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Amazon Vine Now Open to Resellers: 10-Figure Amazon PPC Agency How to Leverage the New Policy for Smarter Product Launches

On June 16, Amazon released an impactful new policy update in Seller Central News: “Resellers can now generate reviews through Amazon Vine.” Read this article written by a 10-figure Amazon PPC Agency will help you

This means that in marketplaces across the U.S., Canada, UK, Germany, France, Spain, Italy, Japan, and Australia, as long as a Reseller account is authorized under Brand Registry, it can legally use the Vine program to accumulate early-stage product reviews for new listings.

Against the backdrop of slowing traffic growth across cross-border e-commerce and increasing operational precision requirements, this change will significantly impact how brands and sellers launch new products.

In this article, Hui Creative will analyze this new Vine policy from the following perspectives:

  1. Amazon’s intent behind this policy change
  2. The strategic value of Vine for new product launches
  3. Potential operational strategies and associated risks
  4. Practical recommendations from Hui Creative Services Inc
amazon vine program for reseller written by amazon ppc agency near me leads pro ai hui creative services inc

Part 1: The Intent Behind Amazon’s Policy Change

Since its introduction, the Vine program has been Amazon’s officially approved, fee-based channel for gathering compliant product reviews on new listings.

Historically, Vine access was restricted to Brand Owner accounts, and Resellers — even those with brand authorization — could not use Vine to generate reviews.

This policy adjustment sends three clear signals about Amazon’s evolving platform strategy:

  1. Encouraging more high-quality new products to participate in VineAs competition intensifies across categories, Amazon wants Vine to help more new listings quickly build customer trust and improve catalog depth and conversion rates.
  2. Creating new opportunities for “one brand, multiple accounts” operationsMany brands already authorize multiple Resellers. Enabling Resellers to use Vine empowers more participants in promoting the brand’s new products, fostering a more collaborative brand ecosystem.
  3. Opening the door for compliant and accelerated review generationAmazon continues to crack down on illicit review schemes and black-hat review networks. By lowering the barriers to Vine participation, the platform is guiding sellers toward compliant review strategies, reducing enforcement costs.

In short, Amazon is using this more open Vine policy as a strategic tool to reshape how sellers approach review generation and new product launches — moving toward more transparent and compliant pathways.


Part 2: The Strategic Value of Vine for New Product Launches

For both Brand Owners and authorized Resellers, this update fundamentally changes the logic of new product launches.

Common challenges in launching new products on Amazon include:

  • Lack of early reviews, resulting in low conversion rates and high advertising ACOS
  • High upfront advertising spend with limited ROI
  • Insufficient review volume, making it difficult to climb organic rankings and BSR

Vine addresses these bottlenecks by offering unique advantages:

  1. Rapid accumulation of high-quality reviewsSellers can secure 10-30 verified Vine reviews early in the product lifecycle, building initial trust and overcoming the “zero-review” hurdle.
  2. Reducing advertising costsWith initial reviews in place, advertising conversion rates (CVR) improve, ACOS drops, and ad ROI enters a healthier cycle.
  3. Accelerating organic traffic acquisitionVine reviews help increase listing weight, speeding up organic traffic growth and improving BSR faster.
  4. Using Reseller accounts to mitigate risk of negative reviewsVine reviews aren’t always positive — a sub-4-star review can tank a new product’s chances. In the past, most sellers used their main Brand Owner account for new product launches to preserve key metrics (editing rights, historical sales, store feedback, brand ranking, ad performance).Now, launching via authorized Reseller accounts allows sellers to mitigate risk — negative reviews won’t directly impact the main brand account, providing greater flexibility in new product testing.

Part 3: Potential Operational Strategies & Risk Factors

This policy shift creates new flexibility — but sellers must also weigh the compliance risks.

Based on first-hand insights from sellers, Hui Creative summarizes the following operational strategies and key considerations:

  1. For Boutique Sellers: Multi-account operations require cautionAmazon prohibits a single seller from operating multiple accounts under one brand — this was a key reason for the 2021 wave of account suspensions. Hui Creative is sharing these strategies for educational purposes only — sellers must always prioritize compliance.

The typical multi-account strategy is:

  • Brand Owner + multiple Reseller accounts collaboratively launch products or variations
  • Each account uses Vine independently
  • After review accumulation, listings are merged to concentrate reviews and boost ASIN conversion

Now that Reseller accounts can access Vine, this allows previously restricted product testing to happen across multiple accounts. Example:

Launching the same product with multiple ASINs via different Reseller accounts

Different ASINs can be created with unique copy and visuals, tested via Vine across multiple Reseller accounts, and the best-performing version can be prioritized. However, this risks being flagged as duplicate listings. It is safer to use product variations (not identical listings).

  1. For High-Volume Sellers: New opportunitiesResellers with diverse category coverage can use Vine to improve catalog structure.For example, instead of mixing unrelated products in one brand store (hurting perceived professionalism), sellers can deploy multiple Reseller accounts — one per category — to improve advertising efficiency and brand presentation.

Example:

A brand “ABC” selling home goods, apparel, and electronics could segment its offerings across 2-3 Reseller accounts — building stronger category presence and advertising ROI without breaching policy (as long as proper authorization is maintained).

  1. Enhanced advertising precisionAmazon’s AI-powered ad platform increasingly prioritizes Brand-level performance over individual ASINs.By diversifying Vine participation across Reseller accounts, sellers can:
  • Fine-tune product targeting for each Reseller
  • Accumulate brand-level data for smarter Brand Campaigns
  • Ultimately improve recommendations from Amazon’s AI tools like Rufus and Cosmo

This is especially effective for building audiences for Sponsored Brand ads — driving repeat purchases and long-term brand loyalty.


Part 4: Key Compliance Risks to Monitor

Despite this more open Vine policy, Amazon’s enforcement mechanisms remain strong. Sellers must pay close attention to these risks:

  1. Multi-account manipulation riskCoordinated Vine usage across accounts controlled by the same company can be flagged as review manipulation. Amazon can detect links via entity details, payment info, ERP, warehouse addresses, IP, and more.
  2. Abuse of variation mergesMerging too many Vine-heavy variations too quickly may trigger review manipulation flags — risking listing penalties or review removals.
  3. Unauthorized brand useImproper Brand Registry authorization by Resellers risks account suspension and loss of listing privileges.
  4. Product quality risksVine reviews are uncontrolled — poor product quality or inaccurate listings may trigger negative reviews, damaging product viability.

Advice from 10-Figure Amazon PPC Agency

Opening Vine to Resellers signals Amazon’s clear direction:

  • Encouraging compliant Vine participation for smoother new product launches
  • Reducing reliance on gray-hat review tactics
  • Prioritizing “official, compliant” channels for early-stage reviews

For Brand Owners and Resellers, thoughtful Vine strategy is now mission-critical for successful product launches.

Hui Creative Services Inc, as a Amazon PPC Agency and Amazon Advertising Verified Partner will continue monitoring policy shifts and helping sellers build efficient, compliant new product launch systems — driving long-term brand success.

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yang he founder of hui creative services inc
Yang He
Founder of Hui Creative
https://leadspro.ai

Yang He is the founder and CEO of Hui Creative Services Inc., a digital marketing and cross-border e-commerce agency based in Vancouver. A Wharton School alumna, Yang brings over a decade of experience helping brands scale on platforms like Amazon, Shopify, TikTok, and Walmart. She specializes in marketplace strategy, supply chain optimization, and international growth.