Amazon Opens “Virtual Multipack” to Third-Party Sellers

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2025/9/16:Amazon has announced the launch of its Virtual Multipack (VMP) pilot program in the U.S., making this feature available to third-party sellers for the first time.

What Is Virtual Multipack?

Unlike traditional bundling, the VMP program allows sellers to combine multiple units of the same ASIN into a single product listing—without physically repackaging or changing fulfillment processes. Customers can choose to buy single units or multipacks directly on the product detail page, while fulfillment continues from the same single-unit FBA inventory.

Each virtual multipack is assigned its own ASIN and SKU, prefixed with “VMP_”, and appears as a variation of the single product. Previously, this feature was only open to Amazon vendors; now, selected third-party sellers using FBA brand-owned ASINs will also be included.

Why It Matters for Sellers?

This program is designed to capture strong demand for multi-unit purchases, helping sellers increase sales without additional logistics or packaging costs.

Amazon will automatically select eligible ASINs for the pilot and create new variations where needed. Sellers cannot manually apply or opt in, and the process requires no extra action. During the trial, any virtual multipack that fails to meet listing quality standards will be automatically removed.

Customers in the U.S. will be able to purchase virtual multipacks starting October 13, with product pages fully updated by then. Sellers can track these listings in their dashboard under “Manage Inventory” by filtering with the VMP_ prefix.

For ecommerce sellers, this update shows Amazon’s continued investment in AI-driven automation and consumer convenience. By simplifying multipack sales, Amazon is helping brands meet customer demand while keeping backend operations efficient.

At B&J Global, we recognize that every improvement in marketplace tools—like VMP—requires sellers to stay agile in fulfillment and inventory planning. With our self-operated warehouses in Toronto, Vancouver, New York, and Los Angeles, plus real-time inventory tracking and multi-channel delivery options, we’re here to help sellers adapt quickly and maximize opportunities as platforms like Amazon continue to evolve.