Bundle Pricing
Combining multiple products at a total price lower than purchasing individually.
1 min readLast updated Apr 2026
Quick Reference
CategoryPricing & Promotions
Related Terms1
Combining multiple products at a total price lower than purchasing individually.
Why It Matters
Bundles increase AOV 20-35% while providing perceived value. They move slow-selling inventory, introduce customers to new products, and create pricing complexity that reduces comparison shopping. Amazon reports 35% of revenue comes from bundled recommendations.
Practical Example
Scenario
A skincare brand bundles their $45 cleanser, $55 serum, and $35 moisturizer as a 'Complete Routine' for $115.
Calculation
Individual total: $135. Bundle: $115 (15% savings). Previous attach rate: 40% bought 2+ items. With bundle: 65% buy the bundle.Result
AOV increases from $67 to $98 (46% lift) as more customers buy the complete routine instead of single items.
Pro Tips
- 1Price bundles 15-25% below individual total—enough to be compelling, not so much it hurts margins
- 2Use bundles to introduce new or underperforming products alongside bestsellers
- 3Create problem-solution bundles ('Acne Fighter Kit') not just product collections
- 4Offer bundle customization for higher price points (pick 3 from 5 options)
Common Mistakes to Avoid
Bundling only bestsellers together—cannibalizes individual sales without adding value
Discount too deep on bundles, training customers to wait for bundles
Not showing individual prices to anchor the bundle value