First, let me briefly introduce the Amazon Vine program and how it works. The Amazon Vine program invites the most trusted reviewers on the Amazon platform to express their opinions on new products to help other buyers make wise purchasing decisions. Amazon will invite buyers to become special reviewers (also known as “VineVoice”) of the Vine program based on the depth of their reviews on the products they purchased on Amazon. Sellers participating in the program can provide free products to VineVoice so that these selected Vine Voices can publish buyer reviews for the products they apply for. In short, the Amazon Vine program provides sellers with a professional evaluation team officially organized by Amazon. It is not illegal to ask Vine Voice to do evaluations, and it is an officially recognized product evaluation method.
The previous Vine program was not open to ordinary third-party sellers, but now it has begun to open to ordinary sellers, and the threshold is gradually lowering. At present, if you want to join the Vine program, you must be a professional seller, have registered your brand with Amazon, and have Amazon logistics products that meet the requirements.
In addition, we need to ensure that the products registered for the Vine program should also meet the following standards.
①A brand registered in the “Amazon Brand Registry”.
②Fewer than 30 reviews on the product detail page.
③A purchasable Amazon logistics product in “new” state.
④Not an adult product.
⑤Published at the time of registration.
⑥In stock.
⑦With pictures and descriptions.
In addition to the above criteria, if the product has the following conditions, it should be excluded from the Vine program.
①Require buyers to bundle multiple products for delivery/review.
②Require reviewers to order other products separately before they can review; Accessories for widely used products (for example, shells for popular mobile phones) can be registered, but ink cartridges that match specific printers, or replacement batteries that can only be used in specific models of cameras cannot be registered.
③Inconsistent with the products listed on the Amazon logistics product information.
Let’s talk about the registration fee for the Vine program. Starting October 12, 2021, Amazon will charge a registration fee of $200 for each registered parent ASIN, and the registration fee will be displayed at the time of registration. For each parent ASIN, Amazon will charge the seller a registration fee 7 days after the date of the first Vine review of the product.
After the seller completes the product registration in the background, Amazon will put the registered product in the Vine community for qualified buyers to choose. If a buyer chooses your product, the background will show an order with an amount of 0. And you will see that the buyers of these products have no name. Amazon did this intentionally because Amazon wants to protect the privacy of Vine Voice in an anonymous form. In addition, Amazon cannot guarantee that every Vine Voice buyer will leave a product review after receiving the product, so there will be a situation where some products have no reviews.
The comments received by the seller may be bad reviews. Therefore, sellers must have enough confidence in their products before planning to register for the Amazon Vie service, otherwise they will spend money but get bad reviews, which is not worth the loss.
If the product is good enough, sellers can still consider participating in this program. After all, this is an official review channel, and Vine Voice buyers are credible and professional reviewers. The reviews they leave will also have a special Vine Voice logo. Such reviews are more credible and convincing, and will be more helpful for product conversion rates.
In addition, the Amazon Vine program is particularly suitable for sellers with multiple variants of products. Such sellers have many product variants. It is recommended not to rush to merge in the early stage. You can register each sub-ASIN for the Vine program, and wait until the reviews of each sub-body come back one after another, and then merge all the sub-bodies. In this way, the reviews of all sub-bodies can be collected, and the Vine program function can be maximized. Please note that a seller account cannot register more than 5 ASINs for the Vine program at the same time.