Leveraging Amazon Vine Program for Your New Products

Why Reviews Matter on Amazon?

Selling on Amazon is both an opportunity and a challenge. As the world’s largest online marketplace, it connects millions of customers with sellers every day. However, the nature of the platform means you are not in direct contact with your customers. Instead, customers perceive your brand through your product listings, which are composed of titles, bullet points, descriptions, images, and A+ content, Ratings and Reviews.

While you control Few elements, reviews and ratings remain in the hands of your customers. These are pivotal because:

Ratings: The star rating (out of 5) visible below the product title gives customers a quick snapshot of product quality. A high rating builds trust, while a low one deters buyers.
Reviews: Beyond ratings, reviews provide detailed feedback from customers. They explain the reasons behind the likes and dislikes and influence buying decisions significantly.

However, generating reviews, especially positive ones, is not always straightforward. This is where the Amazon Vine Program becomes a game-changer. It allows sellers to obtain authentic, detailed, and unbiased reviews from trusted customers to improve their product visibility, credibility, and sales

Amazon Vine offers a solution to gather authentic, unbiased reviews, especially for new or less popular products, helping sellers understand customer sentiment and improve their offerings

Understanding Customer Reviews on Amazon

What Are Customer Reviews?

Customer reviews on Amazon help potential buyers understand more about a product before purchasing.

According to Amazon, these reviews:

Provide insights into product performance and features.
Allow brands to monitor feedback and improve their offerings.
Help customers make informed purchasing decisions

The Importance of Customer Reviews:

Trust Building: Reviews increase trust among potential buyers, especially for new or lesser-known brands.
Sales Impact: Products with more reviews tend to convert better. Positive reviews increase the likelihood of purchase, while negative ones can significantly deter buyers.
Feedback for Improvement: Sellers can identify flaws or areas of improvement from reviews.

Key Statistics

(Reference: https://www.brightlocal.com/research/local-consumer-review-survey-2020/)

87% of customers read reviews before making a purchase.
48% of customers won’t consider a product with less than 4 stars.
73% of buyers prioritize reviews from the last month.
90% of customers rely on reviews to make buying decisions.

These numbers emphasize the importance of reviews in shaping customer opinions and driving sales on Amazon.

The Role of Reviews in Amazon Success

How Reviews Influence Sales

Boosting Conversion Rates: Products with positive reviews attract more customers and improve the likelihood of purchase.
Improving Search Rankings: Reviews are a key factor in Amazon’s A9 search algorithm. More reviews (especially positive ones) can push your product higher in search results.
Enhancing Brand Reputation: Detailed reviews from credible sources, like Vine Voices, establish your brand’s authority and trustworthiness.

Examples of Review Impact:

A product with 50 positive reviews is more likely to convert compared to one with fewer than 5 reviews.

(Even a single negative review can significantly deter potential buyers, especially if it highlights major flaws.)

What is the Amazon Vine Program?

The Amazon Vine Program is a powerful solution to overcome the challenge of gathering high-quality reviews, especially for new or slow-moving products. It connects sellers with a group of trusted reviewers, known as Vine Voices, who provide authentic In-Depth reviews in exchange for free products which often include photos and videos.

Please find below Screenshot of Vine Review.

1. How Does Amazon Vine Work?

Enrolment: Sellers enrol eligible products in the Vine Program by paying a fee.
Product Distribution: Vine Voices receive the enrolled products for free.
Review Submission: Reviewers use the products and provide detailed, unbiased reviews on the product page.

2. Why Vine Reviews Stand Out:

Increased Trust: Reviews from Vine Voices are unbiased and trustworthy.
Credibility: Vine Voices are chosen based on the quality and helpfulness of their past reviews.
Detail-Rich: Vine reviews often include images, videos, and comprehensive descriptions.
Early Feedback: Vine reviews provide sellers with valuable insights into their products’ strengths and weaknesses.
Boosted Sales: Products with reviews have higher conversion rates.
Actionable Feedback: Sellers gain insights into product strengths and areas for improvement.

3. Steps to Enroll in Amazon Vine

Eligibility

Have a Professional seller account.
Own a registered brand enrolled in Amazon’s Brand Registry.
The product being enrolled in the Vine program must have fewer than 30 reviews or ratings
It’s important to note that only Amazon’s FBA products are eligible for Vine
To be eligible for Vine, you will need to have sufficient inventory. Although Amazon has not defined this sufficient inventory with a specific number, we can assume it’s minimum inventory
The product must be launched and live at the time of enrolment.

By meeting these criteria, sellers can enroll in the Amazon Vine program and provide their products to Vine members in exchange for honest and unbiased reviews

Finally, it’s important to recognize that not all applicants will be accepted into the program, as Amazon reviews each application on a case-by-case basis

4. Enrollment Process

Go to the Advertising tab in Seller Central and select Vine.
To enrol products into Amazon Vine, search for an ASIN and click Begin enrolment
Select the number of units (1-30) and confirm the enrolment

5. How It Works

Rate card (effective October 19, 2023)

Vine enrolment fee will be charged once per parent ASIN depending on the number of units enrolled. The enrolment fee will be billed after 30 days from the date of enrolment if the product has received at least one Vine review. If no review is received within the first 30 days, then billing will occur when the first Vine review is created before the enrolment concludes. You can add units to your enrolment within 30 days of the start date. Removing units is not allowed. If added units move you into a higher rate tier, an increase in rates will apply.

Cost of Enrolment

Units Enrolled	Vine Enrolment Fee
1-2	$0
3-10	$75
11-30	$200

6. Fee example

Example 1: Seller enrols three units for an ASIN and receives one Vine review within 10 days of enrolment.

Seller will be charged $75 after 30 days from the date of enrolment since the product has received the first Vine review within that timeframe. If no review is received within the first 30 days, then billing will occur when the first Vine review is created.

Example 2: Seller enrols two units for an ASIN and receives two Vine reviews within 90 days.

Seller will not be charged for the enrolment as they enrolled two units at parent-ASIN level.

Example 3: Seller enrols two units for the parent ASIN with five child ASINs and receives two reviews for the enrolment.

Seller will not be charged for the enrolment as they enrolled two units at parent-ASIN level.

[Note: In Example 3, Amazon Vine reviewers can place up to two orders on any of the 5 child ASINs enrolled under the parent-ASIN and submit up to 2 reviews on the enrolment.
For more information on parent child relationship, go to Parent-child relationships.]

Example 4: Seller enrols four units for the parent ASIN with or without child ASINs. The Seller later stops enrolment after two units are claimed and receives two reviews for the enrolment.

Seller will be charged $75 after 30 days from the date of enrolment if the product has received the first Vine review. If no review is received within the first 30 days, then billing will occur when the first Vine review is created. The enrolment fee only depends on the number of units enrolled and does not depend on the number of units claimed.

Example 5: Seller enrols four units for the parent ASIN. The seller later adds 10 more units within the first 30 days of enrolment creation and receives four reviews for the enrolment.

Seller will be charged $200 after 30 days from the date of enrolment if the product has received the first Vine review. If no review is received within the first 30 days, then $200 will be charged when the first Vine review is created.

Example 6: Seller enrols two units for the parent ASIN. The seller later adds five more units within the first 30 days of enrolment creation and receives three reviews for the enrolment.

Frequently asked questions

1. Will my currently enrolled products in the program be impacted by this change 2023?

No, the new rate card will only be applicable to products enrolled on or after October 19, 2023.

2. Where can I preview the Vine enrolment fee before submission?

The confirmation screen will display the applicable Vine fee for the enrolment.

3. When will the enrolment fee be charged?

The enrolment fee will be billed after 30 days from the date of enrolment if the product has received the first Vine review. If no review is received within the first 30 days, then billing will occur when the first Vine review is created before the enrolment concludes.

4. Can I add more units to an already submitted enrolment?

Yes, you can modify your enrolment within 30 days of the start date. However, note that you can only addmore units during this period. Removing units is not allowed.

5. Can I re-enrol an ASIN in Vine?

No, you cannot re-enrol the ASIN or any other variation of the parent ASIN if the initial enrolment has at least 1 claimed unit.

6. What will happen if the product does not get any reviews?

We won’t charge the Vine enrolment fee if no reviews are received or if the first Vine review is published more than 90 days from the enrolment submission date.

7. Will I be charged if I enrolled three or more units but received only one Vine review?

Yes, the rate is determined by the number of enrolled units, provided that at least one Vine review is received.

8. Can I get a refund if I do not like the rating or review?

No, we encourage authentic feedback about products and services that can be positive or negative as stated in our Community Guidelines. Amazon is unable to provide refund on Vine fees once the fee has been charged

9.Will I be charged multiple times if I enroll an ASIN in multiple Amazon stores?

Yes, the enrolment fee will be charged per country.

10. Do I pay FBA and referral fees on Vine enrolled units?

Yes, FBA and referral fees are applicable to Vine orders. For more information on fees, visit FBA fee and Referral fee.

11.Where can Vine enrolment fee charges be viewed?

1.You can use Payments report to locate Vine enrolment fees charged to your account.
Select Paymentsunder Reports in Seller Central.
Select Transaction Viewon the Payments
Select Transaction Typeas Service Fees.
Select the Date rangeand click Update.
Look for transaction with Product Detailsas Vine Enrolment Fee

12. Can I Control the Number of Reviews?

No, sellers cannot limit the number of reviews once products are distributed.

13. What Happens if I Receive Negative Reviews?

Vine reviews are honest and reflect customer experiences. Use constructive feedback to improve your product.

Best Practices for Leveraging Amazon Vine

1. Select the Right Products

Not all products benefit equally from the Vine Program.
Consider these Pro tips:

Launch New Products: Vine reviews are especially valuable for new listings with zero reviews.
Focus on High-Quality Products: Ensure the product meets customer expectations to avoid negative reviews.
Optimize Slow-Moving Products: Use the program to revive interest in products with low visibility.

2. Optimize Your Product Listings

Before enrolling in the program, ensure your product listings are top-notch:

Clear Titles: Highlight key features and benefits.
Engaging Descriptions: Use bullet points to explain product advantages clearly.
High-Quality Images: Include multiple angles and lifestyle shots.
A+ Content: Leverage enhanced content for a professional presentation.

3. Monitor and Respond to Reviews

Engaging with reviews is critical to building customer trust:

Respond to critical reviews professionally and offer solutions.
Thank customers for positive reviews to show appreciation.

4.Use feedback to improve your product and listings

14. Is Vine Available in All Markets?

A. No, the program’s availability varies by region. Check your marketplace’s Seller Central for details

Common Myths About Amazon Vine

Myth 1: Vine Reviews Are Paid Reviews

Reality: Vine Voices receive free products but are not compensated for their reviews. Their feedback is unbiased and independent.

Myth 2: Sellers Can Influence Vine Reviews

Reality: Sellers cannot request positive reviews or influence reviewers in any way. The program’s integrity relies on honest customer feedback.

Myth 3: Vine Reviews Guarantee Success

Reality: While Vine reviews improve credibility, product quality and marketing efforts are equally important for success

A Case Study on How Vine Helps Seller Driving the Sales.

This case study specifies the importance of vine review. The Case study is to educate the seller regarding the benefits of vine reviews not intended to target any seller. The data and information shown in the Case study are the ones which are publicly available and from the software like Helium10.

Let’s Start.

Please find the Below Link for the Seller.

(https://www.amazon.com/Panovue-36-Crossweave-Burning-Outside/dp/B0D44P7WPV/ref=cm_cr_arp_d_product_top?ie=UTF8&th=1)

The Seller has started selling this Fire Pit Since June-24 According to the X ray data by H10. Please See the Screenshot here.

Please see the chart Below.
The orange line shows the BSR of the product,
the blue line shows the sales of the product and,
the Green dots are the reviews received.

We can clearly see that Initially the Products BSR went up Drastically and Sales were very less or 0 for Some days.

But as soon as the seller receives Vine review BSR went drastically down and sales went up. After Accumulating reviews, the seller’s sales went skyrocketed.