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Introduction
In today’s competitive eCommerce environment, efficiency and flexibility are key to profitability. Amazon continues to roll out innovations to empower sellers, and one of its most notable 2025 developments is the Amazon Virtual Multipack (VMP) feature.
Designed specifically for FBA (Fulfillment by Amazon) sellers, this tool enables merchants to create multi-unit listings virtually—without the need for extra packaging, labeling, or separate inventory.
Launched in late 2025 as a pilot, the Virtual Multipack feature allows sellers to offer “2-pack,” “3-pack,” or “5-pack” variations of an existing ASIN using the same FBA stock. It’s a breakthrough that simplifies logistics, enhances customer convenience, and boosts margins with minimal effort.
What Is the Amazon Virtual Multipack Feature?
The Virtual Multipack Feature (VMP) lets FBA sellers create multi-unit product listings (e.g., 2-pack, 3-pack) under a single product detail page—without physically bundling the items.
Amazon’s fulfillment centers handle the logistics automatically, pulling from your existing single-unit FBA inventory to fulfill multi-pack orders.
Example:
If you sell a single bottle of shampoo, you can now offer:
- 1-pack: 1 bottle
- 2-pack: 2 bottles
- 3-pack: 3 bottles
Each variation appears on the same product page, giving customers the flexibility to buy in larger quantities.
How the Virtual Multipack Feature Works
Amazon automates the process to make it as simple and hands-free as possible.
| Step | Process | Seller Action |
|---|---|---|
| 1 | Eligibility Check — Amazon identifies ASINs suitable for multipacks based on sales data | None required |
| 2 | ASIN Creation — Amazon creates new multipack ASINs prefixed with “VMP_” | Automatically done |
| 3 | Fulfillment — Each multi-pack order is shipped using single-unit stock | No repackaging or labeling needed |
| 4 | Unified Product Page — Multipacks appear as variations (1-pack, 2-pack, etc.) | Improves conversion |
| 5 | Inventory Management — All multipacks draw from the same FBA pool | Only maintain single-unit stock |
Expert Insight 💡
“VMP lets sellers test different pack sizes instantly without extra inventory investment. This reduces risk and speeds up product optimization.”
— Laura Kim, Amazon Growth Consultant, 2025
Why Amazon Introduced the Virtual Multipack Feature
Amazon’s return and packaging systems are designed to optimize efficiency and customer satisfaction. However, sellers previously faced logistical friction when offering bulk-buy options.
The VMP feature resolves that by:
- Reducing packaging waste
- Simplifying FBA workflows
- Supporting buyer demand for value packs
- Helping sellers maintain accurate inventory tracking
This initiative is part of Amazon’s broader effort to improve seller experience and marketplace fairness—especially as sellers compete for repeat customers and subscription-based buying behaviors (e.g., Subscribe & Save).
Key Benefits for FBA Sellers
1. Boost Multi-Unit Sales
Customers frequently buy multiple units of consumables—supplements, detergents, beauty products, pet food, etc. Offering these in multipacks increases average order value (AOV) without increasing overhead.
Example:
- Single unit: $12.99
- 3-pack: $35.99 (AOV +176%)
Yet, the seller uses the same inventory pool—no added logistics.
2. Cut Operational Costs
No need for:
- New packaging or labels
- Additional FBA shipments
- Separate SKUs or bundles
This means lower prep costs and fewer storage fees. For many sellers, it’s a path to scaling profitably.
3. Simplify Inventory Management
All multipacks pull from the same single-unit FBA stock, which:
- Prevents overstocking or duplicate SKUs
- Makes demand forecasting easier
- Reduces restocking errors
Quick Tip 🔧:
Set automatic restock alerts for your base ASIN. When inventory runs low, both single and multipack listings are affected simultaneously.
4. Enhance Customer Experience
By consolidating all buying options under one page, shoppers can compare pack sizes instantly—improving conversion rates by up to 12–18%, based on internal case studies.
Real Example:
A skincare brand offering a “2-pack” cleanser saw:
- 14% higher page conversion rate
- 22% increase in repeat purchases over 60 days
5. Improve Brand Presence
Offering multipacks communicates professionalism and convenience. Shoppers perceive brands with multiple buying options as more established and trustworthy, especially in consumable categories.
VMP vs. Virtual Bundle: What’s the Difference?
| Feature | Virtual Multipack (VMP) | Virtual Bundle |
|---|---|---|
| Product Composition | Multiple units of one ASIN | Mix of different ASINs |
| Physical Packaging | Not required | Not required |
| Inventory Source | Single-unit inventory | Each ASIN’s inventory |
| Best For | Consumables, personal care, household goods | Complementary products (e.g., shampoo + conditioner) |
| Example | 3-pack of Vitamin C | “Skincare Set” (serum + cream) |
Limitations and Considerations
1. Limited Eligibility
Only Brand Registered FBA sellers with strong performance metrics may access the program during rollout.
Amazon determines eligibility based on:
- ASIN sales velocity
- Return rate
- Category suitability
2. Identical ASIN Requirement
All multipacks must contain identical units—no size, flavor, or color variations allowed.
For mixed bundles, you’ll need to use the Virtual Bundle Tool instead.
3. Irreversible Deletions
Deleting a VMP listing is permanent. Once removed, the ASIN cannot be restored, so evaluate performance before deletion.
4. Shared Inventory Risk
Because multipacks draw from single-unit stock, low inventory in your base ASIN can lead to stockouts across all variations.
Pro Tip ⚙️:
Use Amazon’s “Restock Inventory” dashboard to track multipack performance and adjust replenishment cycles accordingly.
How to Check or Manage Virtual Multipack Listings
- Log in to Seller Central
- Navigate to Inventory → Manage All Inventory
- Search SKUs with prefix “VMP_”
- Review your multipack listings
- Verify live listings via the product detail page
To remove a Virtual Multipack:
- Select “Delete Product and Listing”
- Confirm deletion (Note: irreversible)
Best Practices for Success with Virtual Multipacks
1. Optimize Multipack Pricing
Offer buyers a small per-unit discount to drive bulk purchases while maintaining margins.
| Pack Size | Price | Per Unit Cost | Per Unit Savings |
|---|---|---|---|
| 1-pack | $10.00 | $10.00 | – |
| 2-pack | $18.90 | $9.45 | 5.5% |
| 3-pack | $27.00 | $9.00 | 10% |
This “stacked pricing” structure increases perceived value and purchase intent.
2. Leverage A+ Content
Enhance your product page with infographics showing savings and convenience (“Buy More, Save More”).
Add comparison charts between pack sizes to visually encourage larger purchases.
3. Monitor Performance Metrics
Use Brand Analytics and Business Reports to track:
- Conversion rates by pack size
- Customer reviews (look for return-related complaints)
- FBA inventory turnover
These insights will help you refine pricing and predict demand more accurately.
4. Maintain Consistent Customer Communication
If a multipack order involves a partial refund or return, clarify the reason to maintain trust. Transparency prevents negative feedback and account health issues.
Case Study: VMP Success Example
Brand: EcoHome Cleaners (US)
Category: Home cleaning supplies
Problem: High logistics costs when bundling 2-packs manually.
Solution: Adopted VMP for FBA listings.
| Metric | Before VMP | After VMP | Improvement |
|---|---|---|---|
| AOV | $14.90 | $26.20 | +76% |
| Return Rate | 3.8% | 2.9% | -24% |
| Fulfillment Cost per Order | $3.20 | $2.10 | -34% |
Result: Improved profit margin by 12.4% within 90 days of switching to Virtual Multipacks.
Future Outlook
The Virtual Multipack feature aligns with Amazon’s push toward AI-driven automation and sustainability.
Expect broader rollouts in 2026, especially for repeat-purchase categories (grocery, personal care, health, and home essentials). Sellers embracing this early will benefit from:
- Higher visibility on search results
- More efficient stock management
- Enhanced brand trust through optimized product pages
Conclusion: A Smarter Way to Scale on Amazon
The Amazon Virtual Multipack Feature is more than a convenience—it’s a strategic advantage.
By letting sellers offer bulk options without logistical headaches, it:
- Increases sales
- Reduces costs
- Improves inventory accuracy
- Strengthens customer experience
If you’re an FBA seller looking to scale efficiently, this feature is a must-try.
Ready to Optimize Your Amazon Sales Strategy?
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Contact us today to learn how to implement Virtual Multipacks effectively and grow your marketplace presence.
Frequently Asked Questions (FAQs)
Q1: What is the Amazon Virtual Multipack feature?
It allows sellers to offer multi-unit packs virtually, using existing FBA inventory—no physical bundling required.
Q2: Who can access the feature?
Currently, Amazon invites Brand Registered FBA sellers with eligible ASINs to participate.
Q3: What’s the difference between Virtual Multipacks and Virtual Bundles?
Multipacks = identical items (same ASIN).
Bundles = different but related items (different ASINs).