Amazon tightens its virtual bundling policy! A large number of listings need to be modified as soon as possible

Recently, Amazon US announced that it will update its policy on bundling consumer goods in the categories of groceries, pet supplies, baby products, and health and beauty.

According to the announcement, starting October 14, 2024, sellers can only list bundled products created and provided by the original manufacturer, and the original manufacturer must be the brand owner of all products in the bundle.

The rule means that sellers can no longer mix products made by different companies in the same bundle , and sellers can no longer list bundled products under a "generic" brand or their own brand .

Amazon also states that "to comply with the Bundle Product Policy, you can create new bundled product listings using products from a single manufacturer ." In addition, Amazon's policy description also mentions:

At the end of the fourth quarter of 2024, Amazon will begin enforcing the updated policy for existing bundled products, and will notify you 30 days in advance via email and the Account Health dashboard when non-compliant bundled products are found.

Here are two examples:

Well, the categories given by Amazon in this policy are not very clear. For example, Dawn in the above example is a consumer product, but it is obviously not in the grocery, pet products, maternal and child products, and health and beauty categories. If Amazon wants to give examples of which listings comply with the regulations and which do not, it should give examples from the categories mentioned in the policy.

As Black Friday and Cyber ​​Monday approach, Amazon previously required that inventory participating in the promotion must be delivered to the warehouse platform before October 19. Once this new policy came out, there was not much time left for everyone to adjust. Affected sellers should respond as soon as possible and re-arrange and adjust their business to avoid the unpleasant situation of having to clear inventory.

When the impact of new policies requires adjustments to bundled products, how can you quickly check which other bundled links can be made? Here you can use the SellerSprite tool.

1. Enter SellerSprite > [Check Competing Products] > Enter the store name

2. Click Query > Get the link details in the store

3. Check if there are other bundling opportunities based on the exported links

4. Quickly check the A+ and video upload status, and make supplementary improvements and optimizations. As shown in the above figure, some products do not have the A+ logo, so you can add A+ to them to promote conversion.

You can enter this link in the seller backend to find solutions to common problems:

https://sellercentral.amazon.com/help/hub/reference/G2BTQWUUDS3RV7WB

Emphasize the value of the bundle in your product descriptions and images, while also highlighting the features and benefits of the new product. Use email marketing, social media promotions, and more to promote the bundle to your customer base, encouraging them to try the new product.

To entice consumers to buy new products by bundling them with popular products, you may need to offer some discounts, such as "buy a bundle of old and new items for less than the total price of purchasing them separately."

For example, a pencil costs 0.2 USD and a pencil case costs 10 USD. If you set the bundle link to 10 pencils + 1 pencil case, the price for customers to buy them separately is 12 USD. The price of the bundle link will be at most 11.99 USD before it will be displayed on the front end.

If the pencil case comes with a $2 coupon, then the package price can be set to 10.00-11.99. Consider setting it to 10.99 to promote purchases.

①Bundled products can use brand promotion. However, currently, product promotion is not allowed.

② Be wise when choosing, because once the bundle is created, the primary ASIN cannot be changed. The primary ASIN is the main contributor to product category traffic and keyword traffic, which determines the visibility of the bundled product.