Dear ChannelAdvisor: How Do Bundles Work on Amazon?

June 30, 2015

Marketplaces Luke Evans By Luke Evans

dear channeladvisor

As we host webinars, post blogs and interact on social media, we frequently receive questions from online retailers about how to best sell on Amazon. Some questions are specific and technical. Some are broad and strategy-based. Over the next few months (or longer — it depends on how many questions we get!), we’ll be answering your Amazon questions each week right here on our blog.

Have an Amazon question you need answered by one of our marketplaces experts? Just email and check back each week to see if your question was chosen.

Can you explain how product bundles work on Amazon?


Bundle of Confusion


Dear Bundle of Confusion,

In a crowded marketplace, bundles — sometimes known as “kits” — are a great way to stand out from the pack. Bundling related products into a single listing adds value for your inventory in several ways, including:

  • Creating a new product that other sellers can’t duplicate easily
  • Increasing your average order value
  • Delivering simplicity and value to your customers

A bundle can be something as simple as selling a camera, lens and camera case together. You can even bundle two of the same products if you’d like, but you’ll need to keep the product identifier in mind since you need a unique UPC for each bundle you create (so don’t plan to re-use UPCs).


It’s always a good idea to purchase your own UPC that represents the entire bundle as opposed to using a UPC representing one item from the bundle. Note that using a UPC for an existing item will match your item to the listing for that one item, not the bundle.

You can work with vendors that sell UPCs for your products, but you’ll want to review your agreement with each product manufacturer to determine whether you have permission to do this. If you create a bundle and purchase a UPC from a UPC reseller that sells in bulk, however, you need to make sure that the UPC used for the bundled product isn’t connected to a product with inaccurate data.

If you’re a ChannelAdvisor customer, our platform supports selling with bundles. If you’d like to learn more about this unique way to market your products and attract new buyers, check out our overview of Amazon bundles.


Hope this helps!

Luke Evans

Manager, Marketplace Services