Overview

Amazon has expanded its Vine program to include resellers, marking a significant shift in who can access one of the platform's most trusted review-generation tools. Previously limited to brand owners, the program now allows sellers who are authorized by a brand enrolled in Amazon Brand Registry to use Vine to generate authentic reviews for their newly listed products.

What Is Amazon Vine?

Amazon Vine is an invitation-only review program that connects sellers with a curated community of Amazon's most trusted and prolific reviewers, known as Vine Voices. These reviewers receive free products from participating sellers and, in return, publish honest and unbiased reviews. The program has long been considered one of the most effective ways to build early review momentum on new listings, as Vine reviews carry a special "Vine Customer Review of Free Product" badge that signals transparency to shoppers.

Unlike incentivized review schemes that violate Amazon's Terms of Service, Vine is fully sanctioned by Amazon and operates within the platform's review policies. This makes it one of the few legitimate pathways for sellers to accelerate the review process on new ASINs without risking account suspension or review removal.

Key Points

• Reseller access — Sellers who operate as resellers, not just brand owners, can now enroll products in the Vine program, provided they are authorized by a brand enrolled in Brand Registry.
• Multi-market availability — The expanded access appears to be rolling out across multiple Amazon marketplaces, broadening the reach for international sellers and resellers operating in different regions.
• Cold-start ASIN support — Amazon is specifically positioning this expansion as a solution for slow-start and cold-start ASINs, giving resellers a tool to overcome the initial review barrier that often hampers new product listings.
• Brand Registry authorization required — Resellers must be formally authorized by a brand that is enrolled in Amazon Brand Registry, ensuring that only legitimate, brand-approved sellers can leverage the program.

How to Enroll in Amazon Vine as a Reseller

The enrollment process follows the same workflow that brand owners have used, but is now accessible to authorized resellers through Seller Central. To get started, sellers need to navigate to the Vine section within Seller Central, which can be found under the Advertising menu. From there, the process involves selecting an eligible ASIN and clicking through the enrollment steps.