Amazon is rolling out Virtual Multipacks (VMPs) starting October 13, 2025. This new feature allows sellers to offer multiple units of a single-pack product under one listing, without needing any new packaging or operational changes. Here’s everything you need to understand about it:
What are Virtual Multipacks (VMPs)?
Virtual Multipacks combine multiple single-pack units of your FBA product into a single listing.
For example, if you’re selling a product that comes in a single pack, you can now offer a multipack (like a pack of 2 or 3 units) without changing packaging or sending in new inventory.
You don’t need to create a new ASIN for each pack. Amazon will create a new VMP ASIN for you using the VMP_ prefix.
Key features of Virtual Multipacks (VMPs)
Same product, multiple units: The new ASIN will link directly to your existing single-pack listing, but with the option to purchase multiple units at once.
Pricing: The price for a virtual multipack will be the unit price multiplied by the pack size. For example, a pack of 2 will be priced at 2 × unit price. You can adjust the multipack price if needed.
No new packaging or inventory: There’s no need to send separate packaging for the multipack; it uses the same inventory as your single-pack product.
No extra operational work: Everything works under the same fulfillment model (FBA), and your product's regular inventory will fulfill the multipack orders.
What sellers need to know:
Virtual multipack images: Amazon will automatically create your virtual multipack images based on the images of the single-pack product. These images will appear when the multipack is live on Amazon.
Inventory timing: Your virtual multipack will be created within 48 hours after the feature is enabled.
Price updates: If you change the price of your single-pack ASIN, the multipack price will not automatically update. You’ll need to manually adjust the virtual multipack price if needed.
What should the seller do now?
Check your inventory: Review your single-pack ASINs to see which ones would make sense to offer in virtual multipack options. Consider products that are popular for bulk buying or that customers typically want to purchase in sets.
Optimize your listings: Ensure your single-pack listings are well-optimized with clear images, good descriptions, and competitive pricing since the virtual multipack is based on this listing.
Set multipack prices: You may want to test different multipack price points to see what resonates with your customers, especially if offering them as a bulk buy or promotional option.
Plan for promotions: Once your virtual multipacks are live, set up promotions, ads, or coupons to drive traffic to your new multipack offers.
Need help setting up Virtual Multipacks or optimizing your listings for Q4? Our Amazon selling specialists are here to guide you through setting up successful multipack promotions and maximizing your sales potential.
