Amazon Announces Virtual Multipacks For FBA Sellers
Amazon is preparing to introduce Virtual Multipacks, a new feature for Fulfillment by Amazon (FBA) sellers that will make it easier to sell multiple units of the same product as one listing. Instead of physically packaging items together, sellers will be able to combine existing single-pack inventory into multipack offers – all managed virtually.
Unlike bundles, which mix different products, Virtual Multipacks will contain multiple units of the same ASIN. Each multipack will have its own unique ASIN and SKU, appear as a variation on the single-pack product page, and be automatically fulfilled with single-pack inventory.
Pilot Program Starts in September
Amazon has launched a pilot program targeting brand-owned FBA ASINs with high demand for multi-unit purchases. Virtual multipack listings will be automatically created by September 26, 2025, with detail pages becoming available to shoppers on October 13, 2025.
Sellers will be able to review, edit, or delete these listings in Manage All Inventory, where multipack SKUs will appear with the VMP_ prefix. While sellers can update pricing, titles, images, and descriptions, pack sizes cannot be changed.
How It Will Work
- Pricing: By default, multipacks will be priced at the single-unit price multiplied by the pack size. Sellers can adjust prices manually.
- Images: Amazon will auto-generate multipack images based on the original product photos, styled depending on pack size.
- Inventory: Orders will be fulfilled directly from existing single-pack stock. If a single-pack ASIN runs out, the related multipack will disappear until replenished.
- Fees: Multipacks will not carry extra fees. Fulfillment fees will be charged per unit in the multipack.
Why It Matters
The new feature is designed to boost sales, increase average order value, and simplify operations for FBA sellers. For customers, Virtual Multipacks will offer more convenience by making it easier to buy in bulk without searching for separate listings.
For full details on Virtual Multipacks, visit the Amazon Seller Central Help page.
