Amazon Policy Update · Oct 13, 2025
Amazon Virtual Multipacks (VMPs) Are Live — Create 2-packs/3-packs Without Repacking
Amazon has activated Virtual Multipacks (VMPs) on the U.S. store. Sellers can list 2-packs/3-packs that draw from their existing single-unit FBA inventory—no new packaging or prep. This is a fast path to higher AOV and better shelf coverage on detail pages.
- Live starting Oct 13, 2025: Amazon customers can purchase VMP variants alongside single-unit offers.
- No repacking: Fulfillment pulls multiple units from your existing single-unit FBA stock.
- Easy setup: Amazon may pre-create VMP variants (look for
VMP_SKUs) that you can review, edit, or delete. - Mind the math: Model fees and contribution margin—VMP economics may differ from physically prepacked multipacks.
- Action now: Identify high-velocity SKUs and launch 2-pack/3-pack tests today.
What Changed
With VMPs, Amazon lets you offer multi-unit variants for the same ASIN without building new physical packs. On the product page, shoppers choose the single unit or the multipack; behind the scenes, FBA ships the appropriate number of single units. See Amazon’s help page on Virtual multipacks for the official description and timing.
Why It Matters
- Faster merchandising: Launch 2-packs/3-packs in hours, not weeks.
- Cleaner ops: No new barcodes, no bundling station, no mixed inventory headaches.
- More real estate: Multipack variants can improve on-page option coverage and capture multi-unit intent.
Depending on category and dimensional weight, VMP orders may rate differently than a physically prepacked multi. Always compare:
- VMP (draws multiple singles) vs. a traditional physically prepacked multi.
- Per-order and per-unit contribution margin after fulfillment fees and referral fees.
- Price psychology: make the multipack a clear value vs. buying singles.
Eligibility & Controls
- Scope: Initially focused on FBA, brand-owned ASINs with clear multi-unit demand.
- Finding them: Check Manage All Inventory for
VMP_SKUs or review the single-unit ASIN’s variations. - You can edit: price, images, title, bullets, and A+ content.
- Fixed attributes: Pack size (2-pack vs. 3-pack) is typically not editable; create a new variant if needed.
- Governance: Keep pack-quantity disclosures clear in titles and images to avoid inauthentic/variations abuse flags.
Do This Now (10-Step Playbook)
- Pull a 90-day sales report and sort by repeat purchase & multi-unit order counts.
- Shortlist top 10 SKUs for a 2-pack and, where justified, a 3-pack.
- Open the single-unit ASIN; check for new VMP variants or create as allowed.
- Price the multipack at a visible value vs. 2×/3× single-unit price.
- Refresh images to show quantity clearly (e.g., “Pack of 3”).
- Add “Quantity: 2”/“3” to title and the first bullet; update A+ with a comparison chart.
- Model contribution margin and expected lift (AOV, CVR).
- Launch with coupons or 7-Day Deals to accelerate rank on the new variants.
- Watch Buy Box behavior, returns, and customer Q&A; adjust price/pack.
- Scale the winner: roll out to the next 10 SKUs.
Risk Management for Sellers
- Variation policy: Ensure multipacks remain “same ASIN × quantity.” Avoid cross-ASIN bundling on VMP variants.
- Listing clarity: Misleading images/titles can trigger inauthentic or not as described claims.
- Fee shock: Run fee simulations before scaling; if margin is thin, test a physically prepacked multi.
Get attorney-supervised guidance on variation policy, listing edits, and appeal strategy if something trips compliance. Book a Free Consultation →
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