Amazon has automatically created virtual multipacks (VMPs) for selected brand products with FBA where there is high demand for multi-unit purchases. These combine several single packs 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 the offers. From April 27 onwards, VMPs that have not been 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 based by default on the recommended retail price per unit—discounts, coupons, or ads can be used additionally.
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 afterwards.
Adjust prices and content: By default, Amazon sets the price based on the recommended single item price. Sellers should check whether a targeted bundle discount increases the VMP’s conversion rate and whether the title and description match their own brand communication—both can be adjusted via “Edit Virtual Multipack.”
Use VMPs as a revenue lever: Virtual multipacks increase the average order value without additional storage or packaging effort. Sellers who keep the VMPs should specifically run Sponsored Products campaigns on the new ASINs to take full advantage of the increased visibility of multipacks.
