Within 60 days of launching a virtual bundle, a US kitchenware brand saw monthly sales of its silicone spatula set rise from 4–6 units to 67. Bundle focused advertising reached a 28% advertising cost of sales (ACoS), and the brand reported approximately $2,800 in additional monthly revenue.
Our client sold home and kitchen accessories on Amazon. Its cast iron skillet was performing well, but its three piece silicone spatula set had struggled to gain traction.
The spatulas sold just 4–6 units per month. Advertising the set on its own produced an ACoS above 80%, and its organic search position was below page five. At $12.99, the set faced many similar options and had only 23 reviews to help shoppers make a decision.
The client was considering discontinuing it. Before taking that step, we looked at where the product might make more sense to a buyer.
The brand’s cast iron skillet sold more than 200 units per month, held a 4.6 star rating, and had strong organic visibility. A spatula set was a useful addition for someone buying the skillet: together, the products offered the tools to start cooking in one purchase.
We created a new offer: Cast Iron Skillet + Silicone Spatula Set — Complete Cooking Bundle.
Because the brand was enrolled in Amazon Brand Registry and the products were eligible, we created a virtual bundle with its own product detail page. The skillet and spatula set remained separately stocked; they did not need to be packaged together.
| Product | Price |
|---|---|
| Cast iron skillet | $34.99 |
| Silicone spatula set | $12.99 |
| Combined individual prices | $47.98 |
| Bundle price | $41.99 |
| Shopper savings | $5.99, approximately 12% |
The bundle made the added value easy to see. According to the client’s unit economics, the lower cost of the spatula set allowed the offer to remain viable at the discounted price.
We positioned the spatulas as a practical companion to the skillet in the bundle title, bullet points, and imagery. The copy explained what shoppers received and why the two products belonged together, rather than treating the spatulas as an unrelated add-on.
We also used A+ Content to compare the skillet alone with the complete cooking bundle.
The advertising focused on shoppers interested in cast iron cooking and complementary kitchen tools. We used bundle compatible Amazon advertising placements to present the combined offer. Amazon lists virtual bundles as eligible for Sponsored Brands, while its guidance says they are not eligible for Sponsored Products ads.
| Metric | Before | After |
|---|---|---|
| Silicone spatula set sales | 4–6 units/month | 67 units/month reported |
| Bundle focused advertising ACoS | — | 28% |
| Skillet conversion rate | 14% | 19% |
| Spatula set sales as a standalone product | Low | 22 units/month reported |
| Additional monthly brand revenue | — | Approximately $2,800 reported |
The skillet’s conversion rate rose during the same period. That is a useful observation, though the available figures do not establish how much of the increase came from the bundle.
The products made sense together. The spatula set had a clearer use when presented beside a skillet shoppers already wanted.
The offer answered a broader shopping need. Instead of asking customers to choose another standalone utensil set, the listing presented a ready to use cooking combination.
The saving was specific. Shoppers could compare $41.99 for the bundle with $47.98 for the two products individually.
The slower product gained another route to a sale. Customers could discover the spatulas through the bundle, while the original spatula listing remained available for standalone purchases.
A slow selling ASIN does not always need to be discontinued. Sometimes it needs a stronger reason to be purchased. For this US kitchenware brand, pairing a low demand accessory with a proven bestseller created a more useful offer and a new source of revenue.
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It is an offer that lets an eligible brand sell complementary products together from one detail page without physically repackaging the items. The products remain in their existing FBA inventory.
No. A virtual bundle has separate ratings and reviews from its component products. The skillet’s established performance helped us identify a promising pairing, but its reviews were not transferred to the bundle.
No. The pairing needs to solve a real customer need, offer a clear value proposition, and work financially after discounts, advertising, and Amazon fees.
