Amazon is now flagging merged Vine reviews as manipulation, impacting sellers who once used this tactic to boost review counts.
Online product reviews, trusted by 85% of users as much as personal recommendations, are key for Amazon sellers to build trust and drive sales. Positive reviews can significantly boost a listing’s visibility, while negative ones can deter potential buyers.
However, Amazon has recently started cracking down on a tactic many sellers used to increase their review count: merging Vine reviews from one ASIN into another. This once-accepted strategy is now being flagged as review manipulation. Sellers are facing suppressed product listings, deleted Vine reviews, and warnings for violating Amazon’s policies.
Sellers must adjust their review strategy to avoid penalties and ensure long-term success. It’s essential to stay compliant with Amazon’s rules and focus on building authentic, organic reviews that genuinely reflect the product experience.
Push-Pull Agency"Even a single review can significantly impact sales, with the first review alone potentially increasing conversion rates by up to 354%."
Amazon cracks Vine review merging, sellers warned
Or Shamosh recently shared on LinkedIn that Amazon has started taking action against a review strategy commonly used by sellers: enrolling a new ASIN in the Vine program, gathering up to 30 reviews, and then merging that ASIN with an existing parent listing to boost the overall review count.
While this tactic was never officially endorsed by Amazon, it was widely seen as a clever and compliant way to accelerate early product traction, especially for new launches.
The discovery shared by Shamosh received mixed reactions. While many readers appreciated the insight, some expressed concerns, particularly questioning how certain Shamosh was that the suppression was caused by merged Vine reviews on Amazon. Shamosh clarified that Amazon explicitly stated this as the reason in the suspension letter sent to the owners of the listings they manage.
How Amazon tightens policies against merged Vine reviews
In a separate article, Shamosh also wrote that in recent cases, the platform has unmerged listings, and some sellers also saw their Vine reviews wiped out without prior notice. Suppressed listings often cite violations of the variation policy or suspected review manipulation.
Affected sellers receive warnings under the “Abuse of Ratings, Feedback, or Reviews” category, with some facing ASIN suspensions or account reviews for repeated offenses. Notably, misuse can also result in permanent loss of access to future Vine review slots.
Amazon sellers urged to audit listings and rethink review strategies
Sellers are now encouraged to review their listings and evaluate how reviews are being collected, especially if they’ve merged ASINs to consolidate Vine reviews. As noted by Shamosh, this practice was once considered acceptable, but Amazon has recently begun treating it as a violation.
Continuing to use this tactic could result in enforcement actions, including permanent listing suppression. A proactive audit can help prevent compliance issues and protect future access to programs like Vine.
Strategic Amazon product reviews management by brand owners
For Amazon sellers, managing reviews effectively is key to building trust and driving sales. Below are some essential insights our Amazon agency follows to optimize review collection while avoiding potential pitfalls.
Understanding the Vine Program and using it safely
The Vine Program offers a fast way to collect reviews by providing products to Vine Voices, but it comes with certain risks. Vine reviews typically average around 4.1 stars, which can lower your overall rating compared to organic reviews, which tend to average 4.3 stars.
Additionally, Vine reviewers, despite being incentivized, may leave feedback that doesn’t always reflect the true quality of the product. Given these challenges, Vine should be used strategically, and here are some best practices to stay compliant:
Use Vine only for ASINs that will remain standalone or part of a valid variation family
Ensure that the ASINs you select for Vine will not be merged later. Don’t use Vine to collect reviews on a disposable ASIN with the plan to merge it into a different listing down the line.
If merging ASINs, ensure they meet Amazon’s variation guidelines
Ask yourself whether customers would expect these variations to share a review section. If they wouldn’t, avoid merging the ASINs.
Avoid review aggregation tactics
Whether intentional or accidental, strategies designed to shift reviews from one ASIN to another pose a long-term risk. These practices can lead to Amazon enforcement actions.
Document your variation structure choices
In case of any enforcement, document how and why you merged ASINs. Show that the merges were based on genuine product differences rather than a strategy to collect reviews.
- Use Amazon Vine (With Caution)
Vine reviews are incentivized reviews and often less favorable than organic ones, so use the program strategically and cautiously. Vine can help you get initial reviews quickly.
Vine is best suited for non-consumable, low-complaint items, such as everyday commodity products. Avoid using Vine for supplements or personal taste products, as these often receive mixed reviews, which can hurt your overall rating.
Stick to Vine for standalone or properly structured variation listings. Do not use Vine with the intent to later merge ASINs, as that could lead to policy violations.
If you’re using Vine, do it early in your launch phase, ideally when you have fewer than 30 reviews. This will help you establish credibility faster without skewing your long-term average rating.
Driving reviews through sales and traffic
Instead of relying heavily on reviews, focus on driving traffic and improving conversion rates. A strategy of low prices combined with targeted advertising can generate sales, which will naturally lead to more reviews.
1. Start With Aggressive Pricing
The number one factor that drives conversions on Amazon is price. When launching a new product, start with your price set 50% below your target retail.
The goal is to generate as many sales as possible, even if it means taking a short-term loss. This sales velocity sets the foundation for ranking, organic visibility, and ultimately, review collection.
2. Run Targeted Advertising
Once pricing is dialed in, support your launch with strategic ads. Target competitor ASINs through Sponsored Product campaigns.
Focus on top-of-search placements and high-intent keywords. The more traffic and conversions you drive, the higher your chances of earning reviews organically.
