Overview

Amazon has expanded its Vine program to allow sellers to enroll a product before the listing goes live, enabling the collection of verified reviews during the pre‑launch window. By the time the item becomes purchasable, sellers can display as many as 30 authentic reviews, helping to overcome the “cold start” hurdle that often stalls new launches. This change is relevant to any brand‑registered seller who relies on early‑stage social proof to drive traffic and conversions.

Key Points

• Pre‑launch enrollment — Sellers can submit a newly created ASIN to Vine immediately after the draft listing is saved, even though the product is not yet available for purchase.
• Day‑one star rating — Vine Voice reviewers receive the product during the pre‑launch period, write their assessments, and the resulting star rating appears on the detail page the moment the item goes live.
• Maximum of 30 reviews — Amazon caps the number of pre‑launch Vine reviews at thirty per parent ASIN, providing a solid base of feedback without overwhelming the listing.
• Eligibility unchanged — The product must still have fewer than 30 existing reviews, be in new or like‑new condition, and meet all standard Vine criteria before it can be entered.
• Fees remain constant — The per‑ASIN enrollment charge is identical to the traditional Vine fee; the pre‑launch option does not introduce additional costs.
• Review integrity preserved — All pre‑launch reviews carry the “Vine Customer Review of Free Product” badge and are subject to the same honesty standards as post‑launch reviews.
• Lead‑time recommendation — Amazon advises a two‑ to three‑week window between enrollment and the intended launch date to give reviewers sufficient time to receive, test, and post their feedback.
• Advertising advantage — Listings that display a star rating from day one tend to achieve lower cost‑per‑click (CPC) and higher return on ad spend (ROAS) when paired with Sponsored Products campaigns.

How Pre‑Launch Vine Works