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News Summary

Amazon has officially launched Virtual Multipacks (VMPs), a long-requested feature allowing sellers to offer multipack listings without creating new SKUs, packaging, or FBA prep. The rollout began in early September and will be complete within the next two weeks. VMP listings will go live for shoppers starting October 13, 2025.

Key Dates & Points

  • Rollout Window: September 10–26, 2025 (to most Seller Central accounts)
  • Live for Shoppers: October 13, 2025

How it works:

  • VMPs combine multiple units of an existing FBA single-pack ASIN into a multipack (2-pack, 3-pack, etc.).
  • Fulfilled directly from existing single-pack inventory (no relabeling or bundling).
  • Default Pricing: Auto-calculated (unit price × pack size) — editable by sellers.
  • Images: Auto-generated by Amazon; sellers should review starting October 13.
  • Placement: VMPs appear as direct variations on the single-pack PDP (not in the bundles section).

Seller Impact Analysis

Opportunities:

  • Test multipack demand without upfront costs.
  • Increase basket size and units per order.
  • Identify whether investing in hard multipack SKUs (lower FBA/unit fees) is profitable.

Risks:

  • Auto-generated pricing may not optimize for profit.
  • Potential overlap/conflict with existing variation themes.
  • Reliance on Amazon’s generated images could impact branding.

Next Steps for Sellers

  • Check Seller Central: Expect VMP access by September 26.
  • Review auto-pricing: Adjust margins strategically rather than relying on Amazon’s default.
  • Audit images on October 13: Ensure VMP visuals align with brand guidelines.
  • Track performance: Compare VMP sell-through against single packs to guide packaging investments.
  • Plan for Q4: Use VMPs to capture larger baskets ahead of Prime Big Deal Days (Oct 13–14) and holiday sales.

Sources: Marketplace Pulse | Digital Commerce 360

CedCommerce POV

Virtual Multipacks give Amazon brands a low-risk lever to boost profits and test demand without sunk costs in packaging or prep. For brands looking to expand average order value and explore packaging efficiencies, this feature is a game-changer heading into Q4. Sellers who optimize pricing and branding early will gain a competitive edge.

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