Selling in the US store? Amazon’s pilot for virtual multipacks could boost AOV without any changes to your ops…
Already available for Vendor products, Amazon is piloting a new Virtual Multipack feature for US-based 3P Sellers, giving brands a way to offer multi-unit listings without changing their operations.
Instead of physically bundling items, Amazon creates a new variation ASIN from your existing single-pack inventory – which they then fulfill as normal.
And for brands? It means no new packaging, no operational changes – but the chance to test multipack demand without paying any extra fees.
How will the Pilot Scheme work?
Going live on Amazon US on 13 October 2025, Amazon is using an automated process to select ASINs for the scheme (you can’t manually join or opt in to the pilot at the moment), and will be focusing on FBA brand-owned products with “strong customer demand for multi-unit purchases”.
If your ASINs are chosen for the Pilot:
- Amazon creates virtual multipack listings on your behalf.
- They’ll appear as part of the same variation family as the single-pack ASIN.
- All listings will be created by the 26th of September 2025.
- To “maintain quality standards and prevent errors”, Amazon will validate all virtual multipacks that they create during this pilot to verify successful detail page generation. If there’s an error, they’ll automatically remove the affected virtual multipack both from your “Manage All Inventory” page and the pilot programme itself – you don’t need to take any action.
- Virtual multipack SKUs appear as part of your product’s variation family, marked with a VMP_ prefix in Seller Central.
- The virtual multipacks will be made available for purchase on 13 October 2025 – detail pages and virtual multipack images will go live then too.
If the pilot is successful, expect to see this roll out further – both within the US and to International stores too.
And assuming it rolls out, what’s in it for brands?
It’s essentially a great way to meet multi-unit demand, without adding SKU complexity or packaging time onto your teams’ workloads.
Brands will benefit from:
- Higher basket sizes, with no extra effort.
- Increased visibility through added variations.
- Quickly see whether multipacks are a good move for your business.
- And no operational impact, because Amazon handles listings and fulfilment
The Bottom Line
With the caveat that Sellers need to keep an eye on how their listings operate and not put complete trust in Amazon, we think this has great potential for Sellers – making it easier to meet your customer’s buying behaviours and boosting sales with minimal effort required.
If multipacks are a win for your product line? This one’s worth watching for sure.
And if you need any support with your setup or strategy for selling on Amazon US?