detected, affected multipacks are automatically removed between Sept. 8–26, 2025.
- Do I need to send separate inventory?
No. Orders are fulfilled from your existing single-pack stock.
- How is pricing handled?
Pricing is based on the per-unit price by default, but you can adjust it manually and run promotions.
- What about product images?
Amazon creates images using single-pack visuals, styled by pack size. You can review and update them after Oct. 13, 2025.
- Can I track sales and traffic?
Yes. Use Amazon’s reports for virtual bundles and multipacks.
- Are there extra fees?
No. You’ll only be charged the standard fulfillment fee per unit in the pack.
- What if my single-pack goes out of stock?
The virtual multipack will disappear from the detail page until inventory is replenished
Multipack Demand Signals Strong Consumer Preference
Multipack sales are on the rise across multiple retail categories, as shoppers increasingly prioritize value for money. In a Better Retailing article, it was revealed that multipacks of beer, cider, crisps, and snacks have gained traction over the past year, reflecting heightened price sensitivity among consumers.
The beer category highlights this shift, with Stella Artois, Carling, and Foster’s multipacks securing the top three best-selling spots. Last year, only one multipack made the top three, showing just how quickly consumer habits have changed.
Cider sales followed the same trajectory, with multipack formats entering the top 25 and Strongbow Dark Fruit climbing to second place. Weekly sales for this product alone averaged more than £21 per retailer.
Snacking categories also experienced growth, with Walkers Classic Variety Crisps making its first appearance in the top 25 after being labeled a product to watch the previous year. Multipack offerings also entered the rankings for mints, chocolate, soft drinks, and even pet food.
These trends underline the reality that consumers have high demand for actual multipacks. Independent retailers report expanding their multipack assortments, often by as much as 25%, to keep up with customer expectations even without promotions.
- Multipacks dominate beer sales, taking all top three slots
- Strongbow Dark Fruit cider multipack climbed nine places to rank second
- Walkers multipack crisps debuted in the top 25 snack category
- Growth also recorded in mints, chocolate, soft drinks, and pet food
The data shows that multipacks are no longer just a promotional option but a core expectation for value-conscious shoppers. As Amazon rolls out its Virtual Multipack pilot, sellers will need to weigh how digital versions align with rising demand for physical multipack formats.
Strategic Pricing to Make Your Multipacks More Appealing
Pricing your multipacks is one of the ways to make the most of the opportunity that Amazon’s virtual multipacks offer. A thoughtful pricing strategy can significantly influence a customer’s decision to buy in bulk.
According to NewNeuroMarketing, sellers should consider the “price divisibility effect.” This psychological principle suggests that consumers are more likely to buy a multipack when its total price divides evenly by the number of units.
For example, a four-pack of an item priced at $16 is often more attractive to shoppers than the same pack priced lower at $15.30. The ease of calculating a simple per-unit cost ($4.00) makes the purchase feel more justifiable.
This simple pricing structure helps remove a key hesitation for bulk purchases. It encourages a customer to perceive the items as individual units that will be consumed quickly.
By simplifying the mental math for shoppers, divisible pricing creates a sense of “quick consumption” that can increase the likelihood of a purchase. Sellers can use this tactic with their virtual multipacks to make the offer more appealing and encourage larger orders.
Virtual Multipacks vs. Virtual Bundles
Virtual Multipacks are different from Virtual Bundles, and both carry unique opportunities for Amazon sellers. While multipacks focus on selling multiples of the same item, bundles combine two or more different products into a single listing.
Recent updates to how Amazon displays virtual bundles make them far more visible to shoppers. Instead of being buried further down the page, they now appear directly beneath the price, increasing the chances of clicks and conversions.
This visibility shift means bundles can help sellers grow average order value, improve rank performance, and expand reach without launching entirely new products. Strategically bundling existing ASINs gives sellers new ways to compete in crowded categories.
To create effective bundles, sellers must choose products that pair naturally, add compelling imagery, and write titles and bullet points that highlight combined value. Offering a strike-through or discounted bundle price can further drive conversions.
Amazon agency specialists can help sellers maximize sales potential from virtual multipacks and bundles through strategies like pricing, using brand analytics, and determining which items to combine. Identifying high-performing pairings backed by data is key to building bundles that actually convert.
Strategies for Effective Virtual Bundles:
- Select complementary products using Brand Analytics for insights.
- Create strong visuals that clearly show all bundled items.
- Use competitive bundle pricing to encourage larger orders.
- Test combinations to identify potential “viral winners” that resonate with shoppers.
With virtual bundles gaining prominence and virtual multipacks entering pilot testing, sellers have more tools to increase order value and strengthen product visibility. The opportunity lies in learning how to execute both models effectively.
Erwin Chang, Quirk's Media"The right multipack set should create happier customers, boost sales, stimulate consumption and reduce production costs by limiting product cannibalization within multipacks. Optimizing the multipack portfolio is a win-win situation."
