In the US, Amazon have announced a pilot scheme for virtual multipack. A virtual multipack combines multiple units of your existing single-pack FBA products into one listing, which Amazon then fulfill with existing single-pack inventory.
Virtual multipacks allow you to sell multiple quantities of the same product as a single offer with no change to your operations and no need to physically package items together. The image above shows a virtual multipack of shaving foam created from a single quantity SKU.
Unlike bundles, which combine different ASINs, virtual multipacks contain multiple units of the same ASIN. Virtual multipacks have unique ASINs and SKUs that differentiate them from the single unit, and they display as a variation on the single-pack detail page. In Seller Central, they display as part of a variation family with the single-pack ASIN.
Virtual multipacks are already available for vendor products on Amazon but are now coming to 3P sellers. Virtual multipack SKUs start with the VMP_ prefix, and they’re labeled as Virtual Multipacks on Manage All Inventory.
To help boost sales and delight customers, Amazon are running a virtual multipack pilot focusing on FBA brand-owned ASINs with strong customer demand for multi-unit purchases. For the pilot, Amazon may create virtual multipack listings on your behalf. Virtual multipacks will appear as part of the same variation family as the single-pack ASIN. In cases where there isn’t an existing variation family, Amazon will create a variation family.
Amazon used an automated process to select ASINs for the pilot. There is no option to manually join or opt into the pilot at this time.
Amazon Virtual Multipacks Pilot Dates to note
- All of Pilot programme Amazon Virtual Multipacks listings will be created by the 26th of September 2025
- Amazon will validate all virtual multipacks that they create during this pilot to verify successful detail page generation. This validation process maintains Amazon’s quality standards and prevents errors on detail pages. If Amazon detect an error, they’ll automatically remove the affected virtual multipack from your Manage All Inventory page and the pilot program. No action is required from you. Automatic removal will only occur between the 8th and 26th of September 2025
- These virtual multipacks will become available for customers to purchase on the 13th of October 2025
- Virtual multipack images won’t appear on Manage All Inventory until the 13th of October 2025, when the multipacks become available for customers
- Detail pages will go live on October 13, 2025. You will see an error message if you attempt to view the detail page before that date
To review your virtual multipacks, go to Manage All Inventory, and filter for VMP_.
To delete the virtual multipack, go to the hamburger menu, and select Delete listing. Note that if you delete a virtual multipack listing during this pilot, you won’t be able to reactivate it later.
Finally, virtual multipack orders are fulfilled with existing single pack-pack inventory. You can simply continue sending your single-pack SKU as usual.
