Vine

Vine is Amazon’s official product review generation programme designed to improve review quality and accelerate early social proof for new or under reviewed ASINs.
Participants must be brand registered and the ASIN must meet Amazon’s eligibility requirements.

Vine reviewers, called Vine Voices, are selected by Amazon based on:

• consistent high quality reviews
• verified purchase history
• helpfulness ratings from other customers

They receive products at no cost and are required to leave honest, unbiased reviews within a certain timeframe.
Amazon strictly prohibits vendors or sellers from influencing, editing, or requesting positive feedback.

Benefits for sellers and vendors:

• Accelerates early review count for new ASINs
• Increases conversion rate and organic ranking
• Provides high quality, descriptive reviews
• Boosts customer trust and purchase confidence
• Supports launch success and PPC efficiency

Key eligibility requirements:

• ASIN must be brand registered
• FBA required (Amazon distributes units to Vine Voices)
• Price under 2000 USD
• No adult, hazardous, or restricted categories
• Must have fewer than 30 reviews to enroll

Costs:
Vendors and sellers pay a program fee per ASIN (varies by marketplace).
Products themselves are provided for free to reviewers.

Common use cases:

• new product launches
• product variations with low review counts
• ASINs with strong potential but low social proof
• boosting retail readiness for high traffic periods

Example:
A brand launches a new kitchen gadget and enrolls 30 units into Vine.
Vine Voices receive the product and publish detailed reviews within weeks, raising the ASIN’s review count from 0 to 25, significantly improving conversion.

Why It Matters:
High quality, early social proof is critical for ranking, conversion, and advertising efficiency.
Vine helps legitimate brands establish credibility quickly, especially in competitive categories.

In short:
Vine is Amazon’s trusted reviewer programme where sellers submit products for honest reviews from vetted Vine Voices to boost early social proof and improve product performance.