Amazon Will Require Most Single-ASIN Product Bundles to Be Packaged by the Original Manufacturer or Brand Starting January 11, 2027 — Noncompliant Bundles Get Deactivated and Logged as Listing Violations
Amazon posted a Seller Central announcement stating that starting January 11, 2027, most product bundles listed as a single ASIN must be packaged by the original manufacturer or brand. Sellers who assemble bundles themselves and list them under one ASIN will no longer be able to do so unless the bundle falls into a named exception or they hold a letter of authorization from the brand owner permitting repackaging. Amazon also used the same announcement to open several bundle types that were previously restricted, including media categories, bundles containing gift cards, and multi-brand consumables bundles backed by authorization letters. Bundles that are still noncompliant after January 11 will be deactivated and recorded as listing violations on the Account Health dashboard.
Real-World Impact
Amazon posted the announcement on approximately September 10, 2026 with a January 11, 2027 effective date — about 123 days to either obtain letters of authorization from every brand in a bundle, move the bundle to the Virtual Bundles tool if eligible, or sell through and remove the inventory before the ASIN is deactivated.
Key Points
- Starting January 11, 2027, most product bundles listed as a single ASIN must be packaged by the original manufacturer or brand
- Exceptions that do not require original-manufacturer packaging: gifting browse nodes, camera product types, and Virtual Bundles created through the Virtual Bundles tool by brand owners or authorized resellers
- Authorized repackaging is permitted with a letter of authorization from the brand owner or manufacturer granting permission to repackage with all other included brands for sale in Amazon's stores, uploaded to the Account Health dashboard
- The same announcement newly permits bundles in Books, Music, Video, DVD and Video Game categories; bundles with secondary generic products or service plans; bundles containing gift cards; and multi-brand consumables bundles backed by authorization letters
- Amazon states that product bundles that are noncompliant after January 11 will be deactivated and become listing violations on the Account Health dashboard
- Amazon points sellers to its Product bundling policy help page and its Inventory removal help page for next steps
What You Should Do Now
- 1Pull a full list of your active bundle ASINs and mark which ones you or a prep partner physically assembled rather than receiving pre-packaged from the manufacturer
- 2Check each flagged bundle against the stated exceptions — gifting browse nodes, camera product types, and Virtual Bundles — since those do not require original-manufacturer packaging
- 3For bundles you want to keep as physical single-ASIN listings, request a letter of authorization from the brand owner or manufacturer covering permission to repackage with every other brand in the bundle, and upload it to the Account Health dashboard
- 4If you are the brand owner or an authorized reseller, evaluate moving affected bundles to the Virtual Bundles tool, which the announcement lists as exempt
- 5Plan sell-through or removal for any bundle you cannot document before January 11, 2027, since Amazon says noncompliant bundles will be deactivated and logged as listing violations on Account Health