Amazon Vine is an invitation-only program in which Amazon gives trusted reviewers, called Vine Voices, free products from enrolled sellers so they can post honest, unbiased reviews. You can't apply to join. Amazon says it selects Voices based on the insightfulness of the reviews they've already published in its store.
If you've seen a review on Amazon marked as a Vine review and wondered why that person got the product for free, this is how the program works, from both sides: the reviewer and the seller.
What Amazon Vine is
Amazon describes Vine as a way for sellers to collect high-quality reviews for new and pre-release products, so shoppers have something to go on before a product has many buyers. Sellers enrol products, and Amazon connects those products with its Vine Voices.
Voices request the enrolled products they want to try, receive them free and write a review. Amazon asks them to share their honest, unbiased opinion, and it doesn't require a positive one. That honesty requirement is the whole point: a Vine review that only praises is worth less to shoppers than one that also says what disappointed.
Who Vine Voices are and how they get chosen
Vine is invitation only. There's no application form for reviewers. Amazon says Voices are invited into a trusted network of reviewers, that they have purchase history and expertise in the product's category, and that they are selected based on the insightfulness of the reviews they've published in the Amazon store.
Amazon doesn't publish an exact formula. Guides written by sellers and Amazon specialists consistently point to the same signals: reviews that other customers vote as helpful, a track record in particular categories, and reviewing recently and regularly. The practical route in is simple, if slow:
- Review the things you buy, with detail a shopper can use.
- Include what didn't work, not only what did.
- Add your own photos or video where they help.
- Keep going over months. There's no shortcut to an invitation.
If you want to write better reviews while you wait, my guide to writing a good product review covers what readers look for.
What Vine Voices must do in return
The product is free, but it comes with responsibilities. Amazon keeps Voices anonymous to the seller, and every Vine product is shipped through Fulfillment by Amazon, so the seller never sees the reviewer's contact details. That protects the reviewer and the credibility of the review.
Amazon also states that Voices are responsible for income tax on the free products they receive. If you're invited, check the rules where you live, because a product received through Vine isn't treated the same as a gift from a friend.
How sellers enrol products in Vine
On the seller side, Amazon lists clear conditions. To take part you need a Professional selling account, eligible Fulfillment by Amazon offers, and either a Brand Representative or Reseller role on a brand enrolled in Brand Registry, or generic products in your catalogue.
Each product must also meet these conditions, according to Amazon's Vine page:
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- It's fulfilled by Amazon, with stock sent to Amazon's fulfilment centres.
- It has fewer than 30 reviews on its product detail page.
- It has an image and a description.
- It isn't an adult, digital or bundled product.
A seller can make up to 30 units of a product available to Voices, enrolled from the Vine dashboard in Seller Central. Amazon recommends enrolling, with stock in its network, at least three weeks before a launch date so Voices have time to review.
How to read a Vine review as a shopper
A Vine review is a review from someone who got the product free, and Amazon labels it so you can weigh it. Read it the way you'd read any review: look for specifics, photos, and a mention of downsides. My guide to spotting a fake product review shows the warning signs, and the bigger picture of what a product review is and how to judge one is worth a read before a big purchase.
If you write about products and want your work published elsewhere, there are shopping sites that take guest posts that accept articles from experienced reviewers.
Frequently asked questions
Can I apply to Amazon Vine?
No. Vine is invitation only. Amazon invites reviewers based on the insightfulness of the reviews they've already published in its store.
Do Vine Voices have to write positive reviews?
No. Amazon asks Voices to share honest, unbiased opinions. A critical Vine review is allowed.
Do sellers know who reviewed their product through Vine?
No. Amazon keeps Vine Voices anonymous, and Vine products are fulfilled by Amazon so contact details aren't shared.
Do Vine Voices pay tax on free products?
Amazon states that Voices are responsible for income tax on the free products they receive. Check the rules in your country.
Which products can sellers put into Vine?
Products fulfilled by Amazon with fewer than 30 reviews, an image and a description. Adult, digital and bundled products aren't eligible.
