What is Amazon Vine?

For anyone who has ever shopped online, it’s no surprise that product reviews are crucial to a product’s success. When it comes to Amazon, it’s even more important, as sales velocity and ratings feed into a product’s ranking. Want to be on the top page of Amazon search results? You’re going to need some serious star power.

About Amazon Vine

Originally, Amazon launched Vine as a tool for vendors. With steep fees to join, it traditionally costs anywhere from $1750 to $7500 per ASIN! In late 2019, Amazon overhauled the program and expanded it to include sellers that met certain criteria. Currently, if you’re a Brand Registry seller with FBA, your business should be eligible for Amazon Vine.  And with the discontinuation of the Early Review Program in 2021, Amazon Vine is now the best and most legit way to get reviews on your products. 

How does Amazon Vine work?

Amazon Vine is an in-house program where Amazon allows a pool of trusted reviewers (based on their review ranking) to review products that are enrolled in the program. It’s free for seller businesses to enrol, but you must offer products to the Vine Voices reviewers for free. For vendors, you might be assessed a fee depending on your locale. Be sure to ask your vendor manager for credits to get you started and avoid charges.

Vendors or sellers can enrol up to 30 units of a product. Eligible products must have less than 30 reviews. The products must be offered FBA and in “New” condition. Your product must have sufficient inventory and be buyable.

Tip: If you are a Brand Registry seller, make sure your products are all properly associated with your registered brand. You can only enrol products for brands you own, so it’s important to ensure your products are set up and mapped correctly.

How do I use Amazon Vine?

In Seller Central, ensure you’re logged in to your Brand Registry-linked account. Under the “Advertising” drop-down, navigate to “Vine.” At the top, enter the ASIN you wish to enrol at the top right of the page. 

From there, Amazon will guide you through setup, which can be done quickly and easily. Just select the number of units you want to offer and confirm that you agree with the terms and conditions.

How soon will I see reviews?

This depends on your product and category. Amazon will offer units to a select group of people who are likely to want your product, typically those who have purchased in your category before. After 28 days, they will expand it to a wider group. Usually, reviews can roll in as quickly as 4 weeks after enrolment, but this may take longer. Reviewers typically need time to use the product and form an opinion about it. 

Vine Voices typically post a detailed review and oftentimes are very thorough with feedback. This could be good or bad, depending on your item. 

What else do I need to know?

Amazon does not guarantee you will get reviews from the program. Also, even if you receive reviews, they are not guaranteed to be positive ones. Sellers and vendors have no contact with the potential reviewers and no influence over the reviews. The product must speak for itself, so make sure you’ve done your QA and properly optimised your detail pages. 

While the program is free, keep in mind that you will need to offer the products for free. Some products, especially those with a high price point, may not be able to support 30 enrolled units.

Amazon Vine 2021 updates

In May 2021, Amazon Vine was updated with some improvements, including the opportunity to enrol parent ASINs and a simplified workflow. The current enrolment cap is at 5 ASINs. Meaning, you can only have 5 items enrolled in Vine at one time. To enrol more, wait for current ones to expire. 

More information and assistance

Reviews are important for traction on Amazon, and there are very few ways to get legitimate ones. Amazon Vine offers a simple way to expand your reach and solicit real reviews from people who are likely to provide a comprehensive and legitimate opinion. That said, enrolment can be a bit risky. Be prepared for some negative feedback and be prepared to eat the cost of giving away free units to customers who are in no way obligated to be positive. 

Once you have enrolled an ASIN, it cannot be enrolled a second time (even if it still meets all of the other requirements). Keep this in mind when deciding how many units to place into the pool. 

If you need more information or assistance with management of your brand on Amazon, please contact our full-service agency, specialising in Amazon.

Katy Luxem

Katy Luxem

Katy Luxem is the content manager for eCommerce Nurse. She has worked for Amazon in both Seattle and London, delivering results for multiple different teams and product lines across the U.S. and Europe. Katy's experience is focused on making sure customers have a best-in-class experience. She enjoys helping businesses and brands succeed and grow with next-level content.

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