Amazon Quietly Rolls Out Virtual Bundle Support for Sponsored Product Ads — Here’s What It Means for Sellers

Amazon has a habit of surprising sellers with new features — sometimes with big announcements, sometimes with… well, no announcement at all.

In one of its most recent (and quiet) updates, Amazon has made it possible to advertise virtual bundles using Sponsored Product ads.

No press release. No email blast. Just a game-changing new option suddenly sitting there, ready for the sellers who happen to find it.

If you’re an Amazon seller looking for new ways to boost visibility and drive more sales, this is big news. Let’s break down what this means and how you can take advantage of it.

What Are Virtual Bundles?

Virtual bundles allow you to group two to five complementary ASINs together as a single offer, without needing to physically package them. This gives sellers a chance to:

• Increase average order value by encouraging customers to purchase multiple items together.

• Improve visibility for less popular products by pairing them with best sellers.

• Create a more personalized shopping experience by showcasing curated product combos.

Until now, these virtual bundles could only be promoted through organic placements or other limited advertising options.

What’s New: Sponsored Product Ads for Bundles

Sponsored Product ads are one of the most prominent and effective advertising options on Amazon. They appear right where customers are shopping and actively searching — boosting traffic and sales in a big way.

With this update, virtual bundles can now be promoted through Sponsored Product ads, giving them prime placement and significantly increasing their reach.

Why This Matters

✅ More visibility for your bundles — Instead of relying on organic discovery, you can now put your curated product combinations directly in front of shoppers.

✅ Higher average order value — By making your bundles more visible, you’re encouraging customers to buy more in a single purchase.

✅ Extra edge over the competition — While many sellers may not even realize this option exists yet, you can move fast and start testing bundles in your Sponsored Product campaigns.

How to Get Started

If you already have virtual bundles created in your Amazon catalog, you can start promoting them through Sponsored Product campaigns today. Here are a few quick tips:

• Identify your best-performing bundles — Focus on combinations that already resonate with your customers.

• Test different targeting strategies — Try both automatic and manual targeting to see what drives the best results.

• Monitor and optimize — Track your performance closely. Use tools (like Sellozo’s Optimizer and Campaign Studio) to adjust bids and budgets based on real-time data.

Sellozo’s Take

At Sellozo, we’re all about helping you stay ahead of the curve. Amazon’s quiet rollout of this feature is exactly the kind of update that gives proactive sellers a major advantage.

Our tools make it easy to adjust strategies on the fly, test new ad types, and maximize every opportunity — like this one.

Ready to Dive In?

If you’re looking for help incorporating virtual bundles into your advertising strategy, our team is here to guide you. Reach out via the support button in the app.

Looking to start your advertising journey? Reach out for a free demo today!