The Cost Trap: Why Selling One Apron Wasn’t Working
Sandra thought she had a simple business model—she sold aprons on Amazon. But when her bank balance didn’t match her growing order volume, she turned to CronosNow eCommerce Accountants. The surprise? a hidden profit leak tied to how she was selling her products, not just how many she was moving. The fix was shockingly simple—bundles.
When we analyzed Sandra’s SKU profitability, we noticed something incredibly common in eCommerce: her fulfillment cost per order was fixed, regardless of how many aprons she shipped.
- FBA Pick & Pack Fees? Same whether it was 1 apron or 5.
- Packaging, labeling, warehousing fees? Mostly fixed per shipment.
- Customer service and return logistics? Didn’t scale linearly either.
In short, the cost to ship a single apron was nearly identical to the cost of shipping a 5-pack. Because she priced individual aprons too low—trying to stay “competitive”—her per‑unit margin was razor‑thin. Bundling turned fixed fees into profit amplifiers.
Anchoring Price: The Psychology That Makes Bundles Work
1. Raise the price of the single apron.
She was selling it for $12.99. We helped her reposition it at $18.99. This did two things:
- Anchored the value—customers now believed the apron was worth nearly $20.
- Set up a value contrast when presented with the bundle.
2. Introduce 3-pack and 5-pack bundles.
- 3-pack at $45 ($15 per apron)
- 5-pack at $65 ($13 per apron)
3 Watch the profit roll in
Suddenly, customers had a reason to buy more:
- Better price per unit
- Felt like they were getting a deal
- Made sense for gifting or group purchases
And here’s the kicker: Sandra made nearly the same profit per unit on each sale, but customer AOV (average order value) jumped 3x to 5x.
ECOM ACCOUNTING TIP:
A Quick Look at the Math
Let’s break it down with simplified (hypothetical but realistic) numbers from Sandra’s business:
| Description |
Single Apron |
5-Pack Bundle |
|
Sell Price |
$18.99 |
$65.00 |
|
COGS/unit |
$4.50 |
$4.50 |
|
Fulfillment |
$4.00 |
$4.25 (flat) |
|
Total Cost |
$8.50 |
$26.75 |
|
Revenue |
$18.99 |
$65.00 |
|
Gross Profit |
$10.49 |
$38.25 |
|
GP/unit |
$10.49 |
$7.65 |
Result: Sandra made slightly less GP per unit on the bundle—but the overall order was far more profitable and capital-efficient.
DOES INCREASING PRICES
NOT LEAD TO LESS SALES?
“But Shaun, You Sly Fox… What about her competitors who were selling cheaper than she did? Didn’t she lose out on sales?”
Great question—and yes, she did see a dip in sales volume.
However her buy box was “protected”. She had registered her business under the Amazon Brand registry program which meant that other sellers could not easily sell her products and push her prices down. She therefore had more control over the buy box.
When Sandra raised her price and stopped trying to be the cheapest option on Amazon, a few bargain-hunters bounced. But what happened next was far more important:
1. Higher Profit > Higher Volume
Even though she had fewer orders at first, each order was more profitable and due to the bundles her unit volume actually increased.
Her gross profit per order increased significantly as well, and her fulfillment costs remained flat. That meant more money in the bank—despite slightly lower volume.
Let’s put it simply: It’s better to sell 100 units at $7 profit than 130 units at $2.
2. She Upgraded Her Listings to Match Her Price
Sandra didn’t just raise her price and pray. She took the time to:
- Invest in better product photography
- Rewrite her product descriptions with stronger brand voice
- Add comparison tables that clearly highlighted her apron’s premium features
The result? Her listing didn’t just look more expensive—it looked worth more. She began to attract customers who were buying for quality, not just price.
3. She Anchored Value and Created Desire
By positioning the single apron at a higher price point, her bundles felt like a deal. It tapped into classic buyer psychology: the “discount” on a 3-pack or 5-pack only made sense because the solo price was clearly established. That anchoring effect made the bundles feel smart—not indulgent.
So yes, she lost some orders. But she gained control over her margins, improved brand perception, and made more profit in the process. And ultimately, that’s what keeps the business alive—not being the cheapest.
Related: The 6 Gross Profit Mistakes That Could Be Killing Your Business
Why This Works
(and Why It Matters)
Fixed Costs Shrink per Unit
Fulfillment, storage, customer support—when these costs don’t grow linearly, bundling compresses them across more units.
Higher AOV = Higher ROAS
With a higher average order value, Sandra could afford to bid more on ads without sacrificing margin. That unlocked better ad performance without needing better creatives.
Bundles Boost Inventory Churn
More units sold per order = faster inventory turnover = more cash freed up for the next PO.
In Sandra’s case, although there was a initial slowdown orders, her higher gross profit per unit meant that her inventory didn’t need to churn as fast to generate capital. That extra margin reduced how much cash she needed to reorder and shortened her Cash-Lock Window —the time her money was tied up between paying the supplier and getting it back through sales. More margin = less risk.
Common Mistakes to Avoid
Before you rush to bundle everything, make sure you don’t fall into these traps:
- Don’t over-discount the bundle. A 5-pack shouldn’t be 40% off—just enough to create a better deal than buying five singles.
- Don’t ignore packaging. Larger bundles may need new box dimensions or inserts—include that in your COGS.
- Beware of your market place rules. Market places have rules that determined by volume and weight which determine their pick and pack fees. A 20-pack will not have the same pick and pack fee as a 5 pack. So do your homework.
- Track gross profit per bundle, not just per unit. Each SKU (even a bundle) needs its own COGS line in your books.
The CronosNow ecommerce accountant Takeaway
What saved Sandra wasn’t a flashy campaign or viral moment—it was better math. Clean unit economics, smarter bundling, and pricing built on true cost data.
If you’re only selling single units, you’re likely leaving money on the table. Bundles don’t just help your customers save—they help you earn more, per shipment, with less effort.
Need help modeling your bundles and gross profit? That’s what we do.