Amazon Vine in 2023: How to Get Your First Reviews the Right Way

Getting the first reviews on a new product is still one of the hardest parts of selling on Amazon. Shoppers trust products with reviews, and a listing with zero reviews struggles to convert, even with good ads. Amazon Vine remains the safest and most reliable way to solve this.

Here is how to use Vine well in 2023.

A quick reminder: what Vine is

Vine gives free units of your product to trusted Amazon reviewers, called Vine Voices, who write honest reviews. It is Amazon’s own program, so it is fully within the rules. Since Vine opened to brand registered sellers, it has become a standard part of most launches. We first wrote about it in our post on Vine opening to sellers.

Eligibility

• You must be the brand owner in Brand Registry.
• The product must have fewer than 30 reviews.
• It must be sold through FBA, in stock and new.
• Some categories, like adult products, are not eligible.

Costs to plan for

Amazon now charges an enrollment fee for Vine, per parent product. You also give away the units, so include product cost and FBA fees. Check Seller Central for the current fee before you budget.

Even with the fee, Vine is usually much cheaper than a slow launch where you pay for ad clicks that do not convert because of missing reviews.

How many units to enroll

You can enroll up to 30 units per parent product. More units means more reviews, and the reviews arrive faster. For most launches, we suggest enrolling the full amount, unless the product is very expensive.

For variation families, Vine reviews count for the whole family, so enroll the variation you expect to sell most.

Prepare before you enroll

• Finish the listing. Reviewers compare the product to the listing. Accurate images and bullets lead to fairer reviews.
• Check your packaging and instructions. Confusion is a common cause of low ratings.
• Test the product yourself. Vine reviewers are honest. Make sure the product is ready.

Timing with your launch

Enroll as soon as your stock is live in FBA. Reviews usually arrive over a few weeks. Run your launch ads at the same time, and expect conversion to rise as reviews appear. Plan bids for a higher ACoS in the first weeks.

Learn from the reviews

Vine reviews are often long and detailed. Read every one. They can tell you what to fix in the product, what to clarify in the listing and what benefits to highlight. Treat them as free product research.

What not to do

• Do not contact Vine reviewers.
• Do not combine Vine with any review practice that breaks Amazon’s rules. Amazon has been strict about this, as we covered in our post on the review crackdown.
• Do not enroll a product you know has problems.

The bottom line

Vine is still the best way to get early, honest reviews on a new product. Budget for the fee and the units, finish your listing first and use the reviews to improve. If you are planning a launch, see our listings and A+ content service or request a free audit.

FAQs

Does Amazon Vine cost money?

Yes. Amazon charges an enrollment fee per parent product, plus you give away the units. Check Seller Central for the current fee.

How many Vine reviews can I get?

You can enroll up to 30 units per parent product, so up to 30 reviews.

How long do Vine reviews take?

Most arrive within a few weeks of enrollment, depending on how quickly Vine Voices request and review the product.