Overview

Amazon has expanded the Vine program so that brand‑registered sellers can enroll a product for reviews before the item is even purchasable. By submitting a new ASIN to Vine immediately after the listing is created, sellers can have up to 30 verified reviews appear on the detail page the moment the product goes live. This change shortens the “review‑less” gap that traditionally hurt conversion and ranking during a launch.

Key Points

• Pre‑launch enrollment — Sellers can add a newly created ASIN to Vine the same day the listing is built, rather than waiting for the product to be available for sale.
• Reviews available at launch — Vine Voices receive sample units during the pre‑launch window, write their feedback, and publish reviews before any customer purchase occurs.
• Maximum of 30 reviews — Amazon allows as many as 30 authentic Vine reviews to be posted before the first retail unit is sold, giving the listing immediate social proof.
• Eligibility unchanged — The product must be a brand‑owner‑registered new ASIN with fewer than 30 existing reviews, and standard Vine fees still apply per parent ASIN.
• Unbiased feedback required — Vine Voices are prohibited from being influenced by sellers; they may leave positive, neutral, or negative comments based solely on product experience.

How Pre‑Launch Enrollment Works

1. Create the product listing — After entering all required attributes in Seller Central, the seller notes the newly generated ASIN. Example: A private‑label kitchen gadget brand creates ASIN B09XYZ1234 on March 1.
2. Navigate to the Vine enrollment page — Instead of waiting for the listing to go live, the seller clicks the “Enroll in Vine” link, selects the eligible ASIN, and submits the request. Example: The same brand clicks “Enroll in Vine” on March 2 and confirms the ASIN.
3. Amazon distributes sample units — Amazon adds the ASIN to its internal pool of Vine Voices, who receive a free unit to test. Reviewers have a set period (typically 2‑4 weeks) to evaluate the product.