What is Amazon Vine Early Reviewer Program? Introductory Guide to CVR Improvement by UGC Creation
In aiming for sales maximization on Amazon, acquiring "customer reviews" is unavoidable. Especially in the launch period of new products, if reviews are zero, CVR (Conversion Rate) does not increase even if ads are operated, and there is a risk that only ad costs will increase. To solve this problem, Amazon officially provides "Amazon Vine Early Reviewer Program". In this article, we thoroughly explain from the mechanism of the program that new EC managers should know to the influence of UGC (User Generated Content) on the A10 algorithm.
Table of Contents (Click to Expand)
1. Basic Structure of Amazon Vine Early Reviewer Program
Amazon Vine Early Reviewer Program is an invitation-only program where Amazon provides sample products free of charge to highly reliable reviewers (Vine members) selected by Amazon and asks them to post objective reviews.
- Eligible Products: ASINs with less than 30 reviews.
- Participation Eligibility: Professional sellers who have completed Brand Registry.
- Merits: High-quality long reviews and UGC with photos/videos are likely to be generated.
It can be said to be the official and only boost means to break the "chicken and egg logic (cannot sell because there are no reviews, no reviews because it does not sell)" that many manufacturers face.
2. Logical Basis for UGC (Reviews) Improving CVR
Why does CVR improve when reviews increase? It is because "Social Proof" works. Consumers tend to trust evaluations of others in similar situations more than manufacturer's ad text when purchasing unknown products.
The following chart shows the correlation image between the number of reviews and average CVR.
3. Correlation between Amazon A10 Algorithm and Reviews
In the A10 algorithm that determines Amazon's search ranking, reviews have an indirect and direct influence. Accumulation of high-rated reviews increases conversion rate, and as a result, "sales track record" piles up.
"Improvement of Sales Track Record" is the biggest factor for search rank up, and Vine program plays the role of a starter to start this positive cycle (flywheel).
4. Points to Note Upon Introduction and MECE Strategy Planning
Vine program is not omnipotent. It is necessary to consider the following elements MECE (Mutually Exclusive and Collectively Exhaustive).
- Product Power: If you send poor quality products, there is a risk that "low ratings" will be officially spread.
- Cost: Product cost + fee to Amazon (fixed amount per parent ASIN) occurs.
- Inventory Management: Inventory for Vine must be delivered to FBA.
FAQ
- Q. Will Vine members always give 5 stars?
- A. No. Vine members are required to provide fair reviews, and if product quality falls below expectations, they may give 1 or 2 stars. Prior quality check is essential.
- Q. When will registered products be reviewed?
- A. Usually posted within a few weeks after Vine member selects the product. However, review does not occur unless member selects the product.
Take Your EC Business to the Next Stage
We propose data-based strategies from utilization of Amazon Vine to ad operation and CVR improvement.
Consult on Strategy for FreeSummary
Amazon Vine Early Reviewer Program is a powerful UGC creation tool to secure initial traction for new products. Acquisition of social proof is directly linked to improvement of CVR and becomes the foundation for enhancing evaluation in Amazon A10 algorithm. However, to manage the risk of low ratings, guaranteeing product quality and appropriate ASIN management are prerequisites.
Published: 2026-2-10 / Author: Yuta Ito
Read Also
Intro: What is Amazon Seller? Selling Types and A9 Algorithm Basics that New Graduates Should Know
Correlation Analysis of Social Proof Construction by UGC (User Generated Content) and CVR Improvement
[Must-See for New Managers] What is Amazon Selling? Basics of Seller Central Setup & ASIN Management
References
- [1] Amazon Seller Central Help: Amazon Vine Program
- [2] Nielsen IQ: The Power of Social Proof in E-commerce