Last Updated: April 23, 2025
Worried that your product isn’t getting traction because it doesn’t have enough reviews? The Amazon Vine Program might be the solution you’ve been looking for.
When launching a new product, one of the biggest concerns for Amazon sellers is trust. Without product reviews, most customers hesitate to buy.
No matter how great your product is, if there’s no social proof, it often gets ignored. We’ve seen it time and time again: strong Amazon listings that underperform simply because the review count is too low.
That’s where Amazon Vine comes in.
It’s a review program that allows select Amazon customers to test your products and leave detailed, honest feedback. It’s not a magic wand, but it can absolutely help you build credibility fast if you use it strategically.
Still unsure if it’s worth the cost? This blog will walk you through how the Amazon Vine Program works, what it costs, and how to use it right.
Table of Contents
What Is Amazon Vine and How Does It Work?
The Amazon Vine Program was created to help sellers get high-quality, honest, and unbiased reviews, especially during a product launch. It connects your products with trusted reviewers who give detailed feedback to help other shoppers make buying decisions.
When a seller enrolls a product into the program, Amazon ships that product to pre-selected reviewers called Vine Voices. These reviewers are invited by Amazon based on their track record of writing helpful reviews.
Once they receive the free product, they test it out and share their honest experience. They’re not paid for the review, and they don’t have to leave a positive one, just a real one.
Amazon clearly labels these Vine reviews on your listing so customers know they came through the program. The goal is to build early trust and get social proof that can drive more conversions.
Eligibility Requirements to Access Amazon Vine
Before sellers or reviewers can use the Vine Program, they need to meet certain requirements. This protects both sides from issues like review manipulation, fake products, and misleading claims.
For Amazon Sellers
According to Amazon, to access Amazon Vine, you need to meet these conditions:
- Have a Professional Selling Account
- Brand enrolled in the Amazon Brand Registry
- Be assigned a Brand Representative role in Brand Registry
- Have an active FBA offer in New condition
- The product must have fewer than 30 reviews
- Your ASIN must be live and buyable at the time of enrollment
- Listings must include a product image and description
- You must have available inventory
Some products aren’t allowed:
- Adult items, digital products, or heavy/bulky items
- Products that need to be bundled or paired with another product to be reviewed
- Products that don’t match the exact item listed in the FBA offer
What Does It Cost to Enroll in Amazon Vine?
Amazon Vine used to cost up to $2,500 per ASIN, but that changed on October 19, 2023. The program is now more affordable, especially for smaller brands.
Here’s the current fee structure based on how many units you enroll per parent ASIN:
| Units Enrolled | Vine Enrollment Fee |
|---|---|
|
1–2 |
$0 |
|
3-10 |
$75 |
|
11-30 |
$200 |
Things to keep in mind:
- You’re only charged 7 days after the first review is posted.
- If no customer reviews come in within 90 days, you won’t be charged.
- Each ASIN can get up to 30 Vine reviews total.
For Vine Reviewers
Vine Voices aren’t just random customers. Amazon personally invites them based on the quality and helpfulness of their reviews of their past purchases.
They don’t get paid, and they don’t get to choose what to review freely. Reviewers must follow strict guidelines and disclose that they received the product through Vine.
This keeps the program transparent and reduces the risk of fake praise or biased reviews. If reviewers don’t follow Amazon’s rules, they can be removed from the program.
How to Join the Amazon Vine Program
Enrolling in the program is easy, but if you’re unfamiliar with the process, it’s just as easy to miss a step that could cause delays or even disqualify your product. That’s why we’ve put together this simple, step-by-step guide to help you get started without the guesswork.
Step 1: Log in to Seller Central
Sign in to your Amazon Seller Central account.
Step 2: Start the Enrollment Process
From the side menu, go to the Advertising tab and click Vine.
Step 3: Enter Your ASIN
On the next screen, type in the ASIN of the product you want to enroll. Click Begin enrollment to move forward.
Step 4: Choose the Number of Units
Select how many units you’d like to offer to Vine reviewers, up to a maximum of 30 units per parent ASIN. This determines your Vine enrollment fee.
Step 5: Confirm and Enroll
After entering the ASIN and selecting your quantity, click Enroll to finalize. Once accepted, Amazon makes your product available to Vine Voices after a 24-hour waiting period.
Step 6: Monitor Progress
You can track the status of your enrollment from the Enrollment Details page under the Vine tab. Watch for reviews and inventory movement.
How to Cancel Enrollment in the Amazon Vine Program
If you’re starting to see organic traction or just want to pull back for any reason, you’re not locked in. Amazon gives sellers the option to cancel Vine enrollment whenever it makes sense for their business.
Just follow these simple steps:
Step 1: Go to Seller Central
Log in to your Amazon Seller Central account.
Step 2: Navigate to the Vine Program
Hover over the Advertising tab at the top menu and select Vine from the dropdown.
Step 3: Find the Enrolled Product
Locate the ASIN you want to remove from the program. Click on Details next to that listing.
Step 4: Cancel the Enrollment
At the bottom right corner of the page, click Stop Enrollment. Once you confirm, the product will be withdrawn from Vine.
Note: Any units already claimed by reviewers can’t be taken back, and reviews already left will remain live.
Seen a New Seller Central Update? Let Us Know!
Amazon Seller Central constantly updates its interface. If you spot a change we missed, let us know using the form below!
10 Best Practices When Using Amazon Vine
Enrolling in Amazon Vine doesn’t automatically guarantee success. To get the most out of the program, it’s important to follow a few proven best practices that can help increase your chances of positive engagement and long-term results.
1. Choose the Right Product
Pick products that are new, unique, or recently launched, especially those that would benefit from early visibility and honest feedback. Avoid enrolling items that already have many reviews or are unlikely to appeal to Vine reviewers.
2. Optimize Your Product Listing
Make sure your listing is fully optimized with a clear title, informative bullet points, and high-quality images. This helps set accurate expectations, reducing the chances of poor reviews due to misunderstandings.
3. Enroll All 30 Units
Take advantage of the full 30-unit limit per ASIN to maximize the number of potential reviews. You don’t need all 30 units in stock at once, you can ship more in as they’re claimed.
4. Monitor and Respond to Reviews
Keep an eye on the reviews as they come in and use the feedback to improve your product or listing. While you can’t contact reviewers directly, their comments often point out areas you may have missed.
5. Be Active in the Customer Q&A Section
Responding to customer questions shows you’re attentive and professional. You can also anticipate common questions by checking your competitors’ listings and addressing those in your content.
6. Engage Across Marketplaces
If you sell in more than one country, consider enrolling the same ASIN in multiple marketplaces like the US and Canada. Just make sure to enroll simultaneously before you hit the 30-review cap on any of them.
7. Consider Separate Listings for Variants
For products with multiple variations, enroll them separately to gather more reviews. Once reviews are in, you can merge the listings to combine the feedback under one parent ASIN.
8. Highlight Reviews in Your Marketing
Use strong Vine reviews in your A+ Content, product images, or social media promotions. It adds social proof and helps build trust with new customers.
9. Set Realistic Expectations
Remember that Vine reviewers are honest, and not all feedback will be glowing. Treat negative reviews as valuable insight rather than setbacks, they can guide improvements.
10. Follow Amazon's Guidelines
Ensure you’re in compliance with Amazon’s policies throughout your Vine participation. Avoid any practices that might be seen as influencing reviews or misusing the program.
Benefits and Drawbacks of Using Amazon Vine
There are advantages and disadvantages to using Amazon Vine. Weighing both sides carefully can help you determine whether the program aligns with your business goals and budget.
Pros of Amazon Vine
- Vine reviewers are selected based on their history of writing detailed and unbiased reviews, which adds trust to your product listing.
- Great for product launches, Vine can quickly help you gather reviews when organic ones are slow to come in.
- More reviews can lead to better search ranking and increased traffic to your listing.
- When shoppers see that your product has multiple legitimate reviews, they’re more likely to trust and buy it.
- Only brand-registered sellers can use Vine, which can help you stand out from unregistered competitors.
- Vine feedback often includes thoughtful comments about the product’s strengths and weaknesses, helping you improve your offer.
Cons of Amazon Vine
- There’s a fee per ASIN, and you must provide units for free, which can add up quickly, especially for low-margin or high-cost products.
- You can’t choose who reviews your product, and they may not be your target customer.
- Reviews are honest, and if your listing or product isn’t clear or well-developed, you could receive criticism.
- Although the program allows for up to 30 reviews, there’s no promise that all units will be claimed or reviewed.
- Once a review is live, it stays unless it violates Amazon’s policies. This limits your ability to manage your brand perception.
Is Using Amazon Vine a Smart Move for Your Brand?
Still not sure if Amazon Vine is right for you? Take this quick quiz to help you figure out whether enrolling your product in the Vine program makes sense for your brand.
Frequently Asked Questions About Amazon Vine
Get Reviews on Amazon By Participating in the Vine Program
One of the most effective ways to boost clicks and conversions on Amazon is by having a strong number of quality reviews. However, many sellers struggle to generate reviews early on, and Amazon Vine offers a structured way to help overcome that hurdle.
When used strategically, Amazon Vine can be a helpful tool to build early trust and visibility for your product. It’s not a fit for every product or brand, but for the right listings, it can make a measurable impact on your launch success.
Struggling to get more reviews or unsure how to use Amazon Vine? Contact our full-service Amazon agency and let our experts guide you through it.
