Amazon recently introduced a huge change that may redefine the way sellers maintain their catalogs and enhance sales: Virtual Multipacks for FBA brand-owned products. This reflects the continued effort on Amazon’s part to improve the shopping experience by enabling customers to buy in greater quantities more easily, and providing sellers with an effortless method of enhancing average order value.
For sellers, knowing how this change operates—and how to utilize it tactically—may be the difference between merely “going along for the ride” and actually leveraging it as a profit engine.
What Are Amazon Virtual Multipacks?
A Virtual Multipack lets vendors provide multiple copies of the same single-pack FBA item in a single listing, without actually bundling or preparing the items together. Amazon utilizes your current single-unit FBA stock to send out these multipack orders.
In practice, what this translates to is if you have a single-pack product, now Amazon can build bundles such as 2-pack, 3-pack, or 4-pack, and all of these are shipped out from the same stock you already possess.. Each multipack has its own ASIN and SKU but will show up as a variation of your original single-unit listing.
The most significant benefit is ease. Sellers no longer have to produce distinct bundled SKUs, deal with additional prep time, or incur extra FBA handling charges for physical bundling.
Important Dates Sellers Should Know
According to Amazon’s communication, here’s the timeline:
- September 26, 2025 – Amazon will automatically create Virtual Multipacks for eligible FBA brand-owned products.
- October 12, 2025 – Sellers must review or delete unwanted multipacks by this date.
- October 13, 2025 – Any multipacks not deleted will automatically go live and become available for customers to purchase.
This window is critical. If you don’t review your multipack listings before October 12, you could end up with pricing or catalog structures that don’t align with your brand strategy.
How Pricing Works
Amazon defaults to multipack pricing by taking the unit price and doubling it, and so on. So if your individual unit is worth $10, Amazon will price the 3-pack at $30.
This is only the beginning. Sellers can modify multipack listings to:
Provide discounts on the multipack to incentivize bulk buying.
Promote coupons or offers to make the multipack more appealing.
Strategically adjust prices to stay competitive and push greater conversions.
This flexibility allows you not to depend on Amazon’s base pricing model—you can optimize multipacks to align with customer psychology and demand in the market.
Why Virtual Multipacks Matter
This update isn’t just a minor feature—it has several implications for how sellers grow on Amazon:
- Higher Average Order Value (AOV): Purchasing two or three products at once results in greater revenue per transaction, typically with lower unit-fulfillment costs.
- Improved Customer Experience: Consumers already prefer to purchase multiples, particularly for consumables and staples. Virtual multipacks eliminate friction and are time-saving.
- Catalog Expansion Without Extra Work: Instead of creating new SKUs or managing physical bundles, sellers get fresh variations instantly, expanding visibility without extra operational overhead.
- Increased Review Impact: Reviews left on multipacks can enhance overall listing credibility, which in turn can drive sales across both single and multipack variations.
Potential Challenges to Watch
While Virtual Multipacks bring exciting opportunities, sellers need to tread carefully:
- Pricing Control: If you leave Amazon’s default pricing untouched, you might miss out on creating compelling offers—or worse, end up with uncompetitive prices.
- Inventory Management: Even though fulfillment uses existing stock, higher demand from multipacks could deplete single-unit availability faster than expected.
- Catalog Complexity: More ASINs mean more listings to monitor. Poorly managed multipacks could confuse shoppers or fragment reviews if not handled strategically.
- Competition: As more sellers start using multipacks, the key to standing out might be through clever pricing, special offers, and strong brand image.
This feels like a smart, long-term play by Amazon. They’ve seen customer demand for multipacks and are now automating the process for sellers. By lowering the barrier to entry, Amazon ensures customers get the convenience they want, while sellers can increase sales without additional fulfillment headaches.
Personally, I see this as a huge win for consumable categories—think beauty, health, groceries, and household products—where repeat purchases are natural. But even outside those categories, multipacks could encourage trial purchases in higher quantities.
That said, sellers can’t afford to be passive here. Success won’t come from simply letting Amazon’s defaults stand. The real upside will come from actively reviewing, pricing, and promoting multipacks as part of a broader growth strategy.
Final Thoughts
Amazon Virtual Multipacks represent more than just a catalog update—they’re a new lever for growth. By giving sellers the ability to offer multi-unit options without additional prep work, Amazon is simplifying operations while opening the door to higher revenue per customer.
For sellers, the action steps are clear:
- Audit all multipacks by October 12, 2025.
- Grip pricing and promotion instead of defaulting to them.
- Closely watch your performance metrics (CTR, CVR, and review trends) to see how multipacks are affecting your business.
If executed well, this can be one of the simplest methods to increase average order value and conversion rates into Q4 and beyond.
