For Amazon Sellers who sell multiple products, product bundling is a great way to generate more sales. Product bundling is essentially a pricing tactic sellers can use to group two or more products together and sell them as a package and create a new price point. The draw for consumers is that they are able to get multiple products for a good price.
Product bundling relies on the customer value perception. This is a marketing concept that embodies a customer’s impression, awareness, consciousness, etc. about a company’s products or services. For the most part, customers buy stuff that brings them value in some way. Obviously, they want to spend their money on goods and services that fill a need or solve a problem. Hence, the basic concept in this kind of marketing customer needs.
There are four main types of customer value perception:
It’s important to remember these values should always be defined through the eyes of the customer.
Mixed vs Pure Product Bundling
There are two types of bundling that are most commonly used: mixed and pure. Pure bundling refers to the selling of two or more products only as part of a bundle, whereas mixed bundling refers to selling products as a bundle and also individually.
There are arguments for the usefulness for both kinds of bundling. It will ultimately depend on the kinds of products you sell and the goal(s) you are trying to achieve. A good example of mixed bundling working well is the sale of a bundle containing a video game console and a video game, but customers can also purchase either the console or game separately. Nintendo tried both pure and mixed bundling and found that mixed bundling worked much better than pure bundling. When they tried pure bundling, sales of both products fell. Conversely, when they offered a mixed bundle, their sales went up drastically for both products.
The key takeaway here is that product bundling works best when you mix it up, rather than trying to force customers to only buy the bundle. By offering the products as both a bundle and individually, customers have the option of how to purchase the products.
Product Bundling Best Practices
There are a few ways you can try product bundling. The easiest place to start is to figure out what products are selling the best and try bundling them together, if they are complementary. For example, if you sell coloring books and colored pencils and/or crayons, you could create a great bundle! Plus, if you sell both crayons and colored pencils, you could create multiple product bundles, so customers have the option to buy the bundle they like best. The examples I could give of complementary products are endless: laundry soap and dryer sheets, dog food and dog treats, earrings and a necklace, face wash and moisturizer, spaghetti noodles and spaghetti sauce, a cute coffee mug and a bag of coffee, men’s razor and shaving cream…I think you get the idea
Think about the products you offer and figure out how they could be coupled together to provide more value to your customers, and also increase sales. This is a great way to boost sales for some of your lesser-known products too! By including products that you’ve just started selling in a bundle with a more popular product, it raises awareness among customers. Plus, they are able to purchase it with a popular product and try it out and hopefully purchase it again!
Another way of product bundling is “buy one, get one” (BOGO). This is a popular style of product bundling used far and wide in the retail industry. Payless Shoe Source, anyone?
Sellers can offer customers the ability to buy two products (or more) and get one at a discounted price or even for free. This is great if you have slower-moving inventory you want to try and sell, especially if you are about to get charged storage fees from Amazon and want to avoid taking on those costs.
Here are some examples of BOGO product bundling offers:
If you want to do some research about what kinds of product would work well with ones you are already selling, here are a couple ideas to help get you started:
You can look at products that are being purchased by customers who are also purchasing your product. Look in the ‘Customers who bought this item also bought’ section on your listing or on listings for products like yours.
You can also look for ‘Frequently bought together’ on listings to see what products customers are buying together. If you are wanting to figure out new products to start selling that complement products you are already selling, this is a good place to look to see what products customers are buying together in the same purchase. You can also use this feature on Amazon to your benefit if you have products that are being bought together already. Amazon will offer these suggestions to shoppers right on the product listing and sometimes in their cart to try and gain more sales.
Product bundling is an effortless way to diversify your Amazon business with the products you already sell. Plus, you can easily find complementary products to bundle with the ones you currently sell. There are many large retail brands already offering product bundling and seeing great success with it, so it’s a no-brainer for Amazon Sellers to try out!