Overview

Amazon Vine is an invitation-only review program that allows brand-registered sellers to provide free products to trusted reviewers, known as Vine Voices, in exchange for honest and unbiased reviews. Enrolling products in Vine can help new listings gain early review traction, which is often one of the biggest hurdles sellers face when launching a product on Amazon.

Key Points / What Sellers Need to Know

• Brand Registry required — Only sellers enrolled in Amazon Brand Registry can access the Vine program. This is a prerequisite before any product can be submitted for Vine reviews.

• Enrollment fees apply — Amazon charges an enrollment fee per parent ASIN enrolled in the program. Sellers should factor this cost into their product launch budget.

• Unit limits per enrollment — Sellers can enroll between 1 and 30 units per standalone ASIN. For variation-based listings, sellers can choose which child ASINs to include.

• Enrollments are final — Once an enrollment is submitted, sellers cannot add or remove product variations or change the quantity of units. Double-check all details before confirming.

• Vine reviews are unbiased — Vine Voices are not required to leave positive reviews. They provide honest feedback, which means sellers should ensure their product is launch-ready before enrolling.

How the Enrollment Process Works

To enroll a product in Amazon Vine, sellers navigate to the Vine section within Seller Central's Advertising menu. From there, they enter the ASIN they wish to enroll and initiate the enrollment process. The system will verify eligibility and display the product details for confirmation. Sellers should carefully review the product information displayed on the enrollment details page before proceeding, as errors at this stage cannot be corrected after submission.

For standalone ASINs, sellers simply specify the number of units they want to make available to Vine Voices, choosing anywhere from 1 to 30 units. For products with variations, the process includes an additional step where sellers select which specific variations to include. Amazon recommends enrolling all eligible variations, as this gives Vine Voices the flexibility to choose the variation they prefer, which can lead to more diverse and insightful reviews across the product family.