FBA Bundle Strategy: Sell Items Commonly Purchased Together
Your patented non-stick pancake griddle is selling like.....hotcakes. (Sorry, I couldn't resist the pun.)
Sure, things are going well. But, something tells you that you're missing out on a big opportunity. You can't help but notice the "Frequently Bought Together" section of your product's Amazon listing. According to the page, customers are buying several other pancake-related items with your griddle.
How can you make the most of this trend? Allow me to introduce you to the FBA bundle strategy.
What is an FBA Bundle?
Sellers are permitted to bundle certain items together, thereby creating a new product listing on the Amazon marketplace. As Amazon.com, Inc. ("Amazon") points out, "Sellers can create bundles composed of different products to create a new bundled product. Well-designed product bundles provide convenience and value to buyers." Obviously, an "FBA bundle" would be one that is not only sold on the Amazon marketplace, but it's also fulfilled through the Fulfillment by Amazon service.
So, what can you put into a bundle? Amazon has an in-depth explanation of what is (and what is not) bundle-worthy. Amazon sums it up by saying "bundles must consist of items that are highly complementary (this means items in the bundle enable or enhance the use of other items in the bundle or provide convenience to the buyer by purchasing them together)." Be sure to thoroughly review Amazon's guidelines before going any further.
Now, back to your pancake griddle. After carefully studying your product listing, you determine that customers commonly buy two items with your griddle: a high-end spatula and a unique mixing bowl. You then do some manufacturer research and are pleasantly surprised that both are made by a vendor you recently met at a food expo. A few phone calls later, and you're set up as an authorized reseller.
Time to build some FBA bundles!
How Can You Build a Bundle?
Amazon offers very detailed instructions for building bundles. As you likely know, your new bundle will have its own Amazon listing (and Buy Box...sweet!). And as a seasoned private-label merchant, you're well-versed with the ins and outs of creating Amazon listings. However, bundled listings do have a few points of distinction when compared to single items.
For example, Amazon provides a specific title creation template to follow. Given that you'll be selling three items, the recommended nomenclature is:
["Bundle"] - # items: Item 1, Item 2 and Item 3
So, your listing's title might be something like:
Bundle - 3 items: Non-stick Pancake Griddle, Spatula and Mixing Bowl
There are also important guidelines to follow when creating the product detail page. For example, feature bullet number one must state how many of and which items are included in the bundle. Likewise, the listing's main image must clearly display those items included in the bundle (no more, no less).
Also, don't forget to obtain a unique UPC for the bundle. As the creator of the bundle, you're responsible for that - not Amazon. (Trying to use the existing UPC from your pancake griddle is a surefire way to get your bundle booted.) If it's been awhile since you set up a new UPC, here's a helpful Amazon guide on that topic.
Monitor Your Bundle's Success
Like most everything else you've tried on Amazon, your product bundle is probably destined for greatness. Unfortunately, you're now presented with a new problem. How can you ensure the kit's profitability keeps pace with the margins you've traditionally enjoyed? Also, from an inventory tracking perspective, how can you gain clarity into which griddles are (or are not) part of a bundle?
RestockPro (get your 21-day free trial) is here to help you answer these questions - and, many others. RestockPro monitors your Amazon sales history and the profitability of each item you sell (including bundles). With a few clicks, you can instantly visualize how your products are performing. Real-time data and interactive charts help you maintain the high standards that you're used to.
Creating an FBA bundle can help create a more convenient buying experience for your shoppers. And if strategically implemented, bundles can also help you grow your revenue (and, hopefully, your profitability).
Get started on your FBA bundle strategy today. RestockPro is here to help!
Originally published on May 23, 2017, updated July 7, 2019
This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.