top of page

Amazon Vine Review Program: Should Your Brand Use It?

  • Writer: Allison Johnson
    Allison Johnson
  • 5 days ago
  • 2 min read


What Is Amazon Vine?

Amazon Vine is a review program that helps eligible products build an initial base of customer reviews. Brands provide free units of a product to selected Amazon reviewers, called Vine Voices. Reviewers try the product and leave an honest review. Reviews are not guaranteed to be positive, but they are usually fair. 



Why Use Vine?

Products with few or no reviews can be difficult to sell. Vine can help your brand:

  • Build trust with shoppers

  • Generate early reviews for a new product

  • Improve the amount of information on the product page

  • Collect useful feedback about the product, packaging and instructions

  • Support new or slow-moving ASINs


Amazon reports that products enrolled in Vine may receive up to 30 reviews and can see sales increase by up to 30%.*



How Does It Work?

You choose an eligible ASIN and make units available to Vine reviewers.

Units Enrolled

Amazon Fee

1–2 units

Free

3–10 units

$75

11–30 units

$200

You are also responsible for the cost of the products and applicable FBA fees.

Enrolling units does not guarantee the same number of reviews. Reviewers choose which products they want to try.



Is My Product Eligible?

In general, the product must:

  • Be connected to a Professional seller account

  • Be associated with a brand registered in Amazon Brand Registry

  • Have an active FBA listing

  • Have fewer than 30 reviews

  • Include product images and a description

  • Not be an adult or digital product


Some products that require another separately purchased item to work may not be eligible.



Should My Brand Use Vine?

In most cases, Ridgeline Insights recommends Vine for new products or products with very few reviews.


However, we may recommend waiting if the product:

  • Is highly technical or easy to misunderstand

  • Requires complicated setup

  • Depends on another product to work

  • Has unclear instructions

  • Has unresolved quality or packaging issues

Vine reviewers provide honest feedback. If the product or listing is not ready, negative reviews can make a new launch more difficult.



Ridgeline Insights’ Recommendation

Use Vine when the product is fully tested, the listing is clear, and the customer experience is ready. Vine can be an effective way to establish early trust and reviews, but it should not be treated as a way to purchase positive ratings.


*Amazon Vine data is based on Amazon internal studies and may vary by product, category, and enrollment level. Source: Amazon Vine program information.


 
 
bottom of page