Frequently Bought Together on Amazon 2026: Strategy to Increase AOV

What Is "Frequently Bought Together"?

"Frequently Bought Together" is Amazon's algorithm-driven recommendation module that appears below the "Add to Cart" button on product detail pages. It shows 3–4 complementary products customers typically buy together.

Example: You're buying a phone case. FBT shows: screen protector, camera lens protector, and car mount. These are products customers in FBT frequently purchased alongside phone cases.

Key facts about FBT:

• Automated by Amazon: You don't manually create FBT; Amazon's algorithm determines what appears
• Based on purchase patterns: Amazon analyzes millions of transactions to identify complementary products
• Boosts AOV: FBT increases Average Order Value by 8–15% on average
• Conversion lift: Customers viewing FBT often purchase 1–2 items from the FBT section (5–8% conversion rate on FBT items)
• Multiple ASINs required: You need 2+ products in your catalog for FBT to appear

Why Amazon shows FBT:

• Increases customer satisfaction (customers find products they need in one trip)
• Increases Amazon's revenue (higher AOV = higher fees)
• Reduces customer friction (no need to search for complementary items)

How to Influence FBT (Without Manual Control)

You cannot manually select FBT products, but you can influence what Amazon's algorithm shows:

Strategy 1: Sell Complementary Products in Your Catalog

If you sell multiple complementary products, they're more likely to appear together in FBT.

Example product bundles:

• Phone case → screen protector, lens protector, car mount
• Yoga mat → yoga strap, meditation cushion, blocks
• Kitchen knife → knife sharpener, cutting board, knife holder
• Dog treats → dog bed, dog collar, dog toys

Action: Add 2–3 complementary products to your catalog. Once you have 100+ co-purchases between them, FBT will automatically appear.

Timeline: Typically 4–8 weeks from listing creation to FBT appearance (depends on sales velocity).

Strategy 2: Optimize for Shared Keywords

Products with overlapping keywords are more likely to be algorithmically linked as complementary.

Example:

• Yoga mat keywords: yoga mat, exercise mat, yoga, home practice
• Yoga strap keywords: yoga strap, yoga mat accessory, yoga equipment
• Shared keywords: yoga, yoga equipment

Products with high keyword overlap appear together more often in FBT.

Action: When creating related products, include 3–5 shared secondary keywords in title, bullets, and backend keywords.

Strategy 3: Cross-Link Products (Not Direct, But Effective)

While you can't directly create FBT, you can cross-link products:

• In your Storefront, feature related products together
• In product descriptions, mention related products
• In packaging/inserts, suggest complementary products

Note: These are not FBT, but increase organic discovery and co-purchases, which triggers FBT.

Strategy 4: Ensure Sales and Reviews for All Products

FBT requires social proof. Products with high reviews and ratings are more likely to appear in FBT.

Requirements:

• 20+ reviews minimum
• 4.0+ rating (4.5+ preferred)
• Sales velocity of 5+ units/week

Invest in review accumulation for your entire catalog, not just your flagship product.

When FBT Doesn't Appear (Troubleshooting)

Issue 1: "My FBT is only showing competitor products"

Reason: Amazon prioritizes products with highest co-purchase rate, regardless of seller.

Solution:

• Ensure your complementary products have 50+ co-purchases with your main product
• Review your FBT section for opportunities to improve
• Consider that competitor products may be better fits (don't fight the algorithm)

Issue 2: "My product has no FBT section"

Reason: Insufficient sales history or unrelated product category.

Solution:

• If new product: Wait 4–8 weeks for sales data to accumulate
• If old product: Ensure 100+ reviews and 5+ units/week sales velocity
• Verify you have complementary products in your catalog (FBT requires 2+ products)

Issue 3: "My complementary products don't show in FBT together"

Reason: Low co-purchase rate or low sales velocity.

Solution:

• Increase PPC spend on both products to drive co-purchases
• Bundle products together with a discount to increase purchase frequency
• Ensure products are truly complementary (adjust backend keywords if not)

Alternative: Sponsored Product Ads (A/B Test)

If FBT isn't performing, use Sponsored Product ads to show complementary products:

1. Create a Sponsored Product campaign for your yoga strap
2. Target customers viewing yoga mat listings
3. Pay per click (CPC), only pay when someone clicks

Cost vs. FBT: FBT is free but passive. Sponsored ads cost ~$0.50–$1.50 per click but give you control over what customers see.