Embodiments of the present invention provide a method, system and computer program product for demand amalgamation in an online auction. In an embodiment of the invention, a computer implemented method for demand amalgamation in an online auction can be provided. The method can include, in a single online auction provided by an online auction management system executing in at least one host server, the acceptance of bids for associated different items in the online auction management system. At least two of the different items can be of a different item type. The method further can include the determination of winning bids amongst the accepted bids by way of a comparison of the accepted bids to one another without regard to whether or not the accepted bids had been placed for an item of a specific item type. Finally, for each determined one of the winning bids, one of the different items associated with the determined one of the winning bids can be awarded to a winning bidder corresponding to the determined one of the winning bids through the online auction management system.