Amazon Vine Opens to Sellers: How to Use It for New Products

For years, Amazon Vine was only open to vendors who sell directly to Amazon. Now Amazon has started opening Vine to third-party sellers enrolled in Brand Registry. For anyone launching new products, this is one of the most useful tools to arrive in a long time.

Here is how Vine works, which products to enroll and how to get the most from it.

What is Amazon Vine?

Vine is an invite-only program for trusted Amazon reviewers, known as Vine Voices. Amazon chooses them based on the quality and helpfulness of their past reviews. Brands give free units of a product, and Vine Voices can request them in exchange for an honest review.

Vine reviews are marked with a green “Vine Customer Review of Free Product” label, so shoppers know where they came from.

Why it matters

New products face a classic problem. Shoppers do not want to buy a product with no reviews, and you cannot get reviews without sales. Since Amazon banned incentivized reviews in 2016, there have been few safe ways around this.

Vine is Amazon’s own answer. It is fully within the rules, and it can bring in your first reviews within a few weeks of launch.

Who can use it?

Right now, eligibility depends on:

• Being enrolled in Brand Registry as the brand owner.
• The product having fewer than 30 reviews.
• The product being sold through FBA and in stock.
• The product not being an adult item.

You can enroll up to 30 units per product. Check Seller Central for the current terms and any fees, as Amazon is still rolling the program out.

Which products to enroll

Vine reviews are honest, and that includes negative ones. So enroll products you are confident in.

• New launches with zero or very few reviews.
• Products with a great unboxing experience, where good packaging and instructions shine.
• Variations that share reviews with the parent listing can benefit the whole family.

Avoid enrolling a product with known quality problems. Vine will find them, and the reviews will show it.

How to get the most from Vine

• Get the listing right first. Reviewers judge whether the product matches the listing. Clear images and accurate bullets lead to fairer reviews.
• Include clear instructions. Many negative reviews come from confusion, not product faults.
• Read every review. Vine reviews tend to be detailed. They are a free product test. Use them to improve the product and the listing.
• Time it with your launch. Enroll as soon as stock arrives so reviews start landing while you build your first ad campaigns.

What not to do

• Do not contact Vine reviewers or try to influence their reviews.
• Do not combine Vine with other review schemes that break Amazon’s rules.
• Do not expect only five star reviews. Honest reviews are the point.

The bottom line

Vine gives new products a safe, fast way to earn real reviews. If you are a brand registered seller with new launches coming, it should be part of every plan. If you want help preparing listings for launch, see our listings and A+ content service or request a free audit.

FAQs

Can third-party sellers use Amazon Vine?

Yes. Amazon has started opening Vine to sellers enrolled in Brand Registry. Products need to meet eligibility rules, such as having fewer than 30 reviews.

How many units can I give through Vine?

You can enroll up to 30 units per product.

Are Vine reviews always positive?

No. Vine reviewers write honest reviews, good or bad. Only enroll products you are confident in.