Overview

Amazon has opened its Vine review program to authorized resellers, extending a tool that was once exclusive to brand owners. The change took effect this month and requires the reseller to have explicit permission from a brand enrolled in Amazon Brand Registry. Sellers who launch new listings can now tap into Vine’s trusted reviewer network to accelerate review accumulation.

Key Points

• Reseller eligibility — Only resellers granted permission by a Brand Registry‑enrolled brand may enroll products in Vine.
• Same reviewer pool — Resellers receive access to the identical group of vetted “Vine Voices” that brand owners have used for years.
• Multi‑marketplace rollout — The expansion applies to several Amazon locales, giving resellers worldwide the same review‑generation option.
• Enrollment fee & product cost — Amazon charges a per‑ASIN fee and expects the seller to provide free units for reviewers, mirroring the cost structure faced by brand owners.
• Cold‑start solution — Vine now offers a compliant way for resellers to overcome the zero‑review hurdle on brand‑new listings or variations.

How Amazon Vine Works for Resellers

1. Locate the Vine portal — In Seller Central, navigate to the “Advertising” menu and select the Vine program tab. For example, a reseller of kitchen gadgets would click “Vine” to open the enrollment dashboard.
2. Select an eligible ASIN — Search the catalog for a product that the reseller is authorized to sell; the system will flag only those ASINs linked to a Brand Registry‑approved brand. A reseller with permission to list a specific model of electric kettle would see that ASIN appear as enrollable.
3. Confirm product details — Review the title, SKU, and condition fields to ensure accuracy before proceeding. Mistakes, such as listing a refurbished unit as new, would be caught at this step.
4. Choose unit quantity — Decide how many free units to allocate to Vine Voices. A reseller might opt to send three units of a new Bluetooth speaker, each destined for a different reviewer.