For selected branded products with FBA, Amazon has automatically created virtual multipacks (VMP) where there is high demand for multi-unit purchases. These combine several single packages into one offer, without the need for physical repackaging. All VMPs will be created by April 13, 2026. Sellers have until April 26, 2026 to review or delete these offers. From April 27, any VMPs not deleted will be available for customers to purchase. Each VMP receives its own ASIN and SKU and appears as a variant on the product detail page. Prices are set by default based on the recommended retail price per unit – discounts, coupons, or ads can be used in addition.
What do sellers need to keep in mind?
Check VMPs in inventory immediately: The review period runs until April 26, 2026. In the “Manage All Inventory” section, VMPs can be quickly found using the “VMP_” filter. Unwanted offers should be actively deleted before April 27, as they will automatically become visible to customers after that.
Adjust prices and content: By default, Amazon sets the price based on the recommended unit price. Sellers should check if offering a specific bundle discount can increase VMP conversion and whether the title and description match their own brand communication – both can be adjusted via “Edit Virtual Multipack.”
Use VMPs as a sales driver: Virtual multipacks raise the average order value without extra storage or packaging effort. Those who keep the VMPs should specifically run Sponsored Products campaigns on the new ASINs to maximize the increased visibility of the multipacks.
