Amazon expands Vine program to include heavy and bulky FBA products
By ChannelMAX Staff Writer
Aug-2025#11
Amazon has announced on its Seller Central platform that brands enrolled in the Amazon Brand Registry can now enroll heavy and bulky Fulfillment by Amazon (FBA) products in the Amazon Vine program. This update opens new opportunities for sellers to boost the visibility and sales potential of larger items that often face slower review collection compared to smaller products.
What the update means for sellers
Previously, the Amazon Vine program primarily catered to standard-size products. With this change, oversized goods such as furniture, home appliances, fitness equipment, and other bulky items can now benefit from Vine’s structured review generation process. This will be particularly useful for sellers who want to launch new large-size products or revive slow-moving ASINs.
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How Amazon Vine works
Amazon Vine is designed to help sellers generate authentic product reviews by providing free units to a select group of trusted reviewers known as Vine Voices. These reviewers test the products and share their honest, unbiased opinions on the product detail page. Such reviews serve as valuable social proof, helping potential buyers better understand a product’s features, performance, and suitability.
Benefits for heavy and bulky products
Oversized products typically face higher shipping costs, more complex handling, and slower review collection rates due to their nature. By enrolling these items in Vine, sellers can:
• Build early trust with detailed and credible reviews
• Increase product discoverability and conversion rates
• Speed up awareness and adoption of new large-size ASINs
Enrollment process
To enroll, sellers can visit the Enroll a product in Vine page in Seller Central, select eligible products, and provide the units for Vine Voices. As with other Vine enrollments, sellers are responsible for providing the products free of charge, while Amazon manages delivery to reviewers.
Who can enroll
i) You must be enrolled in Brand Registry.
ii) The ASIN must be FBA and in new condition.
iii) The listing should be complete with images, title, bullet points, and description.
iv) Inventory must be available to fulfill units provided to reviewers.
This move by Amazon addresses a key challenge for sellers in the heavy and bulky category: the difficulty of gathering quality reviews early in a product’s lifecycle. Well-written Vine reviews can significantly influence buyer confidence and drive higher sales, especially for expensive items where customers tend to research more before purchasing.
The expansion of the Amazon Vine program to include heavy and bulky items offers sellers a valuable opportunity to boost visibility and trust for larger FBA products. By leveraging this program, brands can better showcase their offerings, attract more customers, and increase sales conversions. Sellers are encouraged to explore this feature on Seller Central and take advantage of its potential to strengthen their product’s market position.
Also Read: Mastering Amazon SERP Optimization: Rank Higher and Sell Smarter
Disclaimer:
Amazon is the registered trademark of the e-commerce brand.
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