What is Amazon Vine?
Amazon Vine is an invitation-only review program where Amazon sends products from enrolled brands to trusted reviewers, called Vine Voices, who get the item at no cost in exchange for an honest review.
Brand owners in Brand Registry enroll a parent ASIN and choose how many units to give, up to 30. Amazon picks the reviewers and ships them units from your FBA stock. You cannot choose or contact them, their reviews carry a Vine label, and they can leave any star rating.
The usual eligibility rules: the product has fewer than 30 reviews, is fulfilled by Amazon, is new and buyable on the detail page. Amazon charges an enrollment fee per parent ASIN that depends on the number of units enrolled; check the current amount in Seller Central.
Why it matters
A new listing with no reviews converts poorly, which makes every ad click more expensive. Vine is a policy-compliant way to get the first reviews in, and Vine Voices often add photos and detail. Reviews are generally shown across a variation family, so the whole family benefits.
Common mistake
Enrolling before the product and listing are ready. Vine Voices write about what they receive, flaws included, and a cluster of early three-star reviews is hard to recover from. Fix packaging, instructions and the listing first, then enroll. Our guide to increasing Amazon sales covers where reviews fit into growth.