Creating Multi-Pack Variations on Amazon

While it seems relatively simple, one of the elements of selling on Amazon that’s least understood by many sellers, especially manufacturers, is how to create multi-packs. More often than not, manufacturers find their resellers successfully listing and creating multi-pack detail pages on Amazon, and end up listing on those rather than creating their own. If you want to better understand how to create multipacks on Amazon, read on…

What is an Amazon Multi-Pack?

A multipack is simply a packaging of multiple quantities of the same product. If you’re interested in creating listings of different products, check out our course on Creating Your Storefront, where we discuss the benefits and elements of Product Bundling.

Here you can see an example of a 2-Pack Listing for Heinz Tomato Ketchup in the Grocery & Gourmet Food Category:

Amazon Multipack Listing

How to Create a Multi-Pack Listing on Amazon

The primary element necessary to create a multipack is the Package Quantity, which must be greater than one. This is how you let Amazon know how many of a product is included when a customer purchases the multipack. If you plan to offer a 2-Pack, then the Package Quantity is 2, etc.

UPC’s and Multi-Pack Listings

For most categories, a unique UPC code may be required to list a multi-pack. However, for the following categories (where multi-packs are most common) no additional UPC code is required. Amazon will recognize that you are selling the same item (UPC) just in a greater quantity or multipack.

  • Grocery & Gourmet Foods
  • Home & Garden
  • Sports & Outdoors
  • Health & Personal Care

You can read Amazon’s “UPC Guidelines for Multi-Packs” by clicking the link when signed into your Seller Central Account.

Amazon Multi-Pack Graphics

Many sellers looking to create a multi-pack have seen the little “2-Pack” or “3-Count” icon representative of the Amazon Symbol in the upper-right hand corner of certain listings. The primary question that many sellers ask is, “How do I get that nifty little icon for my product listing as well?”


The Amazon Branded “2-Pack” Icon is Applied to Select FBA Items
Sellers should not attempt to add this graphic on their Own

Currently the multi-pack graphics are added to products selected randomly by the Amazon system to test efficacy. If you list a legitimate multi-pack and have that listing Fulfilled by Amazon (FBA) you have the opportunity to be selected. If this happens you will receive an invitation email, acknowledge receipt, and the multi-pack icon will reflect on the detail page of your product. However, there is no currently no guarantee that Amazon will qualify your item or add the graphic icon for you.

Many sellers who are unable to figure out how to add the icon often attempt to add their own version of the icon themselves by simply adding it to their primary image. However, sellers should note that this explicitly violates Amazon’s policy on primary product images, and only Amazon is able to add their branded multi-pack icon without violating their own Trademark rights, so sellers should be cautioned against this. If a seller chooses to create their own “multi-pack” icon and add it to their alternate or additional product images that is an acceptable solution as well.

Variation Multi-Packs

One of the benefits that manufacturers and private labels utilize is variation multi-packs. Placing multi-packs as an additional option on the primary product page has two advantages. First, it allows them to upsell customers to buy a higher quantity (often at a slightly discounted rate) without leaving the page, and second, it allows the listing to share product reviews, giving it a boost in Amazon’s search rankings. You can read our article on Adding a Parent ASIN to Existing Listings to learn more.

To utilize this, you’ll need to make sure that your multi-packs and single products are placed under a parent with a variation theme including “size” (this could be “size,” “size-color”, “size-flavor”, etc.) Sellers can label their multipacks how they wish but a typical example would be “Single”, “2-Pack”, 4-Pack”, etc. Note that any updates to parentage will typically cause the child ASIN’s to be listed in alphanumeric order, so sellers should keep that in mind when creating their multipack listings.

If you’re interested in increasing your Amazon sales, feel free to contact us or view our Marketplace Seller Courses designed to help you make the most of your selling experience on Amazon.


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