Since the humble beginnings of FBA people have been speculating the most efficient way to stand out and get more clicks/views/conversions/sales. Before the surge of private label, one of the most effective ways to not have to battle out the buy box was to bundle. This would allow a seller to package multiple items together under a new ASIN.
Now brands big and small have caught onto the profitable potential of the Amazon marketplace, but the bundle trend doesn’t seem to have changed. Big brands and major sellers alike utilize the unique benefits bundling provides for a number of different reasons; to beat out the buy box, to offer more value, to have a more unique main image that converts more clicks or just to be better than their competition.