Amazon Vine Program: Increase Reviews for New Product Launch



As an Amazon seller, you understand the power of reviews. They’re the lifeblood of trust and conversion on the platform. But getting those initial reviews, especially for new products, can feel like pulling teeth. This is where the Amazon Vine program swoops in, offering a unique solution to jumpstart your product’s reputation.
In this blog post, we will discuss what the Amazon Vine program is all about, who is eligible for it, and how to enroll and leverage this program.

What is the Amazon Vine Program?

The Amazon Vine program is an invitation only program designed to connect sellers with a pool of highly-regarded reviewers, known as Vine Voices. These reviewers have a proven track record of leaving insightful and helpful reviews, making their opinions highly valued by potential customers. Vine Voices gets to try your products for free (or at a discount) in exchange for insightful reviews.

Benefits of the Vine Program

The Amazon Vine Program offers several benefits:

  • Boost Early Reviews: A lack of reviews can make your product invisible in search results. Vine helps you overcome this hurdle by generating a critical mass of reviews early on, propelling your product toward greater discoverability.
  • Enhanced Credibility: Vine Voices are trusted by fellow shoppers. Their reviews, displayed with a special “Vine Voice” badge, add a layer of credibility and social proof to your product, influencing buying decisions.
  • Detailed and In-depth Feedback: Vine reviewers are known for their thoroughness. You can expect well-written reviews that delve into the product’s features, functionality, and user experience. These reviews provide valuable insights into customer perception and can guide future product development.
  • Reduced Returns and Improved Conversion: High-quality reviews can significantly impact conversion rates and reduce returns. Informed shoppers are less likely to make impulse purchases that end in disappointment.

    Overall, participating in the Amazon Vine Program can be highly beneficial for brands looking to increase product visibility, generate authentic reviews, and ultimately drive sales on the Amazon platform.

How Vine Reviews Appear on Amazon?

Let’s now see how the Amazon Vine reviews appear on the storefront:

amazon vine 1
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Is Vine Program Right for Your Products?

While Vine offers a compelling proposition, it’s not a one-size-fits-all solution. Here are some factors to consider before enrolling:

  • Product Eligibility: Not all products qualify for Vine. Restricted categories like adult products and grocery items are excluded. Additionally, Amazon prioritizes new or unique products that haven’t received many reviews yet.
  • Program Costs: There’s no upfront fee to join Vine. However, you’ll be responsible for fulfilling Vine reviewer requests, which means providing the products free of charge (or at a discount) and covering shipping costs. The cost can vary depending on the product’s value and quantity requested.
  • Limited Control Over Reviews: Remember, Vine Voices are obligated to provide honest and unbiased reviews, which may not always be positive. While you can’t control the content of the reviews, you can use them as a learning opportunity to improve your product and address any shortcomings.

Eligibility Criteria for Sellers to Enroll in the Amazon Vine Program

Here’s a breakdown of the eligibility criteria for sellers to enroll in the Amazon Vine program:

Seller Account
You must have a professional selling account on Amazon. This indicates a more serious commitment to selling on the platform compared to an individual seller account.

Brand Registry
Your brand must be enrolled in the Amazon Brand Registry. This program verifies brand ownership and helps protect your intellectual property.

Product Eligibility

  • The product you want to enroll in must have fewer than 30 reviews on its listing page. Vine aims to generate initial reviews for new products.
  • The product must be available in new condition through Amazon’s FBA service. FBA (Fulfillment by Amazon) ensures fast and efficient product fulfillment.
  • The product category cannot be restricted. Adult products and some other categories are ineligible for Vine.
  • The product must be already launched at the time of enrollment. You can’t enroll upcoming products.
  • You must have sufficient inventory of the product to fulfill potential Vine reviewer requests.
  • Your product listing page must have a clear image, title, and description. This provides essential information for Vine Voices to understand your product.

What is the Cost of Enrolling in the Amazon Vine Program?

The cost of enrolling in the Amazon Vine program isn’t a flat fee. Instead, it’s a one-time enrollment fee per parent ASIN that depends on the number of Vine units you choose to make available. Here’s a breakdown:

  • 1-2 Units: For enrolling just 1 or 2 Vine units, there’s no fee.
  • 3-10 Units: If you choose to offer 3 to 10 Vine units, the enrollment fee is $75.
  • 11-30 Units: The maximum number of Vine units you can enroll per product is 30. The enrollment fee for this tier is $200.

How to Enroll in the Amazon Vine Program?

If your brand and product meet the requirements, you can easily join Amazon Vine by following the below steps:

  • Go to Seller Central and click on the Advertising tab, then choose the Vine option.
vine program setup
  • If you’re a registered brand, you’ll find a button saying ‘Start enrolling products into Vine Today!’ Click on it.
vine program setup 2
  • Next, you’ll see a screen where you can enter your product’s ASIN and start the enrollment process.
  • Next, you’ll be able to choose the number of Vine units you want to make available for reviewers (maximum 30).
  • After selecting the number of units, you’ll see the enrollment fee and a summary of the program terms and conditions.
  • If you agree with the terms and cost, click on “Enroll” to complete the enrollment process.

That’s it! It’s that simple to get started with Amazon Vine and gather reviews for your products.

Final Thoughts

The Amazon Vine program presents a powerful opportunity for sellers and brands to leverage customer feedback and strengthen their position on Amazon. Vine reviewers, chosen for their insightful contributions, provide authentic product evaluations that boost visibility, build trust, and ultimately drive sales.

However, Vine isn’t without its considerations. Enrollment fees, limited control over reviews, and potential reviewer bias are factors sellers need to weigh. For many, the advantages outweigh these concerns, making Vine a popular choice for brands seeking a competitive edge.

The key to success on Amazon lies in strategically using available tools like Vine. By understanding the program’s requirements, benefits, and potential drawbacks, sellers can make informed decisions about whether Vine aligns with their goals and contributes to their overall Amazon success.

Frequently Asked Questions

Who can participate in the Amazon Vine Program?

Participation in the Amazon Vine Program is typically open to brand-registered sellers on Amazon’s platform who meet specific eligibility criteria outlined by Amazon.

How does the Amazon Vine Program work?

The Amazon Vine program connects sellers with trusted reviewers (“Vine Voices”) who get free products in exchange for writing reviews. This helps sellers get early reviews and valuable customer feedback to boost product visibility and credibility.

What are the benefits of the Amazon Vine Program for sellers?

The Amazon Vine program helps sellers get honest reviews from trusted reviewers, called Vine Voices, in exchange for free or discounted products. This can lead to:

  • More reviews: Vine allows sellers to receive up to 30 reviews from trusted reviewers.
  • Higher quality reviews: Vine reviewers are chosen for the quality of their past reviews, so you can expect more detailed and informative reviews.
  • Increased sales: More reviews and positive reviews can lead to increased sales and customer trust.

Are there any costs associated with participating in the Amazon Vine Program?

Yes, there may be an enrollment fee per parent ASIN based on the number of units enrolled in the program. This fee varies depending on the number of units and is typically charged seven days after the first Vine customer review is published.

Can sellers control which Amazon Vine reviewer receive their products through the Amazon Vine Program?

No, once products are enrolled in the Vine Program, sellers have limited control over which Amazon Vine reviewers receive their products and what feedback they provide.

How many reviews can I receive with Amazon Vine?

Amazon Vine allows up to 30 reviews per product listing for your enrolled items. However, this number can be lower if the product already has some reviews.

Is participation in the Amazon Vine Program guaranteed to improve a product's performance on Amazon?

While participation in the program can increase the likelihood of receiving reviews and improving product visibility, success is not guaranteed. Other factors such as product quality, pricing, and marketing efforts also play a significant role in a product’s performance on Amazon.

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