Amazon’s New Virtual Multipacks & What This Means for Your Brand
Amazon has just announced the rollout of Virtual Multipacks (VMPs) starting October 13, 2025, and this is a big deal for brands selling on Amazon. For the first time, brands and sellers can test demand for multipacks without creating new packaging, sending new inventory, or taking on operational risk.
For any brand working with an Amazon marketing agency or managing growth in-house, this update could unlock new opportunities to boost average order value (AOV) and scale sales faster.
What Are Virtual Multipacks on Amazon?
A Virtual Multipack allows you to sell multiple units of the same ASIN as a single offer using your existing FBA inventory.
Here’s what makes it powerful:
- Each multipack gets its own ASIN/SKU and displays as a variation on the product detail page.
- Orders are fulfilled from your existing single-unit FBA stock.
- There are no additional fees beyond the standard per-unit FBA fulfilment cost.
In short, brands can now sell a 2-pack, 3-pack, or more of a product without creating new packaging or shipping additional SKUs to Amazon.
Why Virtual Multipacks Are a Big Win for Brands
1. Faster, Cheaper Demand Testing
Previously, testing multipacks required expensive packaging runs and a lot of operational planning. With VMPs, brands can:
- Launch multipacks instantly so no physical changes required.
- Test demand and pricing strategies before investing in custom packaging.
Make data-driven decisions about which SKUs are worth producing as physical multipacks.
2. Boost Average Order Value (AOV)
One of the most effective ways to grow profitably on Amazon is to increase units per order. Virtual Multipacks allow you to:
- Encourage customers to buy more in one go.
- Spread FBA fulfilment costs across multiple units.
- Capture shoppers who want to stock up or repeat-purchase products.
3. Smarter Inventory Management
Because you’re using existing FBA inventory, you avoid the risk of overproducing multipack SKUs that don’t sell. If a VMP performs well, you can then invest in hard multipacks with lower per-unit FBA fees to further optimise profit.
What Brands Should Do Now
This program will roll out as a limited pilot, so not every seller will get immediate access. But forward-thinking brands should:
- Work with their Amazon agency or internal teams to plan which products are best suited for multipacks.
- Set pricing strategies and measure impact on conversion rates and AOV.
- Use the data to inform packaging decisions, inventory planning, and long-term catalogue strategy.
The Bottom Line
Amazon’s Virtual Multipacks represent a low-risk, high-reward opportunity for brands. With no additional packaging costs, no separate inventory requirements, and the ability to quickly test and learn, VMPs can help you:
- Increase AOV and total revenue
- Experiment with new SKUs quickly
- Gather insights before making big operational investments
For challenger brands, this is a chance to compete with larger players by offering multipack options without a big upfront spend. For established sellers, it’s a way to unlock new growth potential from your existing catalogue.