Amazon Vine vs Early Reviewer Program: Getting Reviews the Right Way

Amazon Vine is now the only official Amazon program for generating early product reviews, since the Early Reviewer Program was discontinued in 2021. Vine lets brand-registered sellers provide free products to a network of trusted Amazon reviewers (called Vine Voices) who then leave honest, unbiased reviews. Getting those first 15-30 reviews on a new product is one of the biggest challenges in launching on Amazon, and Vine is the fastest, safest way to do it. At Marknology, our Kansas City team enrolls every new product launch in Vine as part of our standard launch strategy.

Andrew Morgans does not mince words about reviews: "Reviews are the currency of Amazon. A product with zero reviews is invisible. A product with 15 quality reviews starts competing. I have seen too many brands try to cut corners with fake reviews or incentivized reviews and get their accounts suspended. Vine is the right way to do it."

What Is Amazon Vine?

Amazon Vine is an invitation-only review program where Amazon selects their most trusted and prolific reviewers (Vine Voices) and gives them the opportunity to receive free products in exchange for writing honest reviews.

Key facts about Vine:

• Available only to brand-registered sellers
• Products must have fewer than 30 reviews to enroll
• You provide up to 30 units of free product
• Vine Voices are not required to leave positive reviews. They leave honest opinions.
• Reviews are marked with a green "Vine Customer Review of Free Product" badge
• Amazon manages the entire process. You cannot choose or contact individual reviewers.

Vine reviews carry significant weight in Amazon's algorithm. Because Vine Voices are verified, trusted reviewers with detailed history, their reviews are treated as high-quality signals by both the A10 algorithm and potential customers.

What Happened to the Early Reviewer Program?

Amazon's Early Reviewer Program was a simpler, cheaper alternative to Vine that paid customers a small gift card ($1-$3) for reviewing products with fewer than 5 reviews. Amazon discontinued the program in April 2021.

The reasons for the shutdown were not officially stated, but the consensus is that Amazon wanted to consolidate review generation into Vine, which has stricter reviewer qualifications and produces higher-quality reviews.

If you see older articles or guides referencing the Early Reviewer Program, they are outdated. Vine is now the only official review generation program on Amazon.

How Does Amazon Vine Work?

The process is straightforward:

1. You enroll an eligible ASIN in Vine through Seller Central > Advertising > Vine
2. You specify how many units to make available (up to 30)
3. Amazon makes your product available to Vine Voices in their Vine portal
4. Vine Voices choose products they are interested in reviewing
5. Amazon ships them the product (from your FBA inventory)
6. Vine Voices have 30 days to leave a review
7. Reviews appear on your listing with a Vine badge

You have no control over which Vine Voices select your product, and you cannot influence their review in any way. This is by design. Amazon's entire review ecosystem depends on this independence.

I know it is nerve-wracking to give away 30 units and have no control over what people say. But that is exactly what makes Vine reviews credible. Customers trust them because they know the reviewer had no obligation to be positive.-- Andrew Morgans, Marknology

How Much Does Amazon Vine Cost?

Amazon updated Vine pricing in 2023. The current structure:

• Free tier: Enroll up to 2 units per ASIN at no charge (beyond the product cost)
• Basic tier: Enroll up to 10 units for $75 per ASIN
• Standard tier: Enroll up to 30 units for $200 per ASIN

Plus, you provide the product itself for free from your FBA inventory. So the true cost is the enrollment fee plus the cost of goods for the units you provide.

For a product that costs $10 to manufacture and you enroll 30 units: $200 enrollment + $300 in product = $500 total for up to 30 honest reviews. At Marknology, we consider that one of the best marketing investments a new product can make.

How Should You Use Amazon Vine Strategically?

Enroll Every New Product Launch

This is non-negotiable at Marknology. Every new ASIN gets enrolled in Vine before we run any significant advertising. Reviews are the foundation. Without them, your conversion rate will be too low and your ad spend will be wasted.

Time It Before Your Ad Push

Enroll in Vine 2-4 weeks before your planned advertising launch. This gives Vine Voices time to receive the product and write reviews. By the time your ads go live, you have social proof.

Choose Products That Photograph Well and Have Broad Appeal

Vine Voices choose what they want to review. Products that look appealing in photos and have wide consumer appeal get picked up faster than niche or industrial products.

Enroll the Maximum 30 Units

Not every Vine Voice who receives your product will leave a review. Expect a 60-80% review rate. Enrolling 30 units typically results in 18-24 reviews, which is a strong foundation.

Do Not Panic About Negative Reviews

Some Vine reviews will be critical. That is normal and actually beneficial. A product with 100% five-star reviews looks suspicious to shoppers. A mix of 4.3-4.7 stars with detailed honest feedback builds more trust than a perfect score.

What Are the Risks of Amazon Vine?

• Negative reviews you cannot remove: Vine reviews are protected. Even if you disagree with the review, you cannot get it removed unless it violates Amazon's community guidelines.
• Product cost: You are giving away up to 30 units. For high-cost products ($100+), this is a significant investment.
• No guarantees on timing: Some products get reviewed within a week. Others take the full 30 days. You cannot rush the process.
• Vine Voice bias: Some sellers report that Vine Voices can be more critical than average customers because they review professionally and have higher expectations.

Despite these risks, Vine is dramatically safer than any alternative. Sellers who try to generate reviews through incentivized purchases, review groups, or fake accounts risk account suspension and permanent damage to their business.

How Do You Get Reviews Beyond Vine?

Once you have your Vine foundation, here is how to continue building reviews organically:

• Amazon's Request a Review button: Use the "Request a Review" button in Seller Central for every order. Amazon sends an automated email asking for a review.
• Product inserts: Include a card in your packaging asking customers to leave feedback. Do NOT offer incentives for reviews (this violates Amazon TOS).
• Follow-up email sequences: Use Amazon's Buyer-Seller Messaging or tools like the "Request a Review" automation to follow up post-purchase.
• Excellent product and service: The best review generation strategy is having a product people love and customer service that resolves issues before they become negative reviews.
• Brand Tailored Promotions: Happy repeat customers are your most likely reviewers. Keep them engaged with exclusive offers.

At Marknology, we have built review generation into a systematic process. It is not one tactic but a combination of Vine, review requests, great products, and customer care.

Frequently Asked Questions

What is Amazon Vine?

Amazon Vine is an invitation-only program where trusted Amazon reviewers (Vine Voices) receive free products and leave honest, unbiased reviews. It is available to brand-registered sellers with products that have fewer than 30 reviews.

How much does Amazon Vine cost?

Vine has a free tier (2 units), basic tier ($75 for up to 10 units), and standard tier ($200 for up to 30 units) per ASIN. Plus the cost of the free product units you provide.

Is the Early Reviewer Program still available?

No. Amazon discontinued the Early Reviewer Program in April 2021. Amazon Vine is now the only official review generation program on Amazon.

Can I choose which Vine Voices review my product?

No. Amazon manages the Vine Voice selection process. You cannot choose, contact, or influence individual reviewers.

Are Vine reviews biased?

Vine reviews are not inherently biased toward positivity. Vine Voices leave honest opinions and some reviews will be critical. Reviews are marked with a Vine badge for transparency.

Can I remove a negative Vine review?

Only if the review violates Amazon's community guidelines (contains prohibited content, is about the wrong product, etc.). You cannot remove a review simply because it is negative.

How many reviews will I get from Vine?

Expect a 60-80% review rate. Enrolling 30 units typically yields 18-24 reviews.

Should I use Vine for every new product?

Yes. At Marknology, we enroll every new product launch in Vine as standard practice. The cost is minimal compared to the value of having review social proof before advertising begins.

Ready to Scale Your Amazon Business?

Talk to our team. No pitch deck, no pressure. Just honest advice from people who do this every day.

Book a Free Strategy Call