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Navigating Amazon’s Product Bundling Policy: A Comprehensive Guide

Product bundling on Amazon offers a unique opportunity to provide value and convenience to customers. By combining multiple products into a single offering, sellers can enhance the shopping experience, streamline purchases, and potentially increase sales.

However, to ensure your bundles meet Amazon’s stringent guidelines, it’s crucial to adhere to the platform’s product bundling policy.

In this post, we’ll break down the key aspects of Amazon’s bundling rules to help you create compliant and successful product bundles.

General Bundle Policy

Creating a bundle on Amazon involves more than just grouping items together. Here are the essential guidelines:

  • Primary Product Restrictions: The primary product in a bundle cannot be from the Video Games category or be a Books, Music, Video, or DVD (BMVD) product. These items can only be included as secondary products if they complement the primary product. For example, a yoga mat can be bundled with a yoga DVD and a yoga book.
  • Pricing and Fees: Bundle pricing must adhere to Amazon’s fair pricing policy. The referral fee for the primary product’s category applies to the entire bundle.
  • Compliance: All products in the bundle must comply with Amazon’s Selling Policies and Seller Code of Conduct, including category-specific guidelines. Bundle images, features, and descriptions must also follow Amazon’s listing policies.
  • Consequences for Non-Compliance: Failure to adhere to the bundling policy may result in listing removal or account suspension without notice.

Detailed Bundle Guidelines

Amazon has specific requirements for how bundles should be listed and categorized:

  • Complementary Items: Bundles must consist of complementary items, enhancing each other’s use or providing convenience when purchased together.
  • Unique Identifiers: Each item in the bundle must have a unique ASIN/UPC. A pre-packaged kit with multiple items identified by a single ASIN/UPC is not considered a bundle.
  • Single Category Listing: Bundles can only be listed in one category, typically that of the highest priced item unless it’s a BMVD or Video Games product. In such cases, use the category of the second highest-priced item.
  • Product Identifiers: The bundle must have its own standard product identifier. Using an identifier from any single product in the bundle for the entire bundle can lead to listing removal.
  • Branding and Generic Products: Avoid including generic products to prevent misleading customers. The bundle should be branded according to the highest-priced item.
    • While not mentioned in Amazon’s policy, a common sense exception here would be if all the products are generic then that should be fine. The main thing Amazon is trying to avoid here is customer confusion thinking a generic product belongs to a specific brand that is also in the bundle.
  • Multi-Packs and Variations: Items like multi-packs or variations of a parent product should be listed as single products or variations, not bundles.
  • Consistency: Once created, the components of a bundle cannot be modified. Any changes require a new listing with a unique UPC.
  • Exact Matches: When matching your bundle to an existing listing, ensure the products are exactly the same. If there are any differences, a new bundle listing must be created.

Bundle Warranties and Returns

  • Returns: If a bundle is returned, the entire bundle must be accepted and refunded as a single unit.
  • Warranties: Bundles cannot contain separate warranty products or extended service plans.

Crafting Bundle Titles

  • Title Length: Titles must adhere to Amazon’s maximum length of 200 characters, including spaces.
  • Format 1: Include the word “Bundle” and the number of items in the title. For example: “Kodak EasyShare C143 12MP Digital Camera Bundle with Rechargeable Batteries & Carrying Case – Blue.”
  • Format 2: For bundles with many items, list primary and secondary items along with the total number. For example: “Yamaha PAC112J Sunburst Guitar Bundle with Bag, Stand and Accessories (11 Items)”

Bundle Product Details and Images

  • Feature Bullet 1: Clearly state that the product is a bundle and specify the number of items.
  • Description: The product description must identify the items in the bundle with details such as model number, color, and size.
  • Main Image: The main image must include the specific products in the bundle. Representative or similar products are not permitted.


By carefully following Amazon’s product bundling policy, you can create appealing and compliant bundles that attract customers and enhance their shopping experience. Adhering to these guidelines not only helps in avoiding penalties but also ensures that your bundles are easy to find and appealing to potential buyers. Happy bundling!