Amazon has announced major updates to its Vine Program in 2025, expanding access and introducing a new pricing model that aims to level the playing field for small and medium-sized sellers. This change claims to be part of Amazon’s strategy to improve discoverability and build trust through verified reviews. Let’s see what this means.
What Is the Amazon Vine Program?
Amazon Vine is a review program that allows sellers to enrol products and send them to selected Amazon reviewers—known as Vine Voices—for free. In return, these reviewers provide honest and unbiased feedback, which is then displayed on the product’s page with a special Vine badge. Launched in 2007, the program has long been a popular option for brand-registered sellers seeking to boost early traction for new listings.
Key Changes to the Vine Program in 2025
1. Expanded Seller Access
One of the most significant changes is that the Vine Program is no longer restricted to brand-registered sellers. As of March 2025, all sellers—regardless of brand registry status—can participate in the program. This update makes the program accessible in multiple Amazon marketplaces, including the U.S., UK, Canada, Germany, France, Italy, Spain, and Japan. This is great news if you are a reseller or still acquiring brand-protection rights. Want to get an early launch? Now is your time!
2. Tiered Pricing Model
Amazon has introduced a tiered fee structure based on the number of units a seller chooses to enroll:
- 1–2 units: Free
- 3–10 units: $75
- 11–30 units: $200
This change allows sellers to tailor their investment depending on their budget and product launch strategy. For those testing the waters or promoting niche products, the free tier offers a low-risk entry point.
3. Updated Review Aggregation Policy
Reviews from Vine Voices are now retained at the parent ASIN level, rather than by individual variations. However, the number of reviews that carry over when merging ASINs is based on the enrollment tier:
- Top Tier (11–30 units): Up to 30 reviews retained
- Middle Tier (3–10 units): Up to 10 reviews retained
- Free Tier (1–2 units): Up to 2 reviews retained
This is a crucial consideration for sellers planning to consolidate listings or launch multiple variations under a single parent ASIN. Therefore, the old practice of aggregating reviews per child-asin under one parent doesn’t apply anymore.
Why These Changes Matter for Sellers
The revamped Vine Program offers several important benefits:
- Broader Participation: More budget-constrained businesses faced higher costs, often excluded in the past. Now, all can have access to a powerful review tool.
- Cost Flexibility: With the introduction of a free and affordable pricing model, more sellers can engage with the program without overspending.
- Boost in Credibility: Reviews from Vine Voices are typically detailed and trustworthy, offering potential buyers greater confidence.
- Early Momentum: Strong early reviews help increase product visibility and can lead to improved rankings in Amazon search results.
- Better Organic Growth – Variation : From day 1 now, you can prioritise building your variation as a whole, to showcase your product.
Important Considerations Before Enrolling
While the program presents valuable opportunities, sellers should keep a few things in mind:
- No Guaranteed Reviews: Even if you send out 30 units, there’s no assurance that all will be reviewed.
- Honest Feedback Only: Vine Voices are expected to provide candid, unbiased opinions—meaning negative reviews are possible and should be anticipated.
- Focus on Quality: To maximise success, sellers should only enrol products that are complete, high-quality, and well-packaged.
Amazon’s 2025 Vine Program update is a welcome shift for sellers who previously faced barriers to entry. By offering tiered pricing and eliminating brand registry requirements, the program now provides a scalable way for brands of all sizes to build trust and visibility on the platform. For sellers launching new products, Vine can be a powerful tool—if used strategically. While these changes amend the playing field, the end goal still remains the same and attainable. Building meaningful reviews and gaining traction for your new products!