Variant Listings/Bundles

Product Bundles

Amazon has historically used variations to surface Bundles. A bundle is a group of complementary items that a customer buys together, sometimes at a discount. An example of a bundle is a camera, camera bag and an SD card. While a bundle that includes the camera is not a true variation of the camera, customers expect to see available camera bundles on the camera’s detail page and often prefer, as a matter of convenience, to buy the bundle containing the camera instead of buying each item separately.

Bundles are not considered valid variations. However, they are currently allowed until an updated shopping experience is launched, that will allow bundles to co-exist with variations in a way that highlights the strengths of each product.

Bundles are allowed if they meet the following criteria:

• A fixed group of components (ASINs), offered by a given merchant (e.g. Amazon) on a given marketplace (e.g. US) and fulfilment network, that are also sold separately by that merchant on that same marketplace and fulfilment network.
  • Key here is that a customer should be able to compare components of one bundle vs components of another bundle so each component much have its own detail page. A shrink wrapped hard bundle does not meet this criteria.
• Components (ASINs) within a bundle must be complementary in nature (e.g. Amazon Echo Show plus compatible Smart light bulb)
• Bundles with ‘base’ components such as cameras and accessory bags should be variated with the base component (the camera in this example)
• The bundle creator must have approval of the brand owners of each component to use the component in the Bundle. A bundle can be composed of digital plus physical ASINs (e.g. Amazon Echo Dot plus Amazon Music Unlimited subscription).

Amazon may remove products that do not correctly use established variation themes. To learn how to list parent and child products, see Create parent-child relationships.