Amazon sellers and brand partners, take note: as of July 1st, a major update to the Amazon Vine Program is reshaping how early product reviews are earned, and who gets access.

What’s New Starting July 1st?
Amazon now allows Vine Voices (Amazon’s trusted reviewer community) to leave product reviews before your listing goes live. That means eligible FBA products enrolled in Vine can launch with up to 30 authentic customer reviews on Day 1.

This pre-launch visibility is a game-changer for cold-start ASINs. Previously, reviews had to be gathered after launch, often delaying advertising, rank, and buyer confidence. Now, a strategic Vine enrollment lets you launch with social proof already in place.

To take advantage:
• Create your listing
• Enroll the ASIN in Vine
• Let Vine Voices test and review before you flip the switch to live

More details: Vine Seller Guide

Resellers, you’re in too (if you qualify)
Earlier this year, Amazon quietly expanded Vine access beyond brand owners. Now, authorized resellers enrolled under Brand Registry can also submit eligible products to Vine.

To qualify, resellers must:
• Be Professional Selling Partners
• Be officially assigned as a Reseller or Brand Representative under the brand
• Enroll ASINs with fewer than 30 reviews
• Offer the product via FBA in "New" condition

This doesn’t change who owns the reviews, they’re still attached to the ASIN, not a specific seller, but it does change who can initiate and fund review generation.

For brands, that means:
• Less pressure to fund every new launch
• New momentum from authorized sellers willing to co-invest

For resellers:
• A powerful way to grow catalog visibility
• A bigger role in the go-to-market strategy under trusted brand relationships

Why This Matters: A Shift in Amazon Launch Strategy
With Vine pre-launch reviews and reseller participation now live, Amazon is rewarding ecosystem alignment. They’re offering:

• Tools for brands and resellers to share the load
• Earlier access to authentic reviews
• Faster traction for newly listed ASINs

If you're a brand, now's the time to empower authorized sellers with Vine access. If you're a reseller, this is your opportunity to help accelerate visibility and become an even more valuable partner.

In a landscape where ranking, conversion, and customer trust are won early, this change to Vine could be the edge you’ve been waiting for.

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