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Amazon Vine is an exclusive program from Amazon that provides selected reviewers — so-called “Vine Voices” — with free product samples to generate authentic reviews. The aim is to collect high-quality reviews for new or less well-known products. Retailers can register their products and thus receive visibility and trustworthy customer feedback. The program is particularly helpful when launching new items — even for Amazon FBM sellers. However, the prerequisite is that the product is listed on Amazon and meets certain quality criteria. You can find out more about this here: How does Amazon Vine work?
Yes, sellers in the Amazon FBM (Fulfilled by Merchant) model can also participate in the Vine program — subject to certain conditions. It is important that the product is sold via Amazon, is Prime eligible or is at least considered ready to ship. Participation is independent of whether shipping is via Amazon or by the retailer. The reviews also help FBM sellers build more trust with potential buyers.
For a product to be eligible for the Vine program, it must have an active Amazon ASIN, be new, and be in stock to sell. A professional seller account, a clean product detail page with images, titles, and bullet points are also required. Important: There may be no or only very few reviews yet. Amazon FBM products must also meet these requirements in order to be included.
Through Vine, retailers receive verified and credible reviews that can increase sales and improve rankings. Especially in the early stages of a new product, a dozen qualified reviews can make the decisive difference. For Amazon FBM retailers in particular, Vine is a strategic option to build trust despite higher competition — completely without traditional advertising.
Since the beginning of 2021, Amazon has been charging a flat fee for every product submitted. The costs currently amount to around 200 euros per ASIN. In return, retailers receive up to 30 authentic reviews from Vine members. For Amazon FBM sellers, this is a calculable investment to make products visible and assessable at an early stage.
Yes, because the reviews of the Vine testers cannot be controlled — neither in terms of content nor in tone. Bad reviews can have a negative impact on a product's performance in the short term. The value of the products given away should also be taken into account. Nevertheless, the program is worthwhile for many Amazon FBM retailers to create transparency and receive valuable customer feedback.
A strong start with Vine can be particularly effective in combination with intelligent repricing. As soon as initial reviews are available, a dynamic pricing algorithm such as Amazon Repricer from Metaprice help you determine the optimal price for your Amazon FBM products. This offers a decisive advantage, especially when competing with Prime retailers or when there are seasonal fluctuations.
An overview of helpful tools for Amazon retailers — from Repricers to Monitoring to Vine Strategies — can be found on the official website of Metaprice. For more in-depth insights into the Amazon Vine program, we recommend this detailed blog post:
👉 How does Amazon Vine work? — The guide for retailers
