Price the bundle,keep the margin.
A bundle is supposed to raise your average order value, not quietly hand back the profit those extra units were meant to earn. Drop in your items, their price and cost, and a discount, and this shows you the bundle price, the real profit after COGS, the margin you're left with, and exactly how much you'd lift order value, before you commit to a number you'll regret.
Your numbers
How many products go in the bundle.
Typical standalone price of one item in the bundle.
Your landed cost (COGS) for one item, before the bundle.
Percent off the summed standalone price. This is the lever that pays for the AOV lift.
What a typical order is worth today, so we can show the uplift.
The verdict
Bundle price
$64
Bundle profit
$34
Bundle margin
52.9%
AOV uplift vs. current
41.7%
How far this bundle moves a typical order.
Full price (struck)
$75
Discount given away
$11
Margin you hand back to win the order.
Where the bundle price goes
Margin against the safe band
Anything under 20% means the discount is eating the profit the extra units should add. Aim to keep the bundle in the healthy-to-strong band, not the deep end.
Reverse-solve · hit a target margin
Discount you can give
38.5%
Bundle price then
$46
To keep a 35% margin on a $75 bundle, you can discount up to 38.5% — selling at $46. You're currently at 15% off, which lands a 52.9% margin.
Sensitivity · how deep can you go
Profit at each discount level
| Discount | Bundle price | Profit | Margin | AOV uplift |
|---|---|---|---|---|
| 10% | $68 | $38 | 55.6% | 50.0% |
| 15% | $64 | $34 | 52.9% | 41.7% |
| 20% | $60 | $30 | 50.0% | 33.3% |
| 25% | $56 | $26 | 46.7% | 25.0% |
Same items, same costs — only the discount changes. Each extra point off comes straight out of profit, because your $30 of item cost doesn't move. Pick the deepest discount that still keeps margin in your safe band.
Your move
You've priced the bundle. I'll make it sell.
Bundle of 3 priced at $64 (15% off $75) → +$34 profit at 52.9% margin, lifting AOV 41.7%.
A bundle only pays if the offer, the page, and the price anchor all pull together. Send me the bundle you're about to launch and I'll tell you, free, whether the discount is set right, how to frame it so the saving lands, and where it should live on the page to lift order value instead of just shaving margin.
Plain English
A bundle is a price lever, not a discount.
Bundling means selling several products together for one combined price, usually below the sum of the standalone prices. Done right, it raises your average order value, clears slow stock, and makes the buying decision simpler, all without buying a single extra click.
The catch is the discount. Every percent you knock off the summed price comes straight out of margin, because your cost of goods doesn't move. Sell three $25 items at 15% off and you've handed back $11.25; whether that's smart depends entirely on how much margin was there to start. A deep discount on a thin-margin product can turn a 'win' on order value into a loss on profit.
This calculator does the math both ways at once. It shows the bundle price your customer pays, the profit you actually keep after COGS, the margin that profit represents, and how far the bundle moves your order value versus a normal order, so you set the discount on purpose instead of copying whatever number a competitor picked.
The formula
Bundle price = (items × item price) × (1 − discount). Bundle profit = bundle price − (items × item cost). Bundle margin = profit ÷ bundle price.
3 items at $25 = $75 full price. A 15% discount makes the bundle $63.75. Your cost is 3 × $10 = $30, so profit is $33.75 and the bundle margin is 53%. Against a $45 normal order, that's a 42% lift in order value, and you only gave away $11.25 to get it.
What a healthy bundle margin looks like
Margin, not the discount, is the number that tells you whether a bundle is working. There's no official public benchmark for it, so treat these as operating bands: where physical-product bundles tend to be safe, strong, or too deep. Find your bundle margin in the table and read across.
| Bundle margin | Read |
|---|---|
| Under 0% | You're paying customers to take the bundle. Stop. |
| 0–20% | Too deep. The discount is eating the profit the extra units should add. |
| 20–40% | The working range for most physical-product bundles. |
| 40–60% | Strong — room to use the bundle as an AOV and acquisition lever. |
| 60%+ | Premium / digital territory. You can likely discount harder to move volume. |
Rule of thumb — operating bands for physical-product bundles, not an external benchmark. Digital and high-margin goods sit higher.
Your bundle margin came back thin. Now what?
Margin under 20%.
The discount is too deep for these unit economics. Pull the discount back a few points, or add a higher-margin item to the bundle so the blend can carry the markdown.
Good margin, but no AOV lift.
Your bundle costs about what a normal order already does, so it isn't pulling order value up. Add an item or anchor the bundle above your current AOV; otherwise it's just a discount with extra steps.
Thin per-item margins to begin with.
Bundling won't fix broken unit economics. A bundle multiplies your margin position, good or bad. Fix price or COGS on the items first, then bundle.
Margin strong, volume flat.
You have room to discount harder. A bundle sitting at 50%+ margin can usually afford a deeper, louder offer to move units and win the order outright.
How to price a bundle that actually pays
01Discount the bundle, not the items
Keep standalone prices intact so the bundle reads as a genuine deal and you don't reset everyone's price anchor.
02Anchor against the full price
Show the summed standalone price struck through next to the bundle price. The saving has to be visible to do any work.
03Blend in a high-margin hero
One fat-margin item lets the bundle absorb a deeper discount on the others while keeping overall margin healthy.
04Set the discount to a target margin
Decide the bundle margin you'll accept first, then solve for the discount that hits it. Don't pick a round number and hope.
05Use bundles to lift AOV, not to dump price
The point is more value per order, not a cheaper order. If the bundle is below your AOV, it's working against you.
06Bundle slow movers with winners
Pair stuck inventory with a bestseller so the bundle clears stock without a clearance markdown on the hero item.
07Cap the count where margin breaks
More items isn't always better, every added unit adds cost. Add items only while the bundle margin stays in your safe band.
08Test fixed price vs. percent off
A clean '$59 for all three' often converts better than '15% off' even when the math is identical. Test the framing.
The vocabulary
- Bundle
- Several products sold together for one combined price, usually below the sum of their standalone prices.
- Full price
- The summed standalone price of every item in the bundle before any discount: items × item price.
- Bundle discount
- The percentage knocked off the full price. The lever that funds the AOV lift and eats into margin.
- Bundle margin
- Profit as a percentage of the bundle price: (bundle price − total cost) ÷ bundle price.
- AOV
- Average order value: the average revenue per order. The number a good bundle is built to raise.
- COGS
- Cost of goods sold: your landed cost for the products. It doesn't fall when you discount, which is why deep bundles hurt.
Bundle pricing questions, straight answers
Enough to feel like a deal, not so much that margin collapses, typically 10% to 25% off the summed price for physical products. The right number is the one that lands your bundle margin in a healthy band (roughly 20% to 40% for most goods). Set the margin you'll accept first, then back into the discount that hits it rather than picking a round figure.
Keep going
A calculator tells you what. A call tells you what to do about it.
Send me the account behind these numbers. I'll tell you straight where the money's leaking and what I'd fix first — free, and you keep it whether you hire me or not.