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Product bundle

A product bundle is a set of several products that a store sells together as one item at a single price.

How it works

A bundle puts several products on one page at one price, for example a main product with add-ons: a camera with a lens and a bag. A bundle built around a bestseller relies on demand that already exists. In advertising it works through average order value: the click costs the same, but the basket is bigger. In GetProfit data (1,360 store-months, June 2025 – June 2026), a store’s ROAS moved with its order value as closely as with its conversion rate (correlations of +0.540 and +0.527). What to put into a bundle is covered in bundles built around your bestsellers.

The feed separates a bundle of different products from a multipack of identical items, such as four cups sold as one.

Where you see it

In the Merchant Center feed, is_bundle set to yes marks a bundle the store put together. The multipack attribute gives the number of identical items in a pack the store made. Both describe sets the store defines itself, not sets that come from the manufacturer. The feed details, including which GTIN each set carries, are in bundles and multipacks in the feed.

Example

Example store, not client data.

The tableware shop sells a teapot for 900 and cups for 250 each. It lists “teapot + 2 cups” at 1,300 with is_bundle = yes, which is 100 less than the three items cost separately. Its own box of four cups gets multipack = 4. If 60 of the month’s 300 orders take the bundle instead of the teapot alone, each of them brings 400 more. Revenue grows by 60 × 400 = 24,000, and average order value rises from 600 to 680.

Not to be confused with

  • Product variants — sizes or colours of one model, each bought on its own and linked in the feed by item_group_id. A bundle is several products bought together at one price.

Right and wrong readings

  • Wrong: “The bundle adds 400 of revenue, so it adds 400 of profit.” Right: each bundle adds 75 of gross profit. At the shop’s 35% margin, two cups at full price would leave 500 × 0.35 = 175, and the 100 discount comes out of that.

Sources