Amazon Vine Policy Update: What Sellers Need to Know About ASIN Merge Review Limits

Amazon’s Changing Landscape and What It Means for Your E-commerce Strategy

In the fast-moving world of Amazon, change is the only constant. As an e-commerce management company, we closely monitor policy shifts that impact sellers, brands, and how products perform on the platform. The latest update to the Amazon Vine program is a perfect example of how Amazon’s evolving rules can reshape go-to-market strategies overnight.

What Changed in the Amazon Vine Review Policy?

Amazon recently clarified how reviews from merged ASINs are handled in the Vine program. Previously, brands could enroll multiple individual ASINs in Tier 1 of Vine (which allows up to 30 reviews per ASIN), then combine those listings under a single parent ASIN, effectively stacking reviews. For example, four separate ASINs could each collect 30 reviews, totaling 120 displayed under the new parent.

That loophole is now closed.

Going forward, when ASINs are merged, Amazon will retain only the number of Vine reviews allowed by the highest enrollment tier across the merged ASINs. That means if you merge multiple Tier 1-enrolled ASINs, your new parent listing will show a maximum of 30 Vine reviews—not a sum total. To make matters even more selective, Amazon will only retain the “highest quality” reviews, likely prioritizing those with detailed text, images, or videos.

Why This Matters for Sellers

This update is more than a procedural change—it underscores Amazon’s broader push toward maintaining the integrity of product reviews and creating a consistent customer experience.

For sellers, it means:

Strategic ASIN planning is now essential: Merging ASINs post-Vine enrollment could reduce your total visible reviews.

Quality over quantity in Vine reviews: Focus on generating rich, multimedia-enhanced reviews.

Amazon’s algorithms are evolving: What worked six months ago may no longer deliver the same results today.

Best Practices Under the New Vine Policy

To make the most of the Vine program under this new policy, sellers should:

Plan ASIN merges ahead of Vine enrollment to avoid losing valuable reviews.

Target high-quality reviews by sending products that encourage photo and video feedback.

Use Amazon’s review tracking tools to monitor performance and ensure review caps aren’t exceeded.

Work with an e-commerce partner who stays up to date with policy changes and adapts your strategy accordingly.

Amazon is Changing Daily. Are You Ready?

This update is just one of many examples of how quickly the Amazon ecosystem evolves. From algorithm changes to advertising updates and inventory restrictions, sellers must remain agile. As a leading e-commerce management company, we help brands stay ahead of the curve with strategic planning, expert execution, and a data-driven approach to every policy update.

If you want to thrive on Amazon, you can’t afford to play catch-up. You need a partner who sees what’s coming.

Need help adapting your Vine strategy? Contact us today to ensure your ASIN structure and review approach align with Amazon’s latest policies.

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