Bundle Builder Performance

Last 7 days vs prior 7 days

Last 7d: Apr 27 – May 3 · Prior 7d: Apr 20 – 26 (incl. 2 pre-launch days)

Total orders

1,327

+47.0% vs prior

Total revenue

$87,959

+43.7% vs prior

Site AOV

$66.28

-2.2% vs prior

Bundle orders

158

-4.2% vs prior

Bundle share

11.9%

-6.4pp vs prior

WoW caveat: Prior 7 days (Apr 20–26) includes 2 pre-launch days where bundle orders were 0 by definition. The first true apples-to-apples WoW comparison will be next week (May 4–10 vs Apr 27–May 3). Bundle volume is roughly flat (158 vs 165) but bundle share dropped from 18.3% → 11.9% as overall site volume scaled up.

Bundle orders (since launch)

323

14.5% of post-launch orders

Bundle revenue

$29,653

~$901,947 annualised run-rate

Bundle AOV

$91.81

vs non-bundle $62.67 (+46.5%)

Site AOV (post vs pre)

$66.89

+9.2% vs pre-launch $61.26

SKU appearance in bundles

% of bundles that include this SKU. All SKUs in qualifying baskets — including bag and DAE.

So Soft

255 (78.9%)

Kindly Clean

216 (66.9%)

Hit Refresh

193 (59.8%)

Face to Face Time

192 (59.4%)

Sunny Side Up

166 (51.4%)

DAE Styling Cream (GWP)

122 (37.8%)

Bag (Cloud Case / Butter Soft)

119 (36.8%)

The Fresh Starter Set

23 (7.1%)

So Soft = keystone at 78.9% attach. Sunny Side Up under-indexes vs core 5 — strong candidate for default-selected in builder UI.

Top bundle combinations

Frequency of distinct CORE-SKU sets. The 3-step routine and the 5-pack lead.

#	Combination	Count
1	Hit Refresh + Kindly Clean + So Soft	42
2	Face to Face Time + Hit Refresh + Kindly Clean + So Soft + Sunny Side Up	40
3	Face to Face Time + Sunny Side Up	30
4	Face to Face Time + Hit Refresh + Kindly Clean + So Soft	26
5	Hit Refresh + Kindly Clean + So Soft + Sunny Side Up	26
6	Face to Face Time + Kindly Clean + So Soft	22
7	Face to Face Time + So Soft	19
8	Kindly Clean + So Soft + Sunny Side Up	18
9	Face to Face Time + Hit Refresh + So Soft	11
10	Hit Refresh + So Soft	11

Bundle size distribution

Distinct CORE SKUs per qualifying bundle.

Size	Count	Share
2 SKUs	103	31.9%
3 SKUs	116	35.9%
4 SKUs	64	19.8%
5 SKUs (full range)	40	12.4%

Add-on attach

Non-core SKUs that appear inside qualifying bundle baskets.

Bag (KIT-001-001-010, $22)

36.8%

DAE Styling Cream (GWP, ending)

37.8%

DAE attach dropping from 51.1% (first 9 days) → 37.8% (full 12 days) as GWP winds down. Watch for further compression in next weekly refresh — DAE may have been a meaningful conversion hook into the bundle builder.

Bag attach trending up from 31.1% → 36.8%. Bundles WITH bag have higher AOV. Default-select candidate worth testing.

Reading the numbers — what to keep in mind

Counterfactuals matter. Don't compare bundle AOV to single-item AOV — bundles are multi-item by definition. The right comparisons are site-wide pre vs post launch ($61.26 → $66.89, +9.2%) and bundle vs non-bundle baskets in the post-launch window ($91.81 vs $62.67, +46.5%).
Bundle share is normalising. Down from 18.3% in the first launch week to 11.9% in the most recent week. Some of this is the launch novelty fading; some is total volume scaling up. Worth watching whether 11–13% becomes the steady-state.
GA4 events still not instrumented for bundle_view / bundle_atc / bundle_purchase. Upper funnel remains dark — we can't see view→ATC→purchase CVR or where the leak is.
Composition rule: classification uses CORE SKUs only (CLN-001, SRM-001, MST-001, SPF-001, MSK-001 + auto-discount + no codes). Composition (item appearance, top combos) uses ALL SKUs in qualifying baskets, including bag and DAE.

Last 7 days vs prior 7 days

Daily orders — site-wide vs bundle

SKU appearance in bundles

Top bundle combinations

Bundle size distribution

Add-on attach

Reading the numbers — what to keep in mind