TL;DR
- Humans are wired to follow what others do and say, especially in trends and shopping habits.
- Even on trusted platforms like Amazon, buyers need extra reassurance through reviews.
- The Amazon Vine program helps sellers build trust by providing unbiased reviews from trusted voices.
- Vine reviews offer detailed feedback that can boost product credibility and sales.
- If feedback isn’t positive, use it to improve your product before re-launching.
Humans are no better than sheep. I know, that sounds offensive to the entire human race, but it’s true. We’re hardwired to follow what others do and say.
Look at fashion trends. One day, no one is wearing a particular style, and the next, everyone is.
Remember fidget spinners? A toy no one cared about became an obsession almost overnight because everyone had one.
It’s the same with social media challenges. We see someone do something, and suddenly, we all have to try it.
This herd mentality doesn’t just stop with trends—it carries over to how we shop.
Even on Amazon, where trust is built into the platform, people need that extra layer of reassurance. Sure, the product might look great. The description sounds perfect. But before they click “buy now,” they need to see what others think. We need to know that a bunch of people, just like us, are giving it a thumbs-up. It’s like we need the crowd’s approval before we make a move.
That’s why customer reviews matter so much. It’s not just about Amazon’s trust—it’s about hearing from people who’ve already made the leap. And that’s exactly where the Amazon Vine program comes in.
Quick guide
- What is the Amazon Vine program?
- How does it work?
- Eligibility requirements for the Amazon Vine program
- Amazon Vine costs
- How to join Amazon Vine program
- Things to consider before joining the Amazon Vine program
- How the Vine reviews appear on Amazon
- Pros and cons of Amazon Vine program
- Frequently asked questions for Amazon Vine program
- Other ways to get reviews on Amazon
What is the Amazon Vine program?
Amazon Vine offers a chance to gather unbiased feedback on their products. These reviews provide the social proof needed to build trust with potential buyers.
Vine reviews come from a select group of trusted reviewers, known as Vine Voices, who are invited to the program based on the quality of their past reviews.
In fact, Amazon data shows that Vine reviews can increase sales by up to 30%.
The program works by sending free products to Vine Voices, who then share their honest opinions. Amazon carefully selects these reviewers based on factors like reviewer rank, the helpfulness of their reviews, and their overall reputation.
This system ensures that only top-tier reviewers participate, keeping the feedback reliable and transparent.
Although participation isn’t free for sellers, it’s an investment that can help build credibility and drive sales.
While the specifics of how Amazon chooses Vine Voices are kept secret, the result is a review system that sellers can’t manipulate. Unlike the now-terminated Early Reviewer Program, Amazon Vine was created to prevent biased reviews and maintain integrity in the review process.
How does it work?
Once you’re enrolled in Amazon Vine, the process is simple. A Vine Voice can request your product to review.
You’ll provide your product for free, and in return, you’ll get an honest review.
These reviews are often detailed and include images, giving potential buyers a clear picture of your product.
But remember, just because you’re offering your product doesn’t mean the feedback will always be glowing. Vine Voices are encouraged to be honest, which means they’ll share the good and the bad.
Here’s how it works:
- First, sellers enrol their products in the Amazon Vine program, agreeing to provide free products for review.
- Next, Amazon selects products based on criteria like product category, demand, and seller reputation.
- Once a product is selected, Vine Voices—trusted Amazon reviewers—are invited to choose which items they want to review.
- Each Vine Voice is limited in how many products they can select, making the process fair for all sellers.
- After a Vine Voice picks a product, Amazon ships it to them directly. The reviewer receives the product free of charge and must write their review within 30 days.
- Their review, complete with the special Vine badge, will then appear on your product page, letting customers know it was part of the Vine program.
While Vine Voices don’t get paid for their reviews, their reputation depends on honesty and quality. If a reviewer consistently submits low-quality or biassed reviews, they can be removed from the program.
This ensures that the reviews you receive are trustworthy, detailed, and helpful.
Eligibility requirements for the Amazon Vine program
To enrol in the Amazon Vine program as a seller, you need to meet certain criteria. First, your product must be eligible for inclusion, which means you agree to provide it for free in exchange for honest reviews.
It’s crucial that your seller account is in good standing, with no policy violations or performance issues. Maintaining a solid reputation on Amazon by delivering high-quality products and excellent customer service is key to being considered for the Vine program.
Here are the specific requirements for enrolling:
- You must have a professional selling account
- Your brand must be registered in Amazon’s Brand Registry
- The product must have fewer than 30 reviews and be in ‘new’ condition
- Only FBA (Fulfilled by Amazon) products are eligible
- Your product must already be launched and available for purchase
- The listing must include an image, title, and description
- Certain products, like adult items, digital software, and applications, are not eligible for the Vine program
Since 2019, sellers—previously limited to vendors—have been allowed to participate. However, even if you meet all the criteria, acceptance into the program is not guaranteed. Amazon reviews applications on a case-by-case basis.
By meeting these requirements, you can offer your product to Vine Voices and start receiving valuable feedback that could help boost your product’s credibility and sales.
Amazon Vine costs
Participating in the Amazon Vine program as an FBA seller comes with several costs that you’ll need to consider.
These expenses are associated with providing free products to Vine reviewers, covering shipping costs, and paying a one-time enrollment fee.
1) Product costs
The primary cost comes from providing free products to Vine reviewers. Depending on the value and number of units you enrol, this cost can significantly impact your profit margins. Sellers need to factor this in when deciding how many products to offer through Vine.
2) Shipping costs
As an FBA seller, you’re also responsible for shipping products to the Vine reviewers. These shipping expenses can add up, especially if you’re enrolling multiple products at once. Make sure to account for these costs when evaluating the overall benefits of the program.
3) Program fees
Amazon has recently updated its Vine program fee structure. As of October 19, 2023, sellers are charged a one-time enrollment fee based on the number of units enrolled. Here’s the breakdown:
- 1-2 units: $0
- 3-10 units: $75
- 11-30 units: $200
You will only be charged seven days after the first review is published. This fee structure is more flexible for sellers who might only need a few reviews to boost their product’s visibility.
Additionally, it’s important to note that the maximum number of reviews you can get through Vine is 30. If your product already has some reviews, you’ll only pay for the difference up to 30 reviews. For instance, if you have 20 reviews, you’ll only pay $75 for 10 additional reviews.
While these costs can seem like an investment, many sellers find the feedback and exposure gained through Vine to be worth it. However, remember that enrolling in the program doesn’t guarantee positive reviews.
Your product needs to be well-made, and your listing must be accurate and detailed to avoid negative feedback.
How to join Amazon Vine program
To set up Amazon Vine as an FBA seller, the process is straightforward but requires a few important steps. First, ensure you have an active Amazon Seller account in good standing. Once your account is set, it’s time to enrol your products in Vine through your Seller Central dashboard.
Here’s how you can do it:
Step 1: Log in to Seller Central
Navigate to the Advertising tab and click on Vine.
Step 2: Start enrolling your products
If your brand is registered, you’ll see a button labelled “Start enrolling products into Vine today!”. Click it.
Step 3: Enter your ASIN
On the next page, enter the ASIN of the product you wish to enrol in and specify how many units (up to 30) you’d like to make available for review.
Step 4: Track your enrollment
After enrolling, you can track your product’s progress through the Enrollment Details page in Seller Central by clicking the Details button.
Once you’re set up, Vine Voices will begin requesting your product within 24 hours. You’ll ship these free units to them, and they’ll provide honest reviews based on their experience. Amazon also allows brands to enrol up to 200 ASINs simultaneously, giving you the chance to reach even more customers.
Keep an eye on the feedback and use it to refine your product and listings. If you face any challenges during the process, don’t hesitate to reach out to Amazon Seller Support for help.
Things to consider before joining the Amazon Vine program
Before jumping into the Amazon Vine program, there are a few important things to keep in mind. Because while the program can offer big rewards, it’s not always the right fit for every seller. You need to weigh the costs, understand the potential risks, and prepare for honest feedback.
This is not just about getting reviews; it’s about giving your product the best chance to succeed. Some sellers thrive in the Vine program, but for others, it may not work out as planned. So, let’s break it down and make sure you’re ready.
Here’s what you should consider:
Cost of free products
You’ll need to provide free units for Vine reviewers, which can affect your profit margins.
Shipping expenses
Even though you’re offering the products for free, you still cover the shipping costs.
No guarantee of positive reviews
Vine Voices are encouraged to give honest feedback, which means you may get criticism.
Product eligibility
Your product must meet strict criteria, including being in ‘new’ condition and having fewer than 30 reviews.
Potential impact on inventory
Enrolling products in Vine requires sufficient stock, which can reduce your available inventory for regular sales.
By considering these factors, you’ll be better prepared to decide whether the Amazon Vine program is a smart move for your business.
How the Vine reviews appear on Amazon
When it comes to Vine reviews, they appear a little differently on Amazon than regular reviews. These reviews are marked with a special badge, so shoppers know they’re part of the Amazon Vine program. This badge helps signal that the review is unbiased, written by a trusted Vine Voice, and based on firsthand experience with the product.
These reviews can be detailed, offering a deeper dive into the product, often with images. And because Vine Voices take their role seriously, their feedback tends to carry weight with potential buyers. But whether the review is glowing or critical, it’s there to help future customers make a better-informed choice.
Here’s how the Vine reviews appear:
Add image
Vine badge
Each Vine review is labelled with a special badge, letting customers know it’s from the Vine program.
Detailed insights
Vine reviews often include thorough product descriptions, personal experiences, and sometimes images or videos.
Honest feedback
Since Vine Voices are independent reviewers, their feedback is genuine, whether it’s praise or criticism.
High visibility
Vine reviews are usually among the top-listed reviews, giving them more prominence on the product page.
These elements make Vine reviews stand out, giving shoppers confidence in what they’re reading and helping them decide whether to hit that “buy” button.
Pros and cons of Amazon Vine program
The Amazon Vine program offers both opportunities and challenges for sellers. It’s not just about throwing your products into the mix and hoping for good reviews. There’s strategy involved. There’s risk involved. And there’s a real potential for reward.
Some sellers see massive growth. Others may not. So, before you jump in, let’s weigh the pros and cons of Amazon Vine to help you decide if it’s the right move for your business.
Pros:
- More reviews
You can receive up to 30 reviews, which can help build credibility quickly.
- Higher-quality feedback
Vine Voices are known for their detailed, thoughtful reviews, often including photos or videos.
- Practical insights
These reviewers dive deep into the product, giving future buyers a clearer picture of what to expect.
- Boosts visibility
Products with Vine reviews tend to attract more attention, driving traffic and conversions.
Cons:
- No control over reviews
Vine Voices are independent, so you can’t influence whether their feedback is positive or negative.
- Limited to brand registered sellers
If you’re not enrolled in Amazon’s Brand Registry, you can’t participate.
- Enrollment fees
Depending on the number of units you offer, Vine can cost between $75 and $200 per ASIN.
So, is it worth it? That depends. If you need high-quality reviews and you’re willing to invest in providing free products, the Amazon Vine program can offer a significant boost. But remember, you won’t always get 30 reviews, and the feedback won’t always be glowing. Like any Amazon strategy, it’s about testing and seeing what works best for your business.
Frequently asked questions for Amazon Vine program
How quickly do you receive Amazon Vine reviews?
Once a Vine Voice receives your product, it can take 4-8 weeks for them to leave a review. This allows time for the reviewer to fully evaluate and use the product.
Do Amazon Vine reviewers have to leave a product review?
No. Vine Voices are not obligated to leave a review after receiving your product. While they are encouraged to, there’s no guarantee that all reviewers will provide feedback.
How many reviews can I receive through Amazon Vine?
You can receive up to 30 reviews per ASIN through the Vine program. If your product already has 10 reviews, Vine Voices can only add up to 20 more, bringing the total to 30.
Will Amazon Vine reviewers provide positive reviews?
There’s no guarantee of positive reviews. Vine Voices are known for their honest and detailed feedback. This means they may highlight flaws as well as strengths. Make sure your listing information is accurate to avoid negative feedback due to inconsistencies.
Can I remove an Amazon Vine review?
No, Amazon Vine reviews cannot be removed unless they violate Amazon’s terms of service. Even if a review is negative, sellers have no control over its removal.
How many ASINs can I enrol in Amazon Vine?
Sellers can enrol up to 200 ASINs in the Vine program at one time. This is an increase from the previous limit of 60 ASINs, allowing sellers to gain more reviews for multiple products simultaneously.
What products are restricted from the Amazon Vine program?
Products like digital software, adult items, hazmat goods, heavy or bulk items, and products that require additional purchases for evaluation are not eligible for the Vine program. Additionally, bundled products are generally not accepted.
Can I expect to receive all 30 reviews?
Not necessarily. While Vine allows up to 30 reviews, there’s no guarantee that every product will receive the full amount. Some products may receive fewer, and in rare cases, none.
Is there a way to boost my chances of getting more reviews?
Ensure your product listing is detailed and accurate. Vine Voices appreciate clear information and are more likely to leave a positive review if the product matches the description. High-quality images and detailed descriptions go a long way.
What happens if my product gets bad reviews?
If you receive negative reviews, use them as constructive feedback to improve your product or listing. Address any recurring issues and make necessary adjustments to avoid further negative feedback.
Other ways to get reviews on Amazon
Reviews build trust and ultimately drive conversions. But let’s be honest, getting those first few reviews can feel like a huge challenge, especially if you’re new to selling on Amazon. You want people to leave feedback, but Amazon’s strict rules make it tricky to ask directly. Still, there are several effective, ethical ways to encourage reviews without violating Amazon’s guidelines.
- Use the “Request a Review” feature on Amazon
Amazon provides a built-in tool that many sellers don’t even know about. In Seller Central, there’s a “Request a Review” button that allows you to send an official, Amazon-branded email to customers asking for a review. This is a simple, non-intrusive way to remind customers to share their experience. Since it’s built by Amazon, you don’t have to worry about violating any terms or guidelines.
The best part? The email is automatically formatted by Amazon, so you don’t have to write anything. Just go into your orders, click the “Request a Review” button, and you’re done.
But here’s the catch—you can only request a review between 5 and 30 days after a customer has received their product. So, make sure to keep an eye on your orders and don’t miss that window!
- Follow up with great customer service
Sometimes, the simplest things make the biggest difference. Providing excellent customer service can be one of the most effective ways to get reviews. When customers are happy with their purchase and experience, they’re more likely to leave positive feedback.
If a buyer reaches out with a question or concern, respond quickly and professionally. Solve their problems in a way that makes them feel valued. If you’ve gone above and beyond, they might just feel inclined to leave you a glowing review without you even asking for it.
While you can’t directly request a review in your customer service communication, being helpful and responsive makes it more likely that happy customers will review on their own.
- Include product inserts (the right way)
Including a product insert is another subtle yet effective way to ask for reviews. This involves putting a small card or note inside your packaging that politely requests feedback. The key here is to stay within Amazon’s guidelines, so don’t offer any incentives for reviews or ask for positive reviews only. Instead, simply ask customers to share their honest experience.
Your insert could say something like:
“Thank you for your purchase! If you’re enjoying our product, we’d love to hear from you. Your feedback helps us improve and allows others to make informed decisions.”
Short, sweet, and to the point.
Remember, you can’t offer any sort of bribe, like a discount or free product, in exchange for a review. This will get you into trouble with Amazon, and it’s simply not worth the risk. If you are not sure how to create product inserts the right way, it is best to hire Amazon sales consulting experts.
- Leverage your email list
If you’ve built up an email list from previous sales or customers who signed up for product updates, you have a valuable resource at your fingertips. A well-timed email to your existing customers can encourage them to leave reviews.
Your email can say something like:
“Hi [Customer Name],
We hope you’re enjoying [Product Name]! Your opinion is very important to us, and we’d love to hear about your experience. If you have a moment, please leave us a review on Amazon. It helps us grow and lets other customers know what to expect.”
Make sure your email is simple, friendly, and not pushy. And always follow Amazon’s guidelines—don’t offer any incentives for reviews, and don’t try to influence the customer’s opinion.
- Send follow-up emails through third-party tools
If you’re comfortable using third-party seller tools, you can automate follow-up emails after a customer makes a purchase. Tools like FeedbackWhiz, Helium 10, and Jungle Scout offer email automation features that send polite reminders to customers asking for reviews.
These tools allow you to customise your messages and set triggers based on when the customer receives their product. You can write an email that says:
“Hi [Customer Name],
We hope you’re loving your new [Product Name]! If you have a moment, we’d appreciate your feedback. Your review helps us and other shoppers make better decisions.”
Just be sure that you’re using these tools responsibly. Amazon has strict guidelines about how and when you can ask for reviews, so avoid any language that might seem like you’re pressuring customers. And never offer incentives in exchange for reviews.
- Offer excellent products (it sounds obvious, but it’s key)
In the end, the easiest way to get great reviews is to offer great products. If your product meets or exceeds customer expectations, they’re more likely to take the time to leave a review—especially if they’re thrilled with their purchase.
High-quality products that deliver on their promises generate more organic reviews. On the flip side, if your product is subpar, customers will be less motivated to share positive feedback and may leave negative reviews instead.
So, focus on delivering value. Make sure your product descriptions are accurate, your images are clear, and your product performs as advertised. Happy customers lead to happy reviews.
See you next week!
If you’re on the fence about whether to enrol your product in the Amazon Vine program, don’t be. Sellers with great products have nothing to lose. The feedback you get from Vine can be the boost you need to gain trust and build momentum. And in the worst-case scenario, if the reviews aren’t glowing, it’s not the end of the world. You can always take the listing down, use that feedback to make improvements, and come back even stronger.
And if you’re serious about scaling your business, getting those trusted voices behind your product can make all the difference. Need a little guidance to make the most of the program? Amazon experts from eStore Factory can help. We’ll help you navigate the ins and outs of Amazon success without any of the stress.
