Amazon is expanding features for brand owners in Europe: Virtual Bundles allow up to 25 complementary FBA ASINs of a registered brand to be bundled on a single detail page — without physical pre-packaging. Available from December 16, 2025 in the European stores, exclusively for Brand Owners with Brand Representative role. The bundle ASIN receives its own organic ranking and is compatible with Sponsored Ads, coupons, and A+ Content.
What do sellers & vendors need to keep in mind?
Use bundles strategically rather than price-driven: Since there are no fee advantages, virtual bundles should specifically be used to represent clear use cases such as sets, routines, or application logics. The goal is to increase basket value and conversion rate, not to scale short-term through discounts. Bundles should therefore be logically coherent and clearly communicate added value compared to individual purchases.
Registration required: To create virtual bundles, registration as a brand owner in the Brand Registry is mandatory. Make sure that all ASINs belong to your brand in order to benefit from this feature.
Actively integrate bundles into campaigns and content: Virtual bundles are fully eligible for advertising and deals and should be consciously integrated into Sponsored Ads, coupons and A+ Content. They are especially effective for retargeting existing customers or introducing new ASINs. In the long run, this allows for building ratings at the bundle level and creating additional touchpoints on the detail page.
