Amazon’s Vine Program for Sellers: What Is It? And Is It Worth It?

Amazon Vine Program is designed to help sellers gather trusted reviews from top Amazon reviewers, improving product visibility and credibility. But is it truly worth the investment with the enrollment cost, providing free products, and the potential for negative feedback? 

In this post, we’ll explore how the Vine Program works, who it benefits most, and whether it aligns with your business goals. If you’re a seller considering this program, keep reading to determine if it can help you grow your product reviews and overall  Amazon sales.

What is Amazon’s Vine Program?

Amazon Vine program is a review system designed to help sellers generate authentic, detailed feedback on their products. The program is a review generation tool that allows Amazon sellers to send free products to a select group of trusted reviewers, known as Vine Voices, in exchange for honest feedback. 

The program allows sellers to get up to 30 trusted reviews for the new products, and increase the visibility of their products and build credibility through authentic reviews from experienced reviewers. The reviews are published on the product page.

Related:  Amazon FBA for Beginners

What to Sell on Amazon 2024

To participate, sellers must enroll eligible products and provide them at no cost for the reviewers. Although the feedback is not guaranteed to be positive, the reviews often help enhance product appeal by providing potential buyers with detailed insights from reliable sources.

Sellers benefit by gaining valuable, unbiased reviews that can enhance their product’s visibility and credibility on Amazon. However, participation is limited to eligible products, and sellers must cover the cost of providing the items for review. Additionally, if you want to enroll in the program 3 units and more, there is a cost.

Related: Selling on Amazon: How to Make Money?

How to Sell on Amazon for Beginners - Complete Guide

How Does the Amazon Vine Program Work?

The Amazon Vine program allows sellers to gain authentic reviews from trusted Amazon reviewers, called Vine Voices. Here’s a detailed look at how the program works.

Eligibility

To participate in the Vine Program, sellers must ensure their product meets specific criteria. The product must be listed on Amazon, enrolled in the Amazon Brand Registry, and have fewer than 30 reviews. If a product already has 20 reviews, it can only receive up to 10 more reviews through the Vine Program. On the other hand, a product with no reviews can receive up to 30 Vine reviews. For example, a new line of fitness equipment with only 10 reviews could receive 20 more reviews through Vine.

Enrollment

Sellers enroll their product through Seller Central, paying an enrollment fee. This fee is charged when the product is successfully enrolled and listed in the Vine program. Sellers can enroll up to 200 ASINs at a time. Once a product is enrolled, Amazon sends eligible Vine Voices a list of products to choose from. They can select up to five products at a time to review.

Vine Voice selection

Amazon selects Vine Voices based on their history of writing detailed, unbiased reviews in specific categories. For instance, if a reviewer frequently reviews tech gadgets, Amazon is more likely to offer them products in the electronics category. During the first 28 days of enrollment, the product is shown to a targeted group of Vine Voices who typically review in that product category. If there’s remaining inventory after 28 days, it will be offered to all Vine reviewers.

Product distribution

Once a Vine Voice selects a product, the seller provides the product free of charge, and Amazon handles the logistics. The Vine Voice receives the product and is required to write an honest review within 30 days. These reviews are posted on the product page with a special Vine badge, ensuring transparency.

Review posting

Vine Voices are not paid for their reviews and are not required to leave positive feedback. However, if they consistently write low-quality or biased reviews, they risk being removed from the program. Reviews are displayed on the product page and help potential customers make informed decisions.

Related: Seller Assistant Extension Review

The Best Amazon Online Arbitrage Tool — Seller Assistant

Example

Imagine a seller launching a new kitchen blender with zero reviews. They enroll the blender in the Vine Program, allowing up to 30 Vine reviews. Amazon selects Vine Voices who frequently review kitchen appliances and sends them the product for free. 

Within 30 days, the seller receives detailed reviews about the blender's performance, durability, and ease of use. One Vine Voice, who is an experienced cook, highlights the blender’s powerful motor and compares it to other models they’ve used. These reviews, visible with a special Vine badge, boost the blender’s visibility and credibility, resulting in higher sales.

Related: How to Dropship on Amazon with Seller Assistant

Amazon Wholesale: How to Sell Wholesale on Amazon

Eligibility Requirements for Amazon Sellers

To participate in Amazon's Vine Program, sellers must meet several important requirements to ensure their product qualifies for the review system. Here are the key criteria:

Professional selling account

You must have a Professional Selling Partner account, which is required for participation in most of Amazon's seller programs, including Vine.

Brand Registry enrollment

You must be a registered seller in Amazon Brand Registry and identified as a brand owner. This ensures your brand and products are recognized and protected within Amazon’s marketplace.

Product condition and availability

Your product must be offered through Fulfillment by Amazon (FBA) and be in ‘New’ condition. Additionally, the product must be fully launched and have available inventory for Vine Voices to review.

Limited reviews

To enroll, your product must have fewer than 30 reviews on the listing. If a product has more than 30 reviews, it will not qualify for the program.

Free product giveaway

Sellers must provide each product for free to Vine Voices, covering all associated costs, including shipping. This is a core requirement for participating in the program.

Product type restrictions

Your product cannot be classified as an “adult” item, a digital product, or a heavy or bulky item. These types of products are ineligible for the Vine Program.

Listing completeness

The product listing must include a clear image and a detailed description. This ensures that Vine Voices have all the necessary information before selecting and reviewing the product.

Related: How to Sell on Amazon FBM

How To Sell On Amazon Without Inventory?

How Much Does Participation in Amazon Vine Cost?

The cost of participating in the Amazon Vine Program depends on the number of units enrolled per product, also known as the parent ASIN. The fee is charged seven days after the first Vine review is published. 

Breakdown of Amazon Vine costs

The fee is based on the number of units enrolled, not the number of reviews received or units claimed by reviewers. 

Once enrolled, sellers cannot adjust the number of units unless none of the units have been claimed. If a product does not receive any reviews within 90 days, no fee will be charged.

Related: Amazon FBA Fees 2024

How to Calculate FBA Fees

How To Reduce Amazon FBA Fees

Benefits of the Amazon Vine Program

The Amazon Vine Program offers a range of advantages for sellers looking to boost their product’s visibility and credibility on the platform. Here are the key benefits.

Increased product reviews

The Vine Program allows sellers to gather up to 30 reviews from trusted reviewers, providing essential feedback for new or under-reviewed products. These reviews are often detailed and can help prospective customers make more informed purchasing decisions.

Enhanced product visibility

Products with more reviews and higher ratings tend to rank better in Amazon search results. By participating in the Vine Program, your product is more likely to gain traction and stand out in a crowded marketplace, helping to increase sales potential.

Unbiased and trusted reviews

Vine Voices are selected based on their history of providing honest and thorough reviews, and they are not paid for their participation. This ensures that the reviews you receive are authentic, providing credibility and trustworthiness to your product listing.

Early feedback for product improvement

By enrolling in Vine early, sellers can get valuable insights into product performance before too many customer reviews come in. This feedback can highlight areas for improvement, helping sellers refine their product or listing before it reaches a wider audience.

Long-term sales boost

Products with a solid base of trusted reviews often experience a long-term increase in sales. The Vine Program helps build that foundation, giving your product the social proof it needs to attract more buyers and sustain sales growth over time.

Related: How to Make $1000 a Week from Home?

After Christmas Sales: How Should FBA Sellers Prepare?

Drawbacks and Risks of the Amazon Vine Program

While Amazon's Vine Program offers several benefits, there are also potential drawbacks and risks that sellers should consider before enrolling. Here are the key concerns:

Cost of participation

Participating in the Vine Program comes with an enrollment fee, which can range from $75 to $200 depending on the number of units enrolled. For small businesses or those with tight profit margins, this cost can be a significant investment, especially if the program doesn’t result in a boost in sales.

Potential for negative reviews

Vine Voices are required to provide honest feedback, and they are not obligated to give positive reviews. If a product has flaws or doesn’t meet expectations, sellers risk receiving critical reviews that could harm the product's reputation and deter future buyers. Negative reviews can be particularly damaging to new products with few initial reviews.

No guarantee of increased sales

While the Vine Program can increase the number of reviews, it does not guarantee an immediate or sustained boost in sales. If the reviews received do not highlight the product's strengths or if the market is highly competitive, the program might not lead to a significant increase in visibility or conversions.

Limited control over reviewers

Sellers have no control over which Vine Voices review their product, meaning the product could be reviewed by someone outside the target audience. If a reviewer lacks familiarity with the product category, their review may not resonate with typical customers, potentially leading to less helpful feedback or misguided criticism.

Inventory and product costs

Sellers must provide the product for free, which could be a costly investment, particularly for higher-priced items. Additionally, sellers need to ensure they have enough available inventory to meet the program’s requirements, which could stretch resources, especially for smaller sellers.

Is Amazon’s Vine Program Worth It for Your Business?

Deciding whether to participate in Amazon's Vine Program depends on several factors, including your product type, your business goals, and your available resources. For some sellers, the program provides a valuable increase in early reviews and visibility, while for others, the costs and risks may outweigh the potential rewards. By evaluating the factor below, sellers can better determine if Amazon’s Vine Program aligns with their product’s needs and business objectives.

Related: Do You Need an LLC to Sell on Amazon?

How to Contact Amazon Seller Central Support

Works well for new product launches

If you’re launching a new product and need to build an initial set of reviews, Vine can be a great way to gain visibility quickly. Products with few or no reviews can struggle to get traction on Amazon, so enrolling in Vine can help generate early, trusted feedback that boosts your product’s credibility and rankings.

Effective for high-quality products

Vine works best for products that are well-made and have clear selling points. If your product performs well and meets or exceeds customer expectations, you’re likely to receive positive, detailed reviews that highlight its strengths. This can result in increased sales and a stronger product reputation.

Not ideal for low-margin or expensive products

The Vine Program requires giving away free products, and the enrollment fees can add up. If your product has a low profit margin or is expensive to manufacture, the cost of participation (including the giveaway and fees) may outweigh the potential benefits. In such cases, the investment might not be worth it unless the reviews lead to a significant increase in sales.

Risky for products with potential flaws

If your product has unresolved issues or quality concerns, Vine might not be the best choice. Since Vine Voices provide honest and unbiased feedback, any product flaws will likely be highlighted in their reviews. Negative feedback can hurt your product's image, especially if it’s new to the market with few existing reviews to balance out the critique.

Limited impact for well-established products

For products that already have a strong base of reviews, the Vine Program may offer limited returns. If your product already has substantial feedback and a solid reputation, adding a few more Vine reviews is unlikely to make a noticeable difference in sales or visibility.

How to Enroll in Amazon Vine?

Enrolling your product in Amazon's Vine Program is a straightforward process that can help generate valuable reviews from trusted reviewers. Follow these simple steps to get started.

• Step 1. Log into Seller Central

Begin by logging into your Amazon Seller Central account. Once logged in, navigate to the Advertising tab in the top menu and select Vine from the dropdown options.

• Step 2. Access the Vine enrollment page

You will be directed to the Amazon Vine page. Scroll down the page and click on the Get started with Vine button to begin the enrollment process.

• Step 3. Enter your product’s ASIN

In the Enter the ASIN field, input the ASIN of the product you want to enroll in the program. Once entered, click Begin enrollment to proceed.

• Step 4. Select the number of units

Choose the number of units you’d like to make available for Vine Voices, up to a maximum of 30 units. Once you have selected the desired quantity, click Enroll to finalize the process.

Other Alternatives to Get Trusted Amazon Reviews

While Amazon Vine is a popular choice for generating reviews, there are other methods available to help build trust and credibility for your product. Here are a few alternatives that can help you gather genuine feedback on your Amazon listings.

Amazon Request a Review button

Amazon provides a built-in tool where sellers can manually request reviews from customers. Located in the Order Details page, the Request a Review button sends an automated message to buyers, asking them to provide feedback on their purchase. This method is simple, free, and ensures that Amazon’s review policies are followed.

Follow-up email campaigns

You can send follow-up emails to customers who have purchased your product, thanking them for their purchase and politely asking for a review. Use tools like Amazon’s Buyer-Seller Messaging system or third-party services (while complying with Amazon’s review guidelines) to encourage satisfied customers to leave reviews.

Amazon’s “Subscribe & Save” program

Enrolling your product in Amazon’s Subscribe & Save program can help you build a loyal customer base. Repeat customers are more likely to leave positive, trusted reviews after multiple uses of your product. This strategy also encourages brand loyalty and helps sustain long-term sales.

Influencer and social media outreach

Reach out to influencers or bloggers in your product niche to review your products. While they can’t leave reviews directly on Amazon, they can post about your product on social media or their blogs, driving more traffic and sales to your listing. Once those customers purchase, they can leave their own reviews on Amazon.

Product inserts

Adding product inserts to your packaging is another effective way to encourage reviews. A simple card thanking the customer and politely requesting a review (while adhering to Amazon’s guidelines) can prompt buyers to share their thoughts online.

Related: What Products to Avoid Selling on Amazon?

How to Check Amazon IP Complaints

FAQ

What are the product requirements for Vine?

To qualify for the Vine Program, a product must be enrolled in Amazon Brand Registry, have fewer than 30 reviews, and be an FBA offer in "New" condition. Additionally, the product cannot be an adult item, digital product, or heavy and bulky item, and must have available inventory.

Who are Vine Voices?

Vine Voices are a select group of Amazon reviewers invited to participate in the program based on their history of writing insightful, unbiased, and helpful reviews. These reviewers receive free products in exchange for their honest feedback.

Can I cancel Vine enrollment for a product?

Yes, you can cancel Vine enrollment as long as no units have been claimed by reviewers. However, once a unit has been claimed, you cannot cancel or change the enrollment tier.

What countries is Vine available in?

The Amazon Vine Program is available in several countries, including the United States, United Kingdom, Germany, France, Spain, Italy, and Japan. Availability may vary by marketplace, so it’s important to check the specific region where you are selling.

Final Thoughts

In conclusion, Amazon’s Vine Program can be a valuable tool for sellers looking to boost visibility and credibility through trusted reviews. While the program offers significant benefits like increased reviews and enhanced product rankings, it also comes with costs and risks, such as potential negative feedback and product giveaway expenses. 

For sellers launching new, high-quality products, Vine can be a worthwhile investment to generate early momentum. However, for those with low-margin or established products, it may not be the most cost-effective option. Carefully weigh the pros and cons to determine if Amazon Vine aligns with your business goals and product strategy.

Amazon sellers looking to resell profitable products in addition to launching new ones, need effective product sourcing tools to find them. Seller Assistant helps Amazon sellers quickly identify high-profit deals. It combines three extensions: Seller Assistant Browser Extension, and IP-Alert Chrome Extension by Seller Assistant, and VPN by Seller Assistant, Amazon seller tools: Price List Analyzer, Seller Spy, Bulk Restrictions Checker, and API integrations, and features: Side Panel View,  FBM&FBA Profit Calculator, Quick View, ASIN Grabber, UPC/EAN to ASIN converter, Stock Checker, IP Alert, and Restrictions Checker.