Bundle pricing is a strategy where multiple products or services are packaged together and sold at a single price, typically lower than the sum of individual prices. This approach increases average order value, moves slower-selling inventory, and provides perceived value to customers.
Effective bundles are constructed thoughtfully: complementary products that make sense together (cleanser + moisturizer + sunscreen), tiered bundles at different price points, and "starter kits" for new customers. The discount depth varies by strategy—some brands offer 10-15% bundle savings, while others go to 25-30% to drive volume.
For competitive analysis, examining a brand's bundle strategy reveals their priorities. Heavy bundling with deep discounts may indicate excess inventory or customer acquisition focus. Minimal bundling with small discounts suggests strong individual product demand and pricing power.