Big news for brands selling via Amazon FBA: Virtual Multipacks are almost here! But here’s the catch – Amazon decides which products get bundled, not you. So, what does this mean for your catalog and strategy?
What are Virtual Multipacks on Amazon?
Unlike Virtual Bundles (which combine different ASINs), Virtual Multipacks allow customers to purchase multiple units of the same ASIN in one convenient offer. No new packaging, labeling or prep work is required. Amazon fulfills them straight from your existing single-unit FBA inventory.
Amazon will be creating the multipacks based on how frequently customers are purchasing your product in multiple quantities. For example, if you’re a brand who sells lawn chairs, and customers frequently purchase in sets, it’s likely that you will see a multipack listing created for a set of 2 chairs.
How are Virtual Multipacks Getting Created?
On September 26, 2025, Amazon will complete the process of creating Virtual Multipacks on behalf of brands. By October 13, Virtual Multipacks will become live for shoppers on Amazon. This period of time provides a buffer for brands to go in, confirm they’re okay with the created multipacks, make changes to content, or delete SKUs, if necessary.
Each Virtual Multipack gets its own unique ASIN and SKU (with the prefix “VMP_”) and will appear as a variation on your single-pack detail page. If your product is a standalone listing, Amazon will create a variation family.
Ensuring Your Multipacks are Accurate on Amazon:
Here’s how to keep tabs on your new Virtual Multipacks on Amazon:
- Search by SKU prefix: Filter inventory using “VMP_” to quickly locate multipacks.
- Review before launch: You can edit price, title, description, and images.
- Delete if needed: If a multipack doesn’t fit your strategy, remove it from your catalog.
If you're a client looking for more information, contact your account team! If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you.
Julia Asburry is the Senior Marketplace Support Analyst at Blue Wheel, where she plays a vital role in enhancing Account Health and Customer Service management. Her work empowers our clients to not just sustain, but truly thrive in the eCommerce landscape. With over half a decade of diverse experience in the industry, she wears many hats within the organization, bringing a wealth of expertise that propels us forward and helps set us apart.
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