Amazon Vine is Amazon's official review generation program for sellers and vendors. Brand Registry sellers can enroll new or low-review ASINs in Vine, provide units for free, and Amazon distributes those units to "Vine Voices" — highly trusted reviewers selected by Amazon based on their review history and helpfulness votes.
Vine Voices write honest, unbiased reviews. Amazon strictly prohibits influencing their opinions, and sellers cannot contact or select which Vine Voice receives their product.
How Vine Works for Sellers
- Enroll an eligible ASIN in Vine via Seller Central (Advertising → Vine)
- Set the number of units to provide (up to 30 units per enrollment)
- Ship units to Amazon FC; Amazon distributes them to Vine Voices at no cost to reviewers
- Vine Voices write reviews within 30 days
- Reviews post with the "Vine Voice" badge
Cost: Amazon charges $200 per parent ASIN enrolled in Vine (plus the cost of the units you provide for free).
When to Use Vine
Vine is most effective for:
- New product launches — getting 15–30 reviews before running paid traffic significantly improves conversion rate and ACOS
- Reformulated or improved products — break out of a low-rating history by creating a new ASIN and seeding it with Vine reviews
- Products that need detailed reviews — Vine Voices write thorough reviews that describe use cases, pros, and cons in depth
Vine vs. Request a Review
Request a Review (the button in Seller Central) asks verified purchasers to leave a review after they've bought and received the product. It's free and works at scale but depends on existing sales velocity.
Vine is for new ASINs with few or zero organic reviews. It provides reviews before organic sales volume exists. Use Vine to seed an ASIN at launch, then rely on Request a Review for ongoing velocity.
Limitations
- Reviews are honest — Vine Voices leave negative reviews if the product has issues. Do not enroll a product that isn't ready.
- No review guarantee — Vine Voices have 30 days to review; some may not review at all
- Not available for all categories — adult, digital, or heavily regulated categories are excluded
- Fee per ASIN — at $200 per ASIN, Vine is a product investment, not a marketing line item