What Sellers Need to Know About Amazon’s New Bundling Policy 2025?

Product bundling has long been a creative key strategy for Amazon sellers to manage inventory and boost sales efficiently. However, starting October 14, 2024, Amazon’s updated bundling policy introduces stricter regulations. Under the new rules, all items in a bundle must be from the same manufacturer and brand, reducing the flexibility previously enjoyed by many sellers. Amazon cites safety concerns as the main reason for this change, addressing risks associated with certain bundled products.This development has raised significant concerns among sellers, particularly those in the grocery, pet, baby, and health and beauty categories, who are already facing challenges related to Amazon’s section 3 policies. This article will explore these recent policy changes and offer guidance to help sellers adapt to the new product bundling requirements, ensuring they remain competitive in the Amazon landscape of 2025.

The Essentials of Amazon’s Product Bundles Protocol

When creating product bundles on Amazon, the key is selecting items that complement each other, enhancing usability, or providing customer convenience. A bundle combines two or more distinct items under a single ASIN, including packs, kits, and other product combinations.

Bundles must be categorized, typically aligning with the category of the highest-priced item. However, exceptions exist for specific categories like BMVD (Books, Music, Video, and DVD) or Video Games, where the category of the next highest-priced item applies. Each product bundle requires a UPC, which differs from the individual item identifiers within the bundle.

Transparency is crucial: avoid using generic items that might mislead customers and ensure that only branded products are included. Also, it is important to distinguish between bundles and multipacks. A multipack contains multiple units of the same item with a shared UPC or ASIN. At the same time, a product bundle combines different items, each with its unique UPC or ASIN, collectively forming a unique bundle ASIN.

When creating or modifying product bundles, sellers must ensure that their listings precisely match existing ones; any alterations require establishing a new listing. For comprehensive guidance, it is essential to review Amazon’s detailed Product Bundling Policy to ensure full compliance and optimize product bundling strategies.

 

 

What Does New Products Bundle Policy Imply for Amazon Sellers?

In early December 2024, Amazon updated its bundling policy to address seller confusion, implementing stricter requirements, especially for consumable products. Sellers must understand and comply with these changes. The increased scrutiny is due to the nature of consumables, often ingested, applied to the skin, or used by vulnerable populations, including children and pets. Additionally, these products typically have more rigorous storage and handling requirements. To ensure that all consumables within a bundle are authentic and safe for use, Amazon has introduced stricter policies to regulate their inclusion in bundles.

These are the current, officially clarified guidelines for Amazon sellers, recently communicated by Amazon on the sellers’ forum:

● All bundles must be product configurations packaged by the original manufacturer or brand. For example, you can list a product bundle that includes Dawn dish spray and dish spray refills that were originally packaged by Dawn. However, you cannot list a bundle of Dawn dish spray and dish spray refills that you have repackaged. You also cannot create your own bundle combining Dawn products with gloves and sponges from other manufacturers or brands.

● Products may be reconfigured and repackaged as bundles if you have a Letter of Authorization from a brand owner or manufacturer granting permission to repackage. All products in a bundle must belong to the same brand, and the bundle must be branded with the same brand name as the products.

● Gift items listed within the gift basket category may contain products from multiple brands that are physically bundled together for customers in a manner suitable for gifting.

Amazon has released updated guidelines for product bundling, introducing new regulations specifically targeting consumable product combinations. Newly created bundles must comply with the policy immediately, while existing bundles have until January 1, 2025, to meet the updated standards. To ensure a smooth transition, Amazon will actively engage with sellers through email communications and the Account Health dashboard, helping them identify and address product bundles that may be at risk of suppression.

What are the Limitations of Amazon’s New Bundling Policy Rules?

In the past, bundling on Amazon provided sellers with significant flexibility and creativity in managing and clearing stagnant inventory. However, the new policy has undermined this approach, making it less effective for addressing inventory challenges. Notably, the timing of this policy change—coinciding with the transition from late 2024 to early 2025—further complicates sellers’ efforts to liquidate unsellable inventory from the fourth quarter. 

 

What Do Sellers Think About Amazon’s Product Bundling Policy Update?

Amazon’s recent policy update on product bundles, announced on the Amazon seller forum, has raised significant concerns among sellers regarding the inconsistent enforcement of the new guidelines. Many sellers report account suspensions for alleged violations months before the formal policy changes were communicated, underscoring potential inequities in Amazon’s approach.

The policy shift has generated substantial unease within the seller community, raising critical questions about the fairness and transparency of the new regulations. Sellers need more clarification about the viability of creating product bundles, carefully weighing the risks against potential profits. The ambiguous guidelines and the seemingly arbitrary enforcement have left many questioning whether bundling products on Amazon remains a sustainable business strategy or has become too precarious due to the stringent new policies.

 

Can Amazon Product Bundles Still Boost Your Sales?

Sellers must carefully adhere to Amazon’s updated bundling policies to avoid penalties and potential account suspension. Despite the new restrictions, product bundles remain a viable strategy for boosting sales when implemented thoughtfully. The key is creating bundles with complementary items and ensuring each product and bundle has a unique UPC/ASIN. A well-crafted bundling approach can significantly benefit sellers by attracting more buyers, improving profit margins, and increasing the chances of winning the buy box. Bundles also enhance the customer shopping experience by offering related items in a single purchase, often at an appealing discount. This approach simplifies the buying process, encourages bundle purchases, and caters to diverse customer needs.

 

Amazon’s recent bundling policy update represents a significant shift for sellers, prioritizing product safety and brand integrity. A proactive and meticulous approach is the key to navigating this new landscape. By focusing on manufacturer-approved bundles, maintaining full transparency, and upholding brand integrity, sellers can ensure compliance with the updated regulations while standing out in a competitive marketplace.Success will favor those who adapt swiftly, understand the nuanced requirements, and approach compliance as a strategic advantage rather than a regulatory burden.

 

 

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