Here is an example. Say you make copper water bottles in Moradabad and sell them on Amazon.com. Your best seller is a gift set: one of your bottles, two of your copper tumblers, and a cleaning brush that you buy from another brand. You pack all four into one box yourself. The set has its own barcode and its own listing, and it sells well.
From 11 January 2027, that set may stop selling. On 10 September, Amazon announced that from that date, most bundles sold under one ASIN must be “packaged by the original manufacturer or brand”. The brush comes from another brand, and you packed the set, not them. Amazon says bundles like this will be deactivated, and each one will show up as a listing violation in your Account Health.
This rule is for Amazon.com, the US store. If you sell only on Amazon.in, nothing has changed for you. There is more on that below.
What changes on 11 January
A bundle is two or more products that go together and are sold as one item, like a camera with a memory card. Amazon has two kinds. A hard bundle is packed in one box and has its own barcode. A virtual bundle is one listing for items that are stored and shipped separately.
The new rule is about hard bundles. From 11 January, a hard bundle on Amazon.com must be a pack that the brand or the manufacturer made. A seller can no longer take products, pack them together and list the box as a new product, unless one of the exceptions below applies. Amazon’s reason is that shoppers should get bundles that are genuine and safe.
Amazon has done this once before. Since late 2024, the same rule has covered consumables in the US: grocery, pet, baby, and health and beauty products. January’s change takes it to most other categories.
The four exceptions
There are four ways a bundle can stay live without being packed by the brand.
The first is a letter of authorisation from every brand in the bundle. Each letter must allow you to repackage that brand’s products together with the other brands in the bundle, and to sell them as a bundle on Amazon.
The letter must be on the brand’s letterhead and signed, or sent from the brand’s company email address. Amazon’s guidance says a valid letter names who is giving permission, who receives it, what is allowed, where, and for how long. Invoices and distributor agreements do not count. There is one catch: you can upload the letter in Account Health only after Amazon has flagged the bundle.
The second is a gift basket. This is a themed set of items, often from several brands, packed in one gift container. It must be listed in a gifting category, such as food and beverage gifts, and the listing must clearly say it is a gift.
The third is a camera bundle: a camera with accessories, listed under a camera product type. Sellers have asked whether binoculars and other camera and photo products count too. Amazon had not answered by 30 September.
The fourth is a virtual bundle. If you are a brand owner or an authorised reseller in Brand Registry, you can use Amazon’s Virtual Bundles tool. It puts two to five of your products on one listing. Each item is shipped on its own, so nothing is packed together, and there is no extra fee. Every item must belong to a brand that you own or resell in Brand Registry.
What becomes allowed
The same announcement also removes some old restrictions. From 11 January, bundles are allowed in books, music, video, DVDs and video games. A bundle can include a generic accessory, a service plan or a gift card. A consumables bundle can now mix brands too, as long as the seller has a letter from each one. Until now, even with a letter, it had to be a single brand.
As we read the policy, none of this removes the packing rule. A bundle that you pack yourself still needs one of the four exceptions above.
Does this apply on Amazon.in?
No, not as of 30 September 2026. Amazon announced the rule in its US seller forums and added it to its US policy pages. Amazon.in’s list of policy changes for 2026 has nothing about bundles.
India’s own bundle policy stays as it is. A bundle needs its own barcode, the word “Bundle” in its title and products that go together, but there is no rule that the brand must pack it. We could not find a bundle policy page on Amazon.ae at all.
The 2024 rule for consumables also stayed in the US. Amazon could still bring this rule to other stores later, so we will keep checking Seller Central’s policy updates. For now, if you sell only on Amazon.in, your combo packs do not need to change.
If you sell on Amazon.com through Global Selling, your US listings are covered by the new rule. Our guide to Global Selling from India explains how selling in the US works.
What to do before 11 January
Start with a list of every bundle you sell on Amazon.com. For each one, ask who packed it. If the brand packed it, you are fine. If it is a gift basket in a gifting category, or a camera with accessories, you are fine too.
If you packed it yourself, you have three choices.
You can ask every brand in the bundle for a letter. Ask now, not in January. A brand may take time to reply, and some may say no.
If you own the brand and it is in Brand Registry, you can turn the bundle into a virtual bundle. Your products stay separate in the warehouse, and shoppers still buy them together from one listing.
Or you can make the bundle an official one. If every product in the set is yours, pack it as the brand, give it its own barcode, and list it as a bundle that you created. In the copper bottle example, that means replacing the other brand’s brush with a brush of your own.
Whichever you choose, check the listing as well. Amazon’s bundling policy wants the word “Bundle” in the title. The first bullet must say how many items are in the bundle and name them. The description must list every item, and the main image must show exactly what is in the box and nothing else. An Amazon moderator has said that some sellers are already getting violations because their bundle listings are not titled and described as bundles.
If a bundle cannot be fixed in time, sell the stock before 11 January. Plan a removal order for whatever is left in Amazon’s warehouses.
Where we come in
We work with brands that sell on Amazon.com, including Indian brands selling through Global Selling. We can go through your bundle listings with you and mark the ones that break the new rule. If you are turning a set into an official bundle, we design the pack, shoot the images Amazon asks for, and rewrite the listing. If your brand is in Brand Registry, we can set up virtual bundles in your Seller Central account, and you keep the login.
What we cannot do is get you a letter from another brand. Only that brand can give it. If one of your bundles depends on a product you do not make, write to that brand this month.
