Amazon Vine for sellers: cost, requirements and how to enroll
A new product with zero reviews is hard to sell. Amazon Vine is Amazon’s own way to get early reviews: you give free units to invited reviewers — Vine Voices — and they post honest reviews.
What it costs
You pay per parent product (child variations are free):
| Units offered | Enrollment cost (US) |
|---|---|
| Up to 2 | $0 |
| 3–10 | $75 |
| 11–30 | $200 |
- You’re not charged until 30 days after enrollment and after your first review is published.
- If you get no Vine review within 90 days, you aren’t charged.
- You also give away the units themselves.
New sellers who enroll a brand in Brand Registry can get a $200 Vine credit — see Amazon’s new seller incentives.
Who can use Vine
You need:
- a Professional selling account;
- a Brand Representative or Reseller role for a brand enrolled in Amazon Brand Registry — or generic products in your catalog;
- eligible FBA offers. Vine only works with FBA, so Amazon can keep reviewers anonymous.
See Amazon Brand Registry requirements and Amazon selling plans.
Which products qualify
- An FBA listing, with an image and description.
- Fewer than 30 reviews on the product page.
- If the product belongs to a brand, the brand must be in Brand Registry.
- Adult, digital and bundled products aren’t eligible.
- FBA inventory must be at Amazon fulfillment centers before units can ship to Vine Voices.
How to enroll
- In Seller Central, hover over Advertising and select Vine.
- Pick a recommended product or search for an eligible FBA ASIN.
- Set the number of units (up to 30) and select Enroll.
- Track claimed units and reviews on the Vine dashboard.
You can enroll a new product before launch — as soon as you have a customer-ready FBA listing with a future launch date. Amazon recommends enrolling and having inventory in its network at least three weeks before launch.
Cancelling
- No units claimed yet: you can cancel from the Vine dashboard and re-enroll later.
- Units already claimed: you can only stop enrollment so no more are claimed. Reviews may still be posted for claimed units, and you can’t re-enroll that product.
What to expect
Vine Voices give honest reviews — Amazon doesn’t control what they write, so a weak product can get weak reviews. Vine works best for products you’re confident in. Vine is available in the US, Canada, UK, France, Germany, Italy, Spain, Australia and Japan stores.