Amazon has made a quiet but significant change to its Vine program: authorized resellers can now access Amazon Vine to generate product reviews.

But first, what is Amazon Vine?

Amazon Vine is a review generation program that invites trusted Amazon customers, known as Vine Voices, to receive free products and share honest, unbiased feedback. For sellers, it's one of the most effective tools for building credibility for new or slow-moving ASINs, as it helps listings gain authentic reviews from experienced shoppers. Historically, access to this program was limited to brand owners enrolled in the Amazon Brand Registry.

Now, this capability is expanding to select resellers who meet certain criteria.

In this blog post, we break down what changed, who qualifies, what it means for brand-reseller partnerships, and how to take advantage of the updated rules.

Where Is Amazon Vine Now Available to Resellers?

Authorized resellers can now access Vine in the following Amazon marketplaces:

• United States
• Canada
• United Kingdom
• Germany
• France
• Spain
• Italy
• Japan
• Australia

Who Qualifies to Use Amazon Vine as a Reseller?

To participate in the Vine program, resellers must:

• Be a Professional Selling Partner
• Be assigned the role of Reseller or Brand Representative for a brand enrolled in Amazon Brand Registry
• Have an eligible FBA offer in "New" condition
• Enroll ASINs with fewer than 30 reviews

This means the program is not open to just any reseller, it’s reserved for those with formal brand relationships and compliant offers.

What This Change Doesn't Mean: Clearing Up Misconceptions

It's tempting to think this change allows brands and resellers to combine Vine efforts and build shared review equity.

That’s not the case.

Review attribution remains separate. Resellers cannot contribute reviews that "stack" onto a brand’s Vine campaign.

What this change does is allow brands and resellers to share the execution burden, especially during product launches or promotional pushes.

Why This Matters: Shifting the Load, Not the Rules

This update is less about changing ownership dynamics and more about enabling smarter collaboration:

• Brands can reduce the financial and operational load of Vine by sharing access with trusted resellers.
• Resellers can now play an active role in boosting review velocity and catalog performance, assuming they’re authorized and aligned.

This turns Vine into a more flexible, scalable tool for brand ecosystems, not just for brand owners alone.

Strategic Takeaways for Brands and Resellers

If you’re a brand:

• Consider building a co-sell strategy that includes authorized resellers enrolling select ASINs into Vine.
• This can free up budget and allow more ASINs to gain review traction, faster.

If you’re a reseller:

• Talk to your brand partners about Vine access.
• If you’re aligned and authorized, you can now take part in review generation and listing acceleration.

Why Amazon Made This Change

This move is part of a broader trend: Amazon is increasingly rewarding ecosystem alignment, not just ownership.

By opening Vine to authorized resellers, Amazon is:

• Encouraging stronger brand-reseller partnerships
• Boosting early-stage product performance
• Distributing promotional responsibility more efficiently

Final Thoughts

This is more than just a policy update, it’s a signal.

Amazon is evolving its tools to reflect the real dynamics of modern eCommerce: distributed teams, collaborative launches, and multi-party success.

If you're not rethinking your Vine strategy—someone else will.

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