Important Amazon Vine Program Update

Amazon has introduced key changes to how Vine reviews are tracked and retained, with direct implications for brand strategy:
What’s New

• Track Vine Reviews Easily: Brands can now view Vine reviews directly in Seller Central (Advertising > Vine), searchable by SKU or ASIN.
• Reviews Aggregated at Parent ASIN Level: Reviews are no longer tied to individual variations.
• Retention Limits by Tier:
  • Top Tier ($200): up to 30 reviews
  • Middle Tier ($75): up to 10 reviews
  • Free Tier: up to 2 reviews
• Post-Merge Reviews Limited: Merging ASINs after enrollment may lead to loss of Vine reviews exceeding your tier's cap.

Impact for Brands

• Visibility Risk: Reviews from separately enrolled variations may not carry over after merging, reducing overall review visibility.
• Strategic Enrolment Needed: To maximise review impact, enrol all variations together under one parent ASIN.
• Limited Review Retention: Be aware of review caps tied to your Vine tier — extra reviews might not be saved post-merge.

To get the most out of Vine, plan ASIN structure and enrolments carefully from the start.