For years, Amazon Vine has been one of the most trusted programs for generating authentic, verified customer reviews. However, it was primarily designed for brand owners enrolled in the Amazon Brand Registry. This left a huge gap for resellers sellers who don’t manufacture or own the brand and who wanted to launch products with the credibility that only genuine reviews can provide.

That’s now changing.
In 2025, Amazon announced a major update to Vine, allowing eligible resellers to enroll products in the program and gather reviews before a product fully launches. This is a game-changer for sellers competing in crowded categories, where early social proof can make or break a product’s success.

In this guide, we’ll break down:

• What the Amazon Vine Program is.

• How resellers can now use it.

• Eligibility criteria for reseller participation.

• Step-by-step enrollment process.

• Best practices to maximize your results.

• Potential pitfalls and compliance tips.

What is Amazon Vine?

Amazon Vine is a review generation program where pre-screened Amazon reviewers, known as Vine Voices, receive free products in exchange for honest, unbiased reviews.

Key points:

• Vine Voices are invited by Amazon based on their reviewer history and trustworthiness.

• Reviews are authentic and unbiased. Amazon doesn’t pay reviewers, and sellers can’t influence the content.

• Products are given to reviewers for free, but sellers bear the cost of the product and shipping.

Traditionally, Vine has been one of the safest and most Terms of Service–compliant ways to get early reviews for a product.

What’s New for Resellers in 2025?

Until recently, Vine was limited to brand owners with active trademark protection and Brand Registry enrollment. Now, Amazon has opened the door for resellers who meet certain criteria to participate.

What this means:

• Resellers can list an eligible product, enroll it in Vine, and send units to Vine Voices.

• Reviews can appear before the product officially launches, giving it a sales boost from day one.

• This levels the playing field between brand owners and resellers in competitive niches.

Why This Update Matters for Amazon Resellers

If you’re a reseller, you know that no reviews = no sales in most competitive categories. Launching with zero feedback often leads to:

• Low click-through rates (CTR) from search results.

• Struggling to win the Buy Box.

• Slow organic ranking growth.

Now, with Vine access:

• You can kickstart sales velocity.

• Build trust with potential buyers instantly.

• Improve organic ranking by having sales and reviews early.

Amazon Vine Eligibility for Resellers

Not all resellers can enroll in Vine; there are strict requirements:

1. Professional Seller Account
   You must be on Amazon’s Professional selling plan.

2. Fulfillment by Amazon (FBA)
   Vine only supports FBA listings, not FBM (Fulfilled by Merchant).

3. New or Low-Review ASINs
   Eligible ASINs must have:

   • Fewer than 30 reviews.

   • No previous enrollment in Vine for that ASIN.

4. Product Condition

   • Must be in new condition.

   • No used or refurbished items.

5. Category Restrictions
   Some categories (e.g., adult products, dangerous goods) are excluded.

6. Listing Completeness

   • High-quality product images.

   • Accurate title, bullet points, and description.

   • Valid UPC or EAN.

How the Vine Enrollment Process Works for Resellers

Here’s the exact step-by-step guide for resellers to start using Vine:

Step 1: Create Your Product Listing

• Ensure it’s fully optimized with images, keywords, and bullet points.

• Keep it professional. Vine reviewers are detail-oriented.

Step 2: Check Eligibility

• Go to Seller Central > Advertising > Vine.

• Search for your ASIN to confirm eligibility.

Step 3: Enroll in Vine

• Select your ASIN.

• Specify the number of units you want to provide to Vine Voices.

• You can enroll up to 30 units per ASIN.

Step 4: Ship Inventory to FBA

• Units must be in FBA inventory for reviewers to receive them.

• Remember: you bear the cost of goods and FBA fees.

Step 5: Wait for Reviews

• Vine Voices will request your product.

• They have 30 days to post their review after receiving it.

• Reviews can be positive, neutral, or negative you can’t control them.

Best Practices for Resellers Using Vine

Getting into Vine is just step one. Here’s how to maximize its impact:

1. Perfect Your Listing Before Enrollment

• Vine reviewers will scrutinize your product.

• Misleading descriptions = negative reviews.

• Use clear, lifestyle, and close-up images.

2. Choose the Right Product

• Avoid enrolling low-quality products. Vine reviews can’t be deleted just because they’re negative.

• Start with a product you know meets or exceeds customer expectations.

3. Plan for Inventory Costs

• You’re essentially giving away 30 units for free.

• Choose products with a strong profit margin and long-term sales potential.

4. Time It Right

• Enroll before your official launch so reviews land on day one.

• This helps in organic ranking boosts from the start.

5. Use Reviews in Marketing

• Highlight Vine reviews in A+ Content and external ads.

• Share screenshots on social media and email marketing campaigns.

The Pros and Cons of Vine for Resellers

Pros:

• Instant credibility with authentic reviews.

• Compliance-safe way to gather early reviews.

• Boosted organic ranking from sales and reviews.

Cons:

• You can’t control review sentiment.

• Costs include free product + FBA fees.

• Some products may not be eligible.

Vine vs. Other Review Generation Methods

Real-World Example: Vine Success Story for a Reseller

Let’s say you’re reselling premium yoga mats. You enroll in 30 units in Vine before launch.

• Week 1: 10 Vine Voices request the product.

• Week 2: First reviews appear, averaging 4.8 stars.

• Week 3: Your CTR improves because customers see “10 ratings, 4.8 stars.”

• Week 4: Sales spike 40%, and organic ranking jumps from page 6 to page 1 for your target keyword.

Compliance Tips for Resellers

• Never try to influence Vine reviewers. Amazon strictly prohibits this.

• Don’t ask for positive reviews; only honest feedback.

• Make sure your product matches the listing exactly.

• Maintain enough inventory to avoid stockouts right after launch.

Future of Vine for Resellers

This update could signal a broader shift where Amazon:

• Expands Vine to more sellers.

• Introduces tiered Vine pricing for high-demand categories.

• Integrates Vine reviews with Amazon Live and influencer collaborations.

For now, resellers who act early can gain a competitive edge before everyone else jumps on board.

Amazon’s 2025 update to the Vine Program now allows eligible resellers, not just brand owners, to enroll new FBA products with fewer than 30 reviews and receive up to 30 authentic pre-launch reviews from Amazon’s trusted Vine Voices. By providing free units for review, resellers can boost trust, improve rankings, and drive early sales, though costs, eligibility limits, and lack of control over review sentiment remain challenges. This change offers resellers a powerful, compliant way to gain instant credibility and a competitive edge in crowded marketplaces.