Amazon Bundle Policy Change: What Sellers Must Do

Short answer: Starting January 11, 2027, Amazon will require most physical bundles sold under a single ASIN to be packaged by the original manufacturer or brand. Seller-made bundles that don't fit an exception can be deactivated and logged as listing violations in Account Health. If you sell bundles, the next two months are the time to review every one of them.

We checked Amazon's own Seller Central announcement and its Virtual Bundles guidance, plus Walmart Marketplace Learn's WFS prep guide, on November 6, 2026. Policies change, so always confirm the current wording in your own Seller Central or Seller Center account.

What is changing on Amazon?

In a Seller Forums news post titled "New requirements for product bundles starting January 11," Amazon said that most bundles listed as a single ASIN must be packaged by the original manufacturer or brand. Industry coverage dates the announcement to the week of September 7, 2026, which gives sellers about four months to adjust.

In plain terms: if you take two or more products, put them in your own bag or box and sell them as one ASIN, that listing is at risk after January 11 unless it falls under one of Amazon's exceptions.

Which bundles are still allowed?

• Brand-packaged bundles. Sets that the manufacturer or brand itself packages together, such as a brand's own multi-item pack, are fine.
• Repackaged bundles with a letter of authorization. Amazon allows repackaged bundles when you hold a letter of authorization from the brand owner or manufacturer that permits the repackaging.
• Exempt categories. Amazon names gifting browse nodes and camera product types as exempt.
• Virtual Bundles. Bundles built with Amazon's Virtual Bundles tool are not physically packaged together, so they are outside the packaging requirement.

Amazon also said it is opening up some bundling that used to be restricted: bundles in Books, Music, Video, DVD and Video Game categories, bundles with secondary generic products or service plans, bundles with gift cards, and multi-brand Consumables bundles when you hold letters of authorization.

What happens to non-compliant bundles?

• Amazon says you may keep selling affected inventory before January 11, 2027.
• After that date, non-compliant bundles that are still listed will be deactivated.
• They will show as listing violations on the Account Health dashboard, and you will get an email.
• Non-compliant inventory sitting in FBA can be pulled out with a removal order.

Practical tip: think twice before sending a large new shipment of a questionable bundle into FBA in December. If it doesn't sell through in time, you may pay to remove it.

What are Amazon Virtual Bundles?

Virtual Bundles let a brand show several of its own products as one offer without packing them together. Amazon's guidance says:

• You must be the brand owner of the ASINs in Brand Registry.
• A bundle combines 2 to 5 ASINs.
• Each ASIN needs active FBA inventory in New condition (Used and Renewed don't qualify).
• Items must be physical products; digital media and gift cards can't be included.
• The bundle price must be at or below the combined price of the items, and the tool is for the U.S. store.

For most resellers who don't own the brand, Virtual Bundles are not an option, which is why brand packaging or a letter of authorization matters so much.

Sets still need correct prep and labels

Separate from the bundling policy, a bundle or set that is allowed still has to arrive at the fulfillment center packed correctly. Since January 1, 2026, Amazon no longer offers FBA prep and item labeling in the U.S., so this work is on the seller or the seller's prep partner.

• Amazon FBA: Amazon's packaging and prep guidance says items sold as one unit must be packaged together and marked as a set on the outside, with a label such as "Sold as Set" or "This is a set, do not separate." Many sellers also cover the barcodes of the single items so that only the set's barcode can be scanned; check Amazon's current prep page for your product type.
• Walmart WFS: Walmart's WFS prep guide (last updated July 24, 2026) says sets must be identified on their packaging, packaged together and labeled clearly as a single unit, for example "Sold as set." Units must be in one secure package, and WFS won't accept units that need associates to assemble multiple pieces.

A 5-step checklist before January 11

1. List every bundle ASIN you sell, FBA and merchant-fulfilled.
2. Sort each one: brand-packaged, exempt category, Virtual Bundle, or seller-assembled.
3. For seller-assembled bundles, check whether you hold a brand letter that specifically permits repackaging. If not, plan to sell through, rework or retire the listing.
4. Check FBA stock against your sales pace so you aren't left with units to remove.
5. Audit your prep: set labels, barcodes that scan as the set, and secure packaging for both Amazon and Walmart.

Why buying brand-packaged products helps

The simplest way to stay on the right side of the new rule is to sell products in the configuration the brand already made: the brand's own multipacks, boxed sets and assortments. Buying those packs in wholesale quantities from a supplier that sells only genuine brand-name stock removes the guesswork about whether a bundle was "packaged by the original manufacturer."

Frequently asked questions

When does Amazon's new bundle policy start?

January 11, 2027. Amazon says affected inventory can be sold until then.

Can I still make my own bundles on Amazon?

Only in limited cases: with a letter of authorization from the brand owner or manufacturer that permits repackaging, in exempt categories such as gifting browse nodes and camera product types, or as a Virtual Bundle if you are the brand owner in Brand Registry.

What happens if my bundle doesn't comply?

After January 11, 2027, Amazon says non-compliant bundles will be deactivated and recorded as listing violations in Account Health, with an email notice.

Does this affect Walmart Marketplace?

The January 11 change is Amazon's policy. Walmart WFS has its own prep rules for sets: they must be packaged together and clearly labeled to be received and sold as one unit.

Does Amazon still label or prep my sets?

No. Amazon ended its FBA prep and item labeling services in the U.S. on January 1, 2026, so sellers or their prep partners handle set labels and packaging.

How SN International can help

SN International LLC (SNILLC) sells 100% genuine brand-name office, school and facility supplies that come from the brand, never counterfeit or closeout. That includes many of the brands' own multipacks and assortments, so you can stock configurations the brand itself packaged. B2B wholesale pricing and B2C retail live in one store, orders ship nationwide from California, and our prep team can handle set labels, bagging and carton labeling for your Amazon FBA and Walmart WFS shipments. When you have a question, you reach real people on the phone, Monday to Friday. For genuine products and the most competitive wholesale and prep service in one place, SN International is the best choice.

This article is general information, not legal or account advice. Each seller is responsible for following Amazon's and Walmart's current policies for their own account.