Amazon Vine Program Update 2025: What Sellers Need to Know

TL;DR

• Amazon's Vine Program update allows sellers to get Vine reviews before launch, starting June 2025, boosting visibility and trust right from Day 1.

• Up to 30 authentic reviews can be gathered before the product goes live, providing immediate social proof.

• The update expands Vine access to authorized resellers enrolled in Brand Registry, opening opportunities for more sellers.

• Sellers must have FBA-fulfilled products with fewer than 30 reviews to qualify.

• Vine reviews help improve product ranking on Amazon, giving products a competitive edge with early social proof.

• Ensure your product listings are well-optimized to maximize the effectiveness of Vine reviews and drive more sales.

Over 90% of Amazon customers rely on customer reviews to make purchase decisions. So, what if you could start your product launch with 30 high-quality reviews before your product even goes live?

Introducing Amazon's Vine Program update for 2025, this game-changing feature allows sellers to get authentic reviews from trusted Vine Voices even before their product hits the marketplace. With Vine reviews on your product’s first day, you can build immediate trust and credibility, boosting both sales and product ranking on Amazon.

This blog dives into how the Vine Program works, how you can use it to supercharge your launch, and the benefits of leveraging Vine reviews to get ahead of the competition.

Get ready to explore how you can use this powerful tool to boost visibility, improve your product ranking, increase sales, and start your launch off strong.

What is the Amazon Vine Program?

Amazon Vine Program is an exclusive initiative designed to help sellers get early reviews on their new products. It connects sellers with top-rated reviewers known as Vine Voices who receive free products in exchange for honest, unbiased feedback. 

These reviews are valuable because they come from trusted sources and help boost your product’s credibility right from the start.

To participate in the Vine Program, there are a few eligibility requirements:

• Amazon Brand Registry: You need to be registered in Amazon’s Brand Registry to access the Vine Program.

• Fulfillment by Amazon (FBA): Your products must be fulfilled by Amazon (FBA) for enrollment.

• Less than 30 Reviews: The product must have fewer than 30 reviews when you enroll. This is to ensure that new or lesser-known products can benefit from the program.

By enrolling, sellers can quickly gain visibility and authentic reviews that help increase trust and drive sales for their products.

How does it work?

The Amazon Vine Program connects sellers with trusted, top-rated reviewers known as Vine Voices. Sellers submit their products to the program, and Vine Voices receive these products for free in exchange for honest, unbiased reviews. 

Once the product is received, Vine reviewers test the product and post their feedback on Amazon. These reviews are marked with a "Vine Customer Review of Free Product" badge, signaling authenticity. 

This helps build customer trust from the start. Vine reviews are often detailed and can provide valuable insights for improving your product. Sellers can monitor these reviews to gauge customer perceptions, improve their offerings, and enhance product listings.

The Vine Program helps new products gain visibility and credibility quickly, making it a powerful tool for sellers looking to grow.

Amazon’s June 2025 update: Get Vine reviews before launch

Starting June 2, 2025, Amazon is rolling out a game-changing update to the Vine Program, which will be fully effective by July 1, 2025. This update allows sellers to receive authentic Vine reviews before their product goes live.

This means that once you enroll in the program, Vine Voices can submit reviews before your product is even available to customers, allowing your product to launch with up to 30 real reviews on Day 1. This is a huge win, especially for new products, as it provides immediate social proof and helps build trust with potential buyers from the get-go.

The update also expands Vine access to authorized resellers who are enrolled in Brand Registry. Now, Professional Selling Partners acting as Resellers or Brand Representatives can enroll products in Vine, as long as the items are FBA-fulfilled, in “new” condition, and have fewer than 30 reviews.

This change allows resellers to benefit from early reviews, boosting their product’s visibility and increasing its chances of success. This update enhances the Vine Program by offering more sellers the chance to gain valuable reviews and improve visibility right from launch.

What does this update mean to the sellers?

With Amazon's June 2025 update to the Vine Program, sellers now have a powerful opportunity to improve their product launch process and boost sales from day one. 

#1 Immediate social proof and trust

Before the update, sellers often struggled to get reviews immediately after launch, making it harder to gain initial momentum. Now, with Vine reviews coming in before the product goes live, sellers can start with up to 30 authentic reviews right on Day 1.

Let’s say you’re launching a new kitchen gadget priced at $30. You enroll the product in the Vine program, and before it’s even available for sale, you’ve already got 30 genuine, high-quality reviews from Vine Voices.

This gives your product an instant reputation boost, as new customers are more likely to trust products with multiple positive reviews.

#2 Expanding opportunities for resellers

Previously, only brand owners could take advantage of Vine. With this update, authorized resellers enrolled in Brand Registry can also participate in the program. This opens up new avenues for resellers who sell popular brands or niche products.

A reseller offering a well-known fitness brand’s product can now enroll the product in Vine and secure early reviews. The resellers benefit from the credibility associated with these reviews, making it easier to compete with other sellers and improve their product’s visibility.

#3 Improved visibility and increased sales

By getting authentic reviews early, products stand a better chance of ranking higher on Amazon’s search results. As reviews accumulate, Amazon’s algorithm tends to favor products with strong social proof, increasing the likelihood of sales.

A new phone case with Vine reviews could quickly rise in Amazon’s search rankings due to positive early reviews. As a result, the product receives more exposure and attracts more buyers, leading to more sales and a higher organic ranking over time.

Benefits of getting Vine reviews before launch

With Amazon's recent update allowing Vine reviews before launch, you can now enjoy several benefits that will help your product gain traction faster.

• Boosts visibility: Early reviews create immediate social proof, making your product appear more credible and reliable. This visibility helps attract potential buyers who are more likely to trust a product with positive feedback right from the start.

• Faster product adoption: By receiving up to 30 authentic reviews before your product is even live, you can jump-start sales and improve your product’s ranking on Amazon. The boost in reviews helps your product get noticed faster, leading to quicker adoption by customers.

• Trust and confidence: Vine reviews help build trust for new products, making them more appealing to potential buyers. Customers are more likely to purchase when they see real feedback from trusted Vine Voices, which increases the likelihood of conversions and long-term success.

How to enroll your product in the Vine program

Enrolling your product in Amazon’s Vine Program is a straightforward process, but there are some key steps you need to follow to ensure your product is eligible. Here's how to do it:

• Create your listing: Start by creating a product listing on Amazon Seller Central. The product must already be listed and available for sale, even if it’s not yet live.

• Ensure product eligibility: Your product must be Fulfilled by Amazon (FBA) and should be a new listing with fewer than 30 reviews. This is essential for the Vine program to consider your product eligible.

• Navigate to enroll a product in Vine: Once your product listing is live and eligible, go to your product’s details page in Seller Central and look for the Enroll a Product in Vine option under the advertising section.

• Complete the enrollment process: Follow the prompts to enroll your product in Vine, and make sure to check all the requirements, like providing product information and confirming the eligibility criteria (e.g., FBA, first-time listing).

Once your product is enrolled, Vine Voices will begin reviewing it, helping you gain authentic feedback before the launch.

Things to consider before enrolling

Before enrolling in the Vine program, there are a few important things to consider:

Costs and fees: Understand any fees associated with the Vine program, including enrollment costs and product shipment fees to Amazon.

Eligibility requirements: Ensure your product is eligible, such as being an FBA product with fewer than 30 reviews and meeting other criteria.

Timing: Consider when your product will be available for sale, as Vine reviews can only be left once it’s live.

Managing feedback: Be prepared to handle customer feedback and ensure it is constructive, helping to improve your product and brand reputation.

Best practices for leveraging Vine reviews

#1 Optimize your product listings

Before enrolling in the Vine program, ensure your product listings are well-optimized. This includes using high-quality images, clear and detailed product descriptions, and relevant keywords. Amazon product listing optimization increases the chances of receiving impactful reviews, as customers will have a clear understanding of the product they are reviewing.

#2 Incorporate Vine reviews into marketing

Once you receive Vine reviews, make sure to leverage them in your product marketing and promotions. Highlight positive Vine reviews in your product descriptions, social media posts, and ads. This social proof can build trust with potential buyers and encourage more sales.

#3 Maintain a consistent inventory

Having Vine reviews is great, but it won’t help if your product is out of stock. Be sure to maintain consistent inventory levels and ensure your product is ready to meet customer demand. A steady supply of stock ensures that when reviews come in, customers can easily purchase the product and experience its quality for themselves.

By following these best practices, you can maximize the benefits of the Vine program, improving both visibility and sales while building trust with potential customers.

Final thoughts

Amazon's Vine Program update gives sellers a unique opportunity to gain authentic reviews before their product goes live, boosting visibility, building trust, and driving sales from Day 1. With up to 30 Vine reviews on launch day, your product can quickly gain traction, improve rankings, and increase conversions.

This update not only benefits brand owners but also opens the door for authorized resellers to participate. By utilizing these early reviews, you can strengthen your product’s reputation and outshine competitors.

Need help optimizing your Vine strategy? Reach out to our Amazon consultants today and unlock your product’s full potential.