Amazon recently announced an exciting update to its Vine program: sellers can now enroll eligible FBA products in Vine as soon as they create their product listings. This means that products can launch with up to 30 genuine customer reviews displayed on the product detail page from day one, eliminating the challenge of launching with zero reviews.
Under the new rules, sellers can register eligible FBA products in the Vine program before they are officially live for sale. Vine Voices, a group of experienced reviewers, will evaluate the products and provide authentic reviews, helping sellers establish credibility and shorten the time needed to build social proof. By the time the product officially launches, its detail page will already feature genuine customer feedback, giving sellers a significant advantage in the competitive marketplace.
Amazon is actively working to help sellers build customer trust faster and improve product conversion rates. For new products that lack historical reviews, this change is a major benefit.
What’s Changed in the Vine Program?
Before the Update:
Previously, sellers had to ship their FBA inventory to Amazon’s fulfillment centers and wait for the system to mark the products as “available for sale” before they could enroll in the Vine program. This process often took weeks, delaying the opportunity to collect reviews.
After the Update:
Now, sellers can enroll their products in Vine as soon as they create their FBA listings—even before the inventory has been shipped to Amazon or made available for sale. Once the inventory arrives at Amazon’s fulfillment center, it will automatically be distributed to Vine Voices for review.
This change eliminates the waiting time for products to go live, significantly shortening the review cycle.
How Can Products Launch with 30 Reviews on Day One?
The key lies in Amazon’s definition of a product’s “launch date.”
Amazon allows sellers to set a Launch Date in the product editing page. This date determines when the product becomes visible and available for purchase on the storefront. Even if the inventory is ready, sellers can choose to delay the launch date until reviews from Vine Voices are collected. By aligning the launch date with the completion of Vine reviews, sellers can ensure their product goes live with up to 30 customer reviews already displayed.
Important Considerations
While this update is a significant advantage, sellers should carefully plan their timeline to avoid delays in delivery to Vine Voices. If reviewers wait too long to receive the product, it may result in negative feedback. A good strategy is to enroll in Vine once the inventory is en route to Amazon’s fulfillment centers.
How to Use the Updated Vine Program
The updated Vine program is now live, and many sellers have already started using it to enroll products before inventory arrives. Here’s how to take advantage of this feature:
Create a High-Quality FBA Listing: Optimize your product detail page with professional images, videos, and keywords.
Navigate to Vine in Seller Central: Go to Seller Central > Advertising > Vine.
Enter Your ASIN: Select a review package (free/75$/200$) to enroll your product for up to 30 reviews.
Confirm Enrollment: Once your inventory arrives at Amazon’s fulfillment center, Vine Voices will receive samples and begin reviewing your product.
Launch with Reviews: On the first day your product goes live, customer reviews will already be displayed on your detail page.
For new products without natural reviews or brand recognition, Vine’s “pre-launch reviews” offer an invaluable opportunity to boost initial performance. By enrolling in Vine early, sellers can collect authentic customer feedback before the product officially launches, improving conversion rates and gaining a competitive edge.
Additionally, the reviews collected through Vine provide valuable insights into customer experiences. Sellers can use this feedback to refine product descriptions, improve product details, and iterate quickly in response to market demands. In the long term, this reduces trial-and-error costs and increases the likelihood of success for new products.
With this update, Amazon has made it easier than ever for sellers to build trust, accelerate sales, and launch products with confidence.
11 Jul, 2025
