Bundle

A bundle is a single offer made of more than one item. There are two common types:

• Quantity bundles, such as two or three of the same product for less per unit. These are very common on one-product stores.
• Mixed bundles, such as a starter kit that combines a main product with accessories or refills.

Stores use bundles to raise average order value, to move slower products alongside popular ones and to make the price per unit look better without lowering the headline price. A bundle can also protect margin, because shipping several items in one parcel costs less than shipping them one by one.

When you study a competitor, check:

• which bundle is pre-selected on the product page, since that is usually the one the store wants most people to buy
• the price steps between one, two and three units
• whether bundles appear in their ads, which suggests they drive a large share of orders

Because RivalSonar estimates revenue from orders times an average order value of about 1.2 times the typical product price, stores that rely heavily on bundles may have higher real order values than the estimate assumes.