Topic
Amazon Profit
Amazon Vine Policy Update 2025: Review Limits, ASIN Merges & What Sellers Need to Know
Amazon recently clarified how Vine reviews are counted and retained—especially when it comes to enrollment tiers and parent ASIN merges. If you’re using Vine to generate early reviews for your products, these changes matter.
Here’s a breakdown of what’s new, what to avoid, and how to adjust your strategy moving forward.
What is the Amazon Vine program?
Amazon Vine allows brand-registered sellers to submit eligible FBA products to receive free reviews from trusted Amazon reviewers, known as Vine Voices. It’s often used to jumpstart new listings or gather feedback on under-reviewed ASINs.
What changed in the 2025 Vine policy update?
🔍 1. Reviews are aggregated at the parent ASIN level, not variation level
If you're enrolling variations of the same product (e.g. different colors or sizes), Amazon recommends doing so together. That way, you control how reviews are distributed—and avoid issues when merging listings later.
📦 2. Vine review retention now depends on how many units you enroll
Amazon introduced three tiers that define how many Vine reviews your product can keep:
Top tier: Enroll 11 to 30 units → retain up to 30 Vine reviews
Middle tier: Enroll 3 to 10 units → retain up to 10 Vine reviews
Free tier: Enroll 1 to 2 units → retain up to 2 Vine reviews
If you were used to getting 30 reviews with just a few units, that’s no longer the case.
🔗 3. Merging ASINs? Only the highest review cap is retained
If you merge two or more parent ASINs into one, Amazon will only retain the highest review cap based on the enrolled units. For example:
If both merged ASINs had 30 reviews each → the new parent ASIN keeps only 30, not 60
Amazon will retain the highest-quality reviews, not necessarily all of them
👉 This means you should plan ASIN merges carefully—especially after running Vine.
Common mistakes to avoid in 2025
❌ Enrolling fewer units and expecting 30 reviews (check your tier!)
❌ Merging ASINs and accidentally losing reviews you paid for
❌ Spreading Vine enrollments across variations instead of bundling them strategically
If you're not tracking this, you might lose valuable social proof after a merge.
How this impacts your Vine and launch strategy
These changes shift how sellers should use Vine:
Enroll enough units (11+) if you want the full 30-review benefit
Use Vine early—but only once your listing is Retail Ready
Bundle variations under one parent before enrolling
Avoid merging ASINs unless you’re ready to sacrifice reviews
And most importantly: Don’t rely on Vine alone to drive your launch. You still need great ads, competitive pricing, and a strong product to succeed long term.
Final tips + How Atlisco can support your next launch
At Atlisco Ads, we help Amazon brands plan smart launches that don’t rely on tricks or guesswork. Whether you’re using Vine, PPC, or influencer outreach, we make sure your product is Retail Ready, well-positioned, and profitable.
🧠 Want expert help planning your next launch or review strategy?
