Please note: this article was first published on LinkedIn on 20 October 2026. The dates in Amazon's notice (October 28, November 10 and November 11, 2026) have now passed. The checks below are still useful for any VMP_ listings in your catalog.
Did Amazon just add new listings to your catalog without asking you?
For some FBA brand owners, yes. Another wave of virtual multipacks is coming in Seller Central.
What Amazon's notice says
- Amazon is creating multipack listings for some FBA brand-owned products that show strong demand for multi-unit purchases.
- All of them will be created by October 28, 2026.
- You have until November 10 to review or delete them.
- On November 11, every virtual multipack you did not delete goes live for customers.
- Each one gets its own ASIN and SKU and shows up as a variation on your single-pack detail page.
- By default, the price follows your current per-unit list price. You can set a discount.
- Amazon fulfills them from your existing single-pack FBA inventory. No repacking.
On paper this is low effort for the brand. In practice, a listing you did not build still carries your brand name, your images and your price, so it needs the same scrutiny as one you did.
Our catalogue and ASIN fixes service includes ASIN level audits that check images, titles and pricing on listings like these.
Where this goes wrong
- Pack math. If your single unit is already a multi-count item, "Pack of 2" and the total count the buyer gets are not the same number. The title, images and variation selector all need to make that clear.
- Inventory. Every multipack order pulls two or more units from the same stock. Your order count will understate unit demand in Q4.
- Images. In at least one case, an auto-created 2-pack image replaced the main image on a seller's 1-pack ASIN. Amazon later fixed it. It is one case, but it is worth checking your single-pack images.
- Price. A default price is not a margin decision.
Found VMP_ SKUs you are not sure about? Book a USD 100 account review.
What needed to change before November 10
- Go to Manage All Inventory and filter for VMP_. Check now, and again after October 28.
- Check the title, pack quantity, images and price on every one.
- Edit through "Edit virtual multipack". Delete the ones that do not fit your pricing or your inventory plan.
- Recheck your original single-pack page as well.
Seller Central only
This is Seller Central only. On the 1P side, Amazon says virtual multipacks already exist for vendor products.
Have you found VMP_ SKUs in your account yet?
Originally published on LinkedIn. Read the original post and join the conversation.