A lot has already been written about the importance of reviews and ratings on Amazon. They are extremely relevant to the success of a product. The ranking and the conversion rate are just two values that are influenced by the number of (good) reviews. With Amazon Vine, the marketplace itself provides a tool with which Amazon sellers and vendors can receive sought-after reviews.
What is Amazon Vine?
According to Liuxers, Amazon itself describes Vine as the “product testers’ club”. Amazon customers who have distinguished themselves through many high-quality reviews are invited to this event. Through Vine, Amazon sellers have the opportunity to give products to these users for free and receive a review in return. While getting reviews for sellers is the exciting thing about Amazon Vine, Amazon cites another benefit: customers receive “honest and unbiased feedback from some of the most trusted reviewers on Amazon.”
How to Become an Amazon Vine Product Tester?
Participation in the Vine Product Tester Club as a customer is only possible via an invitation from Amazon. One of the most important criteria for being selected as a product tester is the “usefulness of the reviews”. If a customer’s reviews are often marked as helpful by other users, the chances of being selected as a Vine tester increase.
Experiences with Amazon Vine: Advantages and Disadvantages
We have often initiated Vine reviews for our customers’ products. Particularly for products that have not yet been published on Amazon or newly listed on the marketplace, Vine is a good way to receive reviews quickly and easily. It is also a big advantage that this is a measure for obtaining reviews that is permitted and desired by Amazon.
It can seem to be a disadvantage for some Amazon retailers that (as with normal reviews) they have no influence on the ratings. There is no possibility of contacting us if there is a negative review, as there is no direct contact between the dealer and the customer. Instead, the entire processing takes place directly via Amazon. In addition, Amazon Vine reviews are visible as such. They are identified by a green stripe that says “Vine customer review of a free product.” In addition, Vine product testers are not obligated to provide a review for a product received.
How does Amazon Vine work for retailers?
Sellers must meet these requirements for Amazon Vine:
- Amazon seller account in the “Professional” sales plan
- Completed trademark registration
- The product may have a maximum of 30 reviews
- Only products with “Fulfilled by Amazon” and “New” condition are eligible to participate
- Erotic items, digital products, and heavy and bulky items are excluded
- Items must already be released for sale to be registered
- The product must be in stock
Instructions: Use Amazon Vine as a seller
As an Amazon retailer, offering your own products on Amazon Vine and receiving reviews in return is comparatively easy. The corresponding point can be found in Seller Central under “Amazon Advertising” and “Vine”. Registration for the product tester program takes place on this page. In the next steps, the ASIN and the total number of products must be specified (max. 30 products are possible). Once Amazon has completed testing, the product is included in the pool of products to be tested. Amazon Vine product testers then have 30 days after receiving the goods to write a review.
How much does Amazon Vine cost for sellers?
Since October 2021, using Amazon Vine has been associated with costs. Amazon last updated the pricing structure for Amazon Vine in October 2023. Previously, the cost for each registered product was €170 – a maximum of 30 reviews were possible for this price. However, the full price was due even for just one review.
Amazon has now adjusted and staggered its prices. Basically, the Vine costs are calculated once per parent ASIN and depend on how many units are registered.
The Vine fees at a glance:
Registered units:
1 – 2 = €0 fee
3 – 10 = €70 fee
11 – 30 = €170 fee
It is important to note that only the number of registered units is decisive for the cost classification. For example, if a seller registers 5 units but only receives one review, they still have to pay a fee of €70.
When registering the products, the expected fee will be listed. The costs will then be charged by Amazon seven days after the first Vine review is published.
Conclusion: Use Amazon Vine for more reviews or not?
If you are convinced of your product and its quality (and we assume you are), you should consider participating in the Vine program and don’t worry about bad reviews. The Vine program is a good way for retailers to generate reviews quickly and easily. This is an enormous help, especially for new products, in asserting themselves in the fierce competition.
Amazon Vine FAQ
If you are convinced of your product and its quality (and we assume you are), you should consider participating in the Vine program and don’t worry about bad reviews. The Vine program is a good way for retailers to generate reviews quickly and easily. This is an enormous help, especially for new products, in asserting themselves in the fierce competition.
· When do the new Amazon Vine prices apply?
Amazon last adjusted Vine fees on October 19, 2023.
· Can I register an ASIN multiple times on Vine?
Each ASIN can only be registered once on Amazon Vine. For example, even if you cancel a registration, the ASIN cannot be registered for Vine again. Once you have registered, no further units can be added.
· Are there any costs if I don’t receive a Vine review?
No, fees are only charged by Amazon after the first Vine review has been published.
· Does Vine registration cost individually on each marketplace?
Yes, the Vine registration fee is charged individually on each country marketplace.
· Are there additional shipping and selling fees for Vine products?
Yes, Amazon shipping fees and percentage sales fees also apply to Vine products.
· Where can I find an overview of my Vine fees?
You can find the fees incurred in Seller Central under: Reports > Payments > Transaction View > Vine Registration Fees
· Why can’t I participate in Vine with FBM products?
This is due to the anonymity that Amazon wants for Vine product testers. There should be no direct contact or communication between the seller and the Vine reviewer.
