How Does Product Bundling Work?
Selling multiple products as one is a marketing tactic known as product bundling. Some companies even bundle goods that have been sitting in warehouses for longer than anticipated just to get rid of inventory, which is frequently done as a promotional activity.
You can easily bundle 2 to 5 complementary ASINs using the Amazon Virtual Bundles Program and sell them on a single product detail page. Brand owners can offer bundles in this way without bundling products or modifying FBA inbound inventory.
How Using Amazon Virtual Bundles Can Boost Your Income
Product bundling is a great way to boost sales and get your product into Amazon’s Buy Box. Setting up your bundle offers can be simple with the right tools, despite the fact that it appears complicated from the outside. The following are some advantages of product bundling for your Amazon business:
Amazon Virtual Bundles can raise the order value of your customers.
You can cross-sell your products by bundling them.
Consider that you run a yoga company that offers mats, towels, blocks, and clothing. For their regular yoga practice, your customers require all four of your products. Customers would find it more convenient and affordable to purchase complementary products in bundles as opposed to buying them separately or passing up a discount by doing so.
This tactic encourages customers to spend more, which raises your average order value. For instance, if you were to sell each item separately, customers would likely only spend $45 each time. However, if you package several items together, your customers’ average order value will probably increase to $150.
Lowers The Cost Of Acquiring New Customers
It can be challenging to find new customers in the world of eCommerce these days, so it should come as no surprise that customer acquisition costs are rising rapidly. By raising the average order value of your customers, you can increase revenue at a lower cost and improve ROI.
Helps You Get Rid Of Items That Move Slowly
Carla is an essential oil vendor. She has no trouble selling diffusers and stronger scents like grapefruit, patchouli, tea tree, oregano, vetiver, frankincense, and peppermint, but she struggles to sell sweet and calming scents like vanilla, lavender, chamomile, ylang-ylang, and jasmine.
She made the decision to sell her essential oils in bundled boxes in order to get rid of her sluggish-moving goods. Three sweet-smelling oils and three potent-smelling oils are mixed together in each box. The cost per bottle is $30. However, the customer will only pay $140 for a box that contains 6 bottles and a diffuser. This implies that he saves a total of $40 by only paying $23.33 per bottle. He also receives a free diffuser.
A win-win situation is created by bundling. The customer benefits greatly, and you avoid losses brought on by slow-moving items.
Your Visibility In The Amazon SERP Is Improved.
Bundles typically have a unique UPC (universal product code). This implies that they show up on the search results page as a separate listing.
For instance, your ground coffee and coffee bean products would show up in the search results if you optimize your existing listings for the keyword “coffee.” Now suppose you made the decision to provide a bundle that is also optimized for the keyword “coffee.” You have more chances for conversion, optimization, and visibility as a result.
Increased Effectiveness
You need to package, send inventory, and ship each product that a customer orders separately. Although you still need to create a new UPC for bundles, you can avoid having to worry about any of that by using virtually bundled packages, which will save you time and money on logistics.
A Good Chance To Expand The Product Line
In order to expand your product lines and provide more options to your customers, bundles let you set an order value threshold.
Let’s say, for illustration, that you run a business that manufactures yoga mats. You want to manufacture mat cleaners and tranquilizing room sprays, but you’re unsure if your current clients would purchase them. By bundling your products, you can expand your product lines, experiment, and develop new products under your brand without having to worry about whether or not they will be successful.
The Policy For Amazon Virtual Bundles
To avoid listing deletion and/or account suspension, avoid listing duplication, and make it easier for customers to find your listings, keep in mind Amazon’s Virtual Products Bundle Policy. A few of the fundamental rules to remember are as follows:
- The selling guidelines are set forth by Amazon and everyone has to follow each item in the bundle. Each bundle’s products, including their images, features, and descriptions, must abide by the rules for that bundle’s respective category.
- Bundles must include products that work well with each other, either by making the other products better or by making it easier for customers to buy things that are often bought together.
- Bundles are sold as one item, but they are made up of several different items, each of which has its own ASIN/UPC. Kits or packs that have more than one item but only one ASIN/UPC are not bundling.
Example: A pack of five pairs of socks is not a bundle, but a pair of socks and a shirt that come in the same box, and each has its own ASIN/UPC. Similar to this, list a variation of a parent product rather than a bundle if the item in question is a variation of the parent product.
- The UPC For The Bundle (As A Whole) Must Be Unique.
- Generic products shouldn’t be included in bundles because they could mislead customers. Products classified as generic are those without any sort of brand on them or their packaging.
- A bundle may contain products from various brands, but it must be branded as a whole in accordance with the most expensive component.
Your Amazon Virtual Bundles Listing Format
- 200 characters maximum for the bundle title
- Include “Bundle” and the number of items in the [Main Product Title] field. Package (3 Items): Items 1 through 3 together
“Bundle with” + “Bundle Components” + [Main Product Title]
“Bundle with” + “Main Product Title” + “Bundle Component Summary” Number of items
- List the items in the title if the bundle only contains a few of them.
An illustration would be the blue Kodak EasyShare C143 12MP Digital Camera Bundle with Rechargeable Batteries.
- If a bundle contains a lot of items, include the number of items in the bundle along with the primary and secondary items in the title. Do not forget to include all bundle component details in the bullet points.
Example: Guitar bundle with bag, stand, and accessories for the Yamaha PAC112J Sunburst (11 Items)
- In point 1, you have to say what products are in the bundle and how many there are.
- The description must specify that the item is a bundle and list the individual products that make up the bundle (color, size, etc.)
- The bundle’s main image must exclusively feature the products in the bundle.It is against the rules to use pictures of the actual product that don’t show anything else.
Other Bundling Advice
- Utilize the additional room for indexing pertinent keywords.
- Combine products that go well together, like those that are often bought together or those that make the other product easier to use.
- Outside of Amazon, promote your product bundle.
- Create special bundles or bundles that your rivals aren’t already offering. Sell wine with cheese and crackers if most of your competitors sell wine with wine glasses.
- If you run an eCommerce business, customers can “build their own bundle” for a discount.
Final Reflections
Product bundling is an excellent tactic for slow-moving inventory, increasing customer order value, securing the buy box, introducing new product lines to current customers, and much more. But this tactic goes beyond simply choosing the top-selling item you come across.
Bundling still requires research and forecasting to ensure long-term viability, despite being simple to set up assuming you are registered with Amazon Brand Registry.
