How to Get More Amazon Reviews with Amazon Vine

What is Amazon Vine

Vine is a program designed for new products launched on Amazon.

Reviews are an increasingly decisive factor for sales on the marketplace, but newly launched products obviously have very few (or none at all). Consequently, it often takes several weeks to obtain the first tangible results.

Amazon Vine allows you to accelerate this process, obtaining up to 30 reviews from users approved by the marketplace.

Important: every review goes through the normal moderation process according to Amazon Community guidelines before publication.

Vine was also created to counter the phenomenon of fake reviews against which Amazon has been fighting, with discrete success, for some years now.

In this article, we have explored the topic of Amazon reviews in depth.

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What are the criteria for enrolling a product in Vine?

As mentioned, Vine was designed primarily for products in the launch phase, or those for which the desired results have not yet been achieved.

To enroll products, the following criteria must be met:

• Be the brand owner or representative. It is not possible to enroll products from unregistered brands or generic brands;

• Offers must be managed with Fulfillment by Amazon (FBA);

• The product must have fewer than 30 reviews;

• The product must be active and have units available for purchase.

The Vine program cannot be activated for digital products, adult products, or bulky and/or heavy items.

Vine reviews are often very detailed, enriched with photos and videos, and are given greater prominence by Amazon.

How to enroll a product in Amazon Vine

Enrolling a product in Amazon Vine is very simple and fast.

• Shipping goods to logistics

  • As mentioned, the program only works with products managed via Fulfillment by Amazon (FBA). Therefore, before starting, you must restock your inventory;

Tip: send at least double the quantity of units enrolled in the program to ensure products are sent to reviewers and to cover early sales. In case of low flexibility on restocking, send triple or a higher quantity.

• Enrolling in the program

  • In your Seller Central account, go to “Advertising” → “Vine” and select the ASINs to enroll. From Vendor Central, instead, go to “Promotions” → “Amazon Vine”;

  • Choose the enrollment tier based on the number of units.

• Monitor progress

  • Reviewers have up to 90 days to write a review;

  • Publication timelines depend heavily on the type of product and the time needed to test its quality or, for example, durability;

  • You can monitor campaign progress at any time, checking how many units were ordered by reviewers, how many reviews were published, and any alerts for restocking.

How the Amazon Vine page looks during a campaign

How much does Amazon Vine cost?

Amazon Vine, unfortunately, is not free. However, especially by obtaining good reviews, the ROI is very high.

For each ASIN enrolled, three main cost items should be considered:

• Cost of the product, which is sent to the reviewer for free;

• Cost of logistics, which depends on the weight and dimensions of the item (as with traditional orders);

• Vine enrollment fee, a summary of which is provided below:

Tier	Enrolled units	Maximum reviews
High (€170)	11–30	30
Mid-range (€70)	3–10	10
Free	1–2	2

Please note: the tier cost refers to each ASIN enrolled. Therefore, if enrolling multiple ASINs, the tier cost must be multiplied.

What you should know before enrolling a product

Vine is a very powerful tool, but it must be used with caution.

Reviews are authentic and often very detailed. Reviewers have every interest in providing objective and in-depth contributions to increase their score and climb positions within the program.

So, while on one hand it represents an excellent launchpad, on the other hand it could crush sales before they start.

• Only enroll products you trust, unless the purpose of the program is specifically to get market feedback;

• Make the most of the program by enrolling 30 units. Ultimately, it's a fee of €5.66 per unit + the shipping of the free sample;

• Optimize product detail pages before enrolling the product because Vine voices, like regular customers, have expectations that must be met. If the product is very niche, describe the target audience and strengths well;

Discover here how to optimize a product page for SEO.

Optimize your product page and ensure the product is available for purchase

• Set the price correctly. Even if Vine voices receive the product for free, they very often write a comment about the retail price;

• Don't expect to receive only 5-star reviews, even if the product quality is superlative. Sometimes, a 3 or 4-star review can be more effective than a 5-star one. It appears more authentic, perhaps criticizing aspects irrelevant to most other customers and generally bringing benefits;

• Analyze competitor reviews, especially those who have participated in the program. By doing so, you can understand which aspects to work on before enrolling the product, preventing potential criticism.

How Amazon Vine works for products with variations

Reviews are considered at the parent level, and therefore variation groups cannot accumulate more than 30 Vine reviews.

To be precise, in a note from April 2025, Amazon re-specified how the number of reviews cannot exceed the maximum for the tier in which a single child is enrolled. For greater clarity, Amazon itself provided 3 examples:

This update was introduced to counter sellers who used to enroll products in Vine individually, and then join them in a variation only later, exploiting multiple enrollments in lower tiers.

Conclusion

Amazon Vine is an essential program for those who want to manage a product launch on Amazon, give a boost to a product that hasn't taken off, or simply gather market feedback. Although enrolling in the program only takes a few clicks, there are several best practices that should be followed to make the most of it. If you have other questions or need support with your Amazon account, don't hesitate to contact us!

Can any product be enrolled in Amazon Vine?

No, there are some requirements to meet. Mainly, the product must not have been enrolled previously, must have fewer than 30 reviews, and must have a registered brand.

Is Amazon Vine essential for increasing sales on Amazon?

Amazon is increasingly competitive, so it is indispensable to leverage every tool provided by the marketplace, especially during the launch phase.

Does Amazon Vine also help me with advertising campaigns?

Indirectly, certainly. Reviews can significantly increase the conversion rate, thus decreasing spending on advertising campaigns.

Why is not enrolling in Vine much more expensive than doing so?

The launch phase can be very slow and Amazon Vine allows you to skip stages, reducing opportunity cost. Furthermore, by increasing the conversion rate, it allows you to maximize advertising spend.