Overview

Amazon has broadened its Vine review program to include authorized resellers, a privilege that previously belonged only to brand owners and first‑party vendors. The change takes effect across several Amazon marketplaces worldwide, allowing resellers with Brand Registry permission to enroll products for Vine reviews. Sellers who rely on early‑stage feedback to boost conversion should take note, as this opens a proven channel for generating credible reviews at launch.

Key Points

• Reseller eligibility — Resellers holding a brand’s authorization in Amazon Brand Registry can now submit products to Vine, ending the prior restriction to brand owners and vendors.
• Brand Registry prerequisite — Participation hinges on proof that the reseller is officially authorized by a Brand Registry‑enrolled brand, ensuring only legitimate partners gain access.
• Global rollout — The expansion covers multiple Amazon locales, giving resellers operating in Europe, Asia, and the Americas the same opportunity to run Vine campaigns.
• Unchanged enrollment steps — The workflow in Seller Central remains identical to the process used by brand owners, so existing knowledge transfers directly.
• Free‑product requirement — As with the original program, resellers must supply complimentary units for the Vine Voices to review.
• Potential ROI — Early reviews from vetted reviewers can lift conversion rates, especially for items with few or no existing ratings.

How Vine Works

1. Connect with Vine Voices — Amazon matches the enrolled ASIN with a curated pool of experienced reviewers. Example: A reseller lists a new kitchen gadget; Amazon assigns it to three reviewers who regularly evaluate similar products.
2. Provide complimentary units — The seller ships the agreed number of free items to Amazon’s fulfillment center, which then distributes them to the selected reviewers. Example: The reseller allocates two units per reviewer, totaling six units for the campaign.