Launching a new product on Amazon can be difficult. Customers often skip your listing if it lacks ratings, which quickly deters potential purchases. Reviews drive sales, but sales are required to get reviews. Social proof influences consumer behavior. Just a few initial reviews can greatly increase your conversion rates, since over 90% of consumers check reviews before making a purchase.
This is precisely why Amazon created the Amazon Vine program: to address these early-stage challenges and provide a structured path for gathering trusted reviews from a select group known as Vine Voices. This guide will clearly explain how the process works for sellers and for shoppers who want to join, ensuring a smooth understanding from both perspectives.
What is the Amazon Vine Program?
The Amazon Vine program is Amazon's system for obtaining honest reviews of new products by connecting sellers with trusted reviewers, known as Vine Voices.
Here's the simple breakdown of how the Amazon Vine Program works:
• First, sellers enroll their new items in the program.
• Next, Amazon offers these products to Vine Voices completely free of charge.
• In return, these reviewers test the products and write detailed, unbiased reviews.
You can easily spot their feedback on a product page by the special green badge that reads, "Vine Customer Review of Free Product." This badge indicates that the review originates from a vetted, credible source, helping you filter out the noise of fake feedback.
The Origin and Goal of Vine
Ultimately, Amazon created Vine to address two significant issues: fake reviews and the "zero review" challenge for new products. It provides Amazon Vine program sellers with a legitimate way to obtain those vital first reviews to kickstart sales, while shoppers receive in-depth, honest opinions.
Key 2025 Updates: Pre-Launch Reviews
Vine Voices are expected to provide frank assessments, whether positive or negative, and they are not compensated for their thoughts. Because they are known for giving frank comments, their reviews are quite important. A significant improvement in 2025 enables merchants to collect Vine reviews before a product's official launch, providing new products with a competitive edge.
How to Join the Amazon Vine Program in 2025
Joining the Amazon Vine program in 2025 looks different depending on whether you are a seller or a reviewer.
• For reviewers: Participation is by invitation only. There is no application process.
• For sellers: Enrollment is done through your Seller Central account.
This guide will cover both routes in detail, beginning with the reviewer experience.
How to Get Invited to the Amazon Vine Program
You cannot apply to the Amazon Vine program as a reviewer. Amazon automatically invites new "Vine Voices" based on the quality and helpfulness of existing reviews.
So, the real question is: How do you build a profile that Amazon will take notice of?
Amazon searches for trusted reviewers using "reviewer rank," based on your review count, quality, and especially "Helpful" votes from other shoppers.
Here are practical steps to build a trusted profile:
• Write detailed, genuine reviews. Explain your likes and dislikes, what you tested, and how the product compares to others.
• Add photos or videos that showcase the product's size, features, and any notable flaws to help others evaluate it effectively.
• Be honest. Don't give only glowing ratings; explain your reasoning, even for lower scores. Balanced reviews are viewed as more helpful.
• Review consistently. Steadily reviewing shows that Amazon considers you an engaged and reliable participant.
• Become an expert in a product category. Consistency in one area can increase your credibility with Amazon.
After being welcomed, you begin at the Silver Tier, where you can make up to three daily requests for items valued at USD 100 or less. You must review at least 80% of your Vine orders and at least 100 things in 6 months to advance to the Gold Tier (up to 8 items per day, no price limit).
What are the Eligibility Requirements for the Amazon Vine Program
For sellers, "joining" the program is different. You are enrolling your products for review, and this path is much more direct. Before you can enroll in a product, however, you and your item must meet several strict requirements.
Seller Account Requirements:
• You must have a Professional Selling Plan.
• You must be a brand owner enrolled in the Amazon Brand Registry. This is an essential step in demonstrating brand ownership.
• You must be listed as a brand representative in the registry.
Product (ASIN) Requirements:
• The product's page must contain fewer than 30 reviews.
• The product must be in "New" condition.
• You must have FBA inventory available in a warehouse.
• The product listing must be complete, with images, a title, and a description.
• The product must not be in an "Adult" category or certain other restricted categories.
If you check all these boxes, you will be able to access the Vine dashboard.
How to Sign Up & Log In for the Amazon Vine Program
You don't need a separate Amazon Vine program login. The tool is located directly within your existing Seller Central account.
Here is how you find it:
• Access your Amazon Seller Central account.
• Hover over the "Advertising" tab in the main navigation bar.
• From the dropdown menu, click on "Vine."
If you do not see this option, it is because your account does not meet the eligibility requirements. The most common reason is not being enrolled in the Brand Registry.
How to Apply for the Amazon Vine Program
Once you are on the Vine dashboard, "applying" is simply the process of enrolling in your first product. The system guides you through it, and it is very straightforward.
Here is the step-by-step enrollment guide:
• Go to the Vine Dashboard: Navigate to Advertising > Vine.
• Enter Your ASIN: In the enrollment box, type in the ASIN (Amazon Standard Identification Number) of the product you want to enroll in.
• Define the ASIN Family: If your product has variations (like different colors or sizes), you will enroll in the "parent" ASIN. Vine Voices can then often choose which variation they prefer.
• Set the Number of Units: This is the most important step. You will inform Amazon of the number of units you are willing to give away for free. You can enroll in between 1 and 30 units.
• Confirm Enrollment: Review the details and any associated fees, then click "Enroll."
That's it. Your product is now in the Vine "pool," and Amazon will make it available to Vine Voices who have shown an interest in your product category.
How Does the Amazon Vine Program Work?
Now that you understand what the program entails, let's examine the overall process. It's a clear cycle with steps for both sellers and the "Vine Voices" who write Amazon Vine program reviews.
Here is the entire lifecycle of a product in the program:
• Seller Enrolls: A seller lists a product in Seller Central and offers free units to the Vine program.
• Product Appearance: The product appears in the Vine portal within 24 hours. Only invited Vine Voices can see it.
• A "Voice" Claims It: A reviewer interested in the product category requests a free unit from the portal.
• Amazon Ships It: Amazon ships the product from its warehouse to the reviewer, like any regular order.
• Reviewer Writes a Review: The reviewer tests the product and writes an honest review within 30 days of receiving it.
• Review Goes Live: The review is posted on the product page, accompanied by a special "Vine" badge, so shoppers know it's from the program.
• Seller Tracks It: The seller can track the claimed items, published reviews, and ratings on their Vine dashboard.
The process ends once all free items are claimed or after 90 days. Sellers do not contact reviewers but use VOC Insight to gain insights and improve their products or listings.
How Much Does the Amazon Vine Program Cost?
The Amazon Vine program cost is a common question, and the answer varies depending on your eligibility. For sellers, it involves direct fees for enrolling products. For reviewers, on the other hand, the "cost" comes as a surprise during tax season.
Sellers pay a one-time fee for each parent product (ASIN) they enroll in. The good news is that the cost is only charged after the very first Vine review gets published.
Here is the 2025 fee structure based on how many units you give away:
• USD 0 (Free Tier): For enrolling in just 1 or 2 units. This is perfect for testing the program or for a very expensive item.
• USD 75 (Tier 2): For enrolling 3 to 10 units. This is a great option for niche products that just need a handful of reviews to get started.
• USD 200 (Tier 3): For enrolling 11 to 30 units. This tier is ideal for a major product launch where you want to establish strong social proof as quickly as possible.
Keep in mind that there are other costs as well. Sellers are also giving away the products for free and must still pay the standard FBA fulfillment fees for each item sent to a reviewer.
How Much Tax Does the Amazon Vine Program Cost?
This section is for reviewers, who are referred to as "Vine Voices." The products you receive are not simply "free" gifts. In the eyes of the IRS, they are considered taxable income. Here's how it works:
Amazon tracks the total value of all products ordered within a calendar year. This is referred to as the Estimated Taxable Value (ETV). If your total ETV for the year goes over USD 600, Amazon is required by law to send you (and the IRS) a Form 1099-NEC.
You must then report this amount as income on your tax return. For instance, if you receive USD 5,000 worth of products, you could easily owe hundreds or even over a thousand dollars in Amazon Vine program taxes, depending on your personal tax bracket.
In short, sellers view Vine as a marketing investment with clear fees. Reviewers, however, get products but must be prepared for the tax obligations. If you are invited to become a Vine Voice, it is always a wise idea to speak with a tax professional.
Is the Amazon Vine Program Worth It?
The Amazon Vine program remains a powerful and trusted tool.
For sellers, it is the best way to solve the "zero review" problem. The 2025 updates introduced new price tiers, making it easier than ever to obtain reviews and establish trust. It is the difference between launching a product and successfully launching a product.
For reviewers, it is a great chance to get new Amazon Vine products. However, it is not just a "free stuff" club. It entails significant tax obligations and a genuine dedication to creating high-quality reviews.
Vine is a vital part of the Amazon community, whether you are a seller developing a brand or a customer providing insightful feedback.
FAQs about Amazon Vine
Q1: How do you get invited to Amazon Vine?
You are unable to apply to Amazon Vine. You are invited only. Amazon invites customers who write positive evaluations. To get noticed, consistently write detailed, honest reviews for your regular purchases. The most important thing is to receive "Helpful" votes from other customers, as this boosts your reviewer rank and draws Amazon's attention.
Q2: How much do you get paid on Amazon Vine?
Vine Voices don't get paid money. Instead, they receive free products. However, these products count as taxable income. In the U.S., if you receive products with a total "Estimated Taxable Value" (ETV) exceeding USD 600 in a single year, Amazon is required to send you a 1099-NEC tax form.
Q3: How do you qualify for Amazon Vine?
For sellers, you must have a Professional Seller account and be in the Amazon Brand Registry. Your product must be new, use FBA, and have fewer than 30 reviews. For reviewers, there is no way to qualify yourself. Amazon must invite you based on your history of high-quality, helpful reviews.
Q4: How do I apply to become an Amazon tester?
You can't apply to be an Amazon tester through Vine. The program is strictly invitation-only. Any website offering an Amazon Vine program application is not real. The only path is to write helpful reviews for your own purchases and hope that Amazon eventually invites you to review others' products.
Q5: How many people are in the Amazon Vine program?
Amazon does not share the exact number of "Vine Voices." It's a private, invitation-only group. The number is kept small to ensure high-quality reviews. While it's likely in the thousands, this group is a tiny fraction of all Amazon shoppers, making the invitation very exclusive.
