Article
Amazon Vine Gets a Major Upgrade
3 October 2025
At Amazon Accelerate, three big updates to the Vine program were unveiled, all designed to make reviews more impactful for brands and shoppers alike.
- Day-One Reviews – You can now enrol products into Vine as soon as they’re shipped into FBA. That means new listings can launch with reviews already live, giving products a much stronger start from day one.
- Smarter Reviewer Matching – Amazon is rolling out AI to pair products with reviewers who know the category and, where possible, your brand. As a result, expect feedback that’s not only more detailed but also more relevant.
- Photos and Videos in Reviews – Vine reviews will soon feature more photos and videos to help shoppers make confident decisions. However, it’s not clear how they plan to ensure this is implemented.
Why It Matters
These changes make Vine a far more powerful launch lever. For brands, the chance to go live with social proof already in place could be the difference between a slow ramp-up and fast early traction. Combined with better targeting and richer content, Vine looks set to become even more vital for product launches.