Amazon Vine is active. The Amazon Early Reviewer Program is not.
Amazon discontinued the Early Reviewer Program in April 2021. Vine is now the main Amazon-native review program for eligible sellers, and in June 2025, it gained a capability ERP never had: pre-launch reviews that can appear on Day 1.
In this guide, weโll explain what ERP was, why Amazon shut it down, how Vine compares in 2026, and what sellers should use now if they still need early product feedback. This Amazon Vine vs. Early Reviewer Program guide also explains why the legacy comparison still matters: ERP is gone, Vine has evolved, and Early Reviews now serves sellers who need early product feedback without Vineโs eligibility gates.
Quick Answer: Amazon Vine vs. Early Reviewer Program
The Early Reviewer Program helped new products get their first few reviews through past buyers. Amazon Vine now helps eligible sellers get reviews from Amazon-invited Vine Voices. Vine is more structured, but it also has stricter eligibility rules.
The biggest update came in June 2025. Amazon now allows eligible sellers to enroll products in Vine before launch, so reviews can appear when the product goes live.
For sellers without Brand Registry or FBA, or with ASINs that already have more than 30 reviews, Early Reviews can help fill the feedback gap left by ERP.
What Was the Amazon Early Reviewer Program? (2015โ2021)
The Amazon Early Reviewer Program was an Amazon-run initiative that helped third-party sellers earn early reviews on new products. Sellers paid a $60 fee per ASIN, Amazon contacted verified past buyers, and reviewers received a $1โ$3 gift card for an honest review. Products needed fewer than five existing reviews, and each ASIN could receive up to five reviews.
The program was built for products with fewer than five reviews. Its goal was simple: help new listings get enough early social proof to build buyer trust.
Here is how ERP worked:
| Feature | Early Reviewer Program |
|---|---|
| Launch year | 2015 |
| Status | Discontinued in April 2021 |
| Seller fee | $60 per ASIN |
| Reviewer incentive | $1โ$3 Amazon gift card |
| Review limit | Up to 5 reviews per ASIN |
| Brand Registry required | No |
| FBA required | No |
| Reviewer selection | Amazon selected past buyers |
ERP was useful because it was easy for smaller sellers to access. Sellers did not need Brand Registry. They did not need FBA. The fee was predictable. Amazon also handled buyer outreach, helping sellers avoid issues with direct review solicitation.
For early-stage sellers, ERP solved a real problem. It helped new ASINs get the first few reviews needed to build trust.
But ERP had limits. It only supported up to five reviews per ASIN. Sellers could not choose reviewers. It did not provide private product feedback. And its gift-card review model became harder to support as Amazon moved toward stricter review quality rules.
Why Did Amazon Discontinue the Early Reviewer Program in 2021?
Amazon discontinued the Early Reviewer Program because the review ecosystem changed.
The program used a gift-card-for-review model. Even though reviewers were asked to leave honest reviews, the gift-card-for-review model conflicted with tightening FTC disclosure expectations and Amazonโs shift toward a more controlled, quality-focused review system.
Amazon did not give sellers a long public explanation. But the direction was clear. Amazon wanted more control over review quality, reviewer selection, and fraud prevention.
That is why Vine became Amazonโs preferred long-term review system, although ERP remained more accessible for smaller sellers.
ERP used ordinary past buyers. Vine uses Amazon-invited reviewers called Vine Voices. These reviewers are selected based on the quality and helpfulness of their past reviews.
The shift created a clear trade-off:
| ERP Advantage | Vine Advantage |
|---|---|
| Easier access | Stronger reviewer vetting |
| Lower cost | More structured program |
| No Brand Registry required | Higher-quality reviewer pool |
| No FBA requirement | Up to 30 reviews per ASIN |
| Helped smaller sellers | Better aligned with Amazonโs review quality direction |
ERP was easier to use. Vine is more controlled.
That is why sellers still search for this comparison. The old program is gone, but the need for early product feedback still exists.
Timeline: How Amazon Review Programs Changed
Amazon moved from an accessible review program to a more controlled review system.
Here is the full timeline:
| Year | Program | What Changed |
|---|---|---|
| 2007 | Vine | Amazon Vine launched for Vendor Central vendors only. It was invitation-based, free for vendors, and managed by Amazon. |
| 2015 | ERP | Amazon launched the Early Reviewer Program for third-party sellers. Sellers paid $60 per ASIN, and buyers received a $1โ$3 gift card for honest reviews on products with fewer than 5 reviews. Each ASIN could receive a maximum of five reviews. |
| 2019 | Vine | Amazon expanded Vine access to brand-registered third-party sellers and made Vine available free of charge for a period. |
| April 2021 | ERP | Amazon permanently discontinued the Early Reviewer Program. |
| 2023 | Vine | Amazon introduced tiered Vine pricing: $0 for 1โ2 units, $75 for 3โ10 units, and $200 for 11โ30 units per ASIN. |
| June 2025 | Vine | Amazon enabled Vine enrollment before product launch. Sellers could enroll an ASIN before it went live, and Vine reviews could appear on Day 1. |
| June 2025 | Early Reviews | SalesDuo Early Reviews launched as a two-sided review marketplace for early product feedback, with no Brand Registry requirement, no 30-review cap, and seller-controlled reviewer matching. |
| 2026 | Vine | Vine remains active with tiered pricing, pre-launch enrollment, expanded reseller access, and a SalesDuo-observed 60โ80% review rate on enrolled units. First reviews typically appear within days to weeks of enrollment. |
The key point is this: ERP ended in 2021, but Vine kept evolving. The 2025 Vine update is what makes this topic important again.
Amazon Vine in 2026: How It Compares to What ERP Offered
Amazon Vine is the main Amazon-native early review program in 2026.
Through Vine, eligible sellers provide free units to Amazon-invited reviewers called Vine Voices. These reviewers can order the product, test it, and leave an honest review.
Vine is stronger than ERP in review quality and review volume. It can support up to 30 reviews per ASIN, while ERP only supported up to five. However, Vine can also cost more than ERP when sellers enroll more units, and it requires eligibility steps ERP did not require.
Sellers generally need Brand Registry, FBA, and an ASIN with fewer than 30 reviews. To understand the full process, read our complete Amazon Vine guide and Amazon Vine eligibility requirements.
The simple comparison is this:
ERP was more accessible. Vine is more structured and quality-focused.
ERP vs. Amazon Vine vs. Early Reviews
| Dimension | ERP (2015โ2021) | Amazon Vine (2026) | Early Reviews (2025+) |
|---|---|---|---|
| Status | Discontinued Apr 2021 | โ Active โ fully operational | โ Active โ launched Jun 2025 |
| Cost | $60 flat fee per ASIN | $0 / $75 / $200 tiered by units | Contact SalesDuo for pricing |
| Brand Registry required | No | โ Required | โ Not required |
| FBA required | No | โ Yes | โ Not required |
| Max reviews per ASIN | 5 | 30 | No cap |
| Review count limit to enroll | <5 reviews at time | <30 reviews at time | No limit |
| Pre-launch enrollment | No | โ Yes (Jun 2025 update) | โ Yes |
| Seller chooses reviewers | No โ Amazon selected | โ No โ Amazon selects Vine Voices | โ Yes โ matched by category/interest |
| Reviewer type | Past buyers (received gift card) | Vine Voices (Amazon-invited elite reviewers) | Opted-in consumers by product category |
| Review guarantee | Yes โ at least 1 guaranteed | โ No guarantee, ~60-80% rate | โ Honest feedback only โ no guarantee |
| PMF / private feedback | โ Published review only | โ Published review only | โ Private PMF feedback + published review |
| Amazon ToS compliant | N/A โ discontinued | โ Fully compliant | โ Fully compliant |
| Best for | (No longer available) | Brand-registered FBA sellers, new ASINs | Non-registered sellers, post-30-review ASINs, PMF testing |
Where Vine Is Stronger Than ERP
Amazon Vine is stronger when sellers need more detailed reviews from experienced reviewers.
Vine Voices are Amazon-invited reviewers selected for the quality and helpfulness of their review history. Amazon invites them based on their review history and the helpfulness of their past reviews. This can lead to more detailed feedback than the Early Reviewer Program usually produced.
Vine also allows more review volume. ERP capped reviews at five per ASIN. Vine can support up to 30 reviews per ASIN, depending on how many units are enrolled.
The 2025 update made Vine even stronger for launches. Sellers can now enroll eligible products before launch, helping reviews appear when the product goes live.
That is something ERP never offered.
Where ERP Was More Accessible Than Vine
ERP was easier for smaller sellers to use.
Sellers did not need Brand Registry. They did not need FBA. The cost was only $60 per ASIN. The program was also built for products with fewer than five reviews.
That made ERP useful for early-stage sellers, smaller private-label brands, and teams still testing new products.
This is the main gap sellers felt when ERP ended.
Vine may be better for review quality, but it does not work for everyone. If a seller does not qualify for Vine, has more than 30 reviews, or needs private product feedback, Vine may not solve the full problem.
What Changed With Amazon Vine in 2025?
In June 2025, Amazon allowed eligible sellers to enroll products in Vine before launch.
This was a major update because it helped solve the zero-review launch problem. Before this, many sellers launched new ASINs with no reviews and had to wait for reviews to arrive after the product went live.
Now, eligible sellers can enroll an ASIN in Vine before launch. Vine Voices can review the product before it goes live, and those reviews can appear on Day 1.
This helps sellers launch with stronger trust signals from the beginning.
Amazon also expanded Vine access to authorized resellers enrolled in Brand Registry. This gave more marketplace teams access to Vine, especially when authorized resellers manage a brand's catalog growth.
This update is why older Vine vs ERP comparisons are outdated. ERP helped sellers get early reviews after launch. Vine can now help eligible sellers prepare reviews before launch.
Still, sellers should verify the current enrollment flow inside Seller Central before building a launch plan around Day 1 reviews. Pre-launch Vine is a significant update, but it still depends on eligibility, inventory readiness, and how the ASIN is set up before launch.
Seller experiences vary: some sellers have reported inconsistent pre-launch availability and uneven review depth, so treat Vine as a structured feedback channelโnot a guaranteed Day 1 outcomeโand verify the workflow for each ASIN.
Before relying on pre-launch Vine, confirm the ASIN is eligible, Brand Registry is active, FBA inventory and the detail page are ready, and Seller Central shows the correct enrollment status. Because Vine reviews are honest, incomplete listings, packaging, or instructions can surface problems quickly; use Vine only when the product is ready for real customer feedback.
The Gap ERP Filled That Vine Still Doesnโt: PMF Feedback for Non-Registered Brands
ERP gave smaller sellers an accessible early feedback loop. Vine does not fully replace that.
Vine works well for Brand Registered FBA sellers with eligible ASINs that have fewer than 30 reviews. But many sellers fall outside that group.
For example:
- A new seller may not have Brand Registry yet.
- A reseller may not have full control over the catalog.
- A product may already have more than 30 reviews.
- A brand may want private feedback before increasing ad spend.
- A product may need real consumer input before a larger launch.
- A marketplace team may want better PMF signals before scaling.
Vine gives public reviews from Amazon-selected Vine Voices. It does not let sellers choose reviewers. It does not provide a private feedback loop before reviews appear. And it does not work for every seller.
That is the gap ERP left behind.
ERP was not perfect, but it was accessible. When Amazon removed it, many sellers lost a simple way to collect early feedback.
Early Reviews: The Modern Answer to What ERP Used to Do
Early Reviews: the two-sided review marketplace helps brands match with reviewers by category interest and collect honest public review support alongside private product-market-fit feedback. Unlike Vine, it does not require Brand Registry or FBA, has no 30-review enrollment cap, and supports pre-launch feedback. It is best suited to non-registered sellers, post-30-review ASINs, and brands that want PMF signals before scaling. Learn how Early Reviews works, then use the decision framework below to choose Vine, Early Reviews, or both.
What Should Sellers Use in 2026?
Sellers should use Vine if they qualify and need Amazon-native review support. They should use Early Reviews if they do not qualify for Vine, need reviewer matching, or want private PMF feedback.
The right choice depends on eligibility, launch stage, review count, and feedback needs. For a broader review strategy, read 7 compliant ways to get Amazon reviews in 2026.
| Seller Situation | Best Option |
|---|---|
| You have Brand Registry, FBA, a new ASIN, and fewer than 30 reviews | Use Amazon Vine first. Add Early Reviews if you also need private PMF feedback. |
| You do not have Brand Registry | Use Early Reviews because Vine may not be available. |
| Your ASIN already has 30+ reviews | Use Early Reviews for additional feedback and review support. |
| You want reviews live on launch day | Use pre-launch Vine if eligible, and use Early Reviews for earlier product feedback. |
| You need reviewer-category fit | Use Early Reviews because sellers can match reviewers by category or interest. |
| You have a tight budget | Use Early Reviews first when budget is the main constraint, then compare total product, fulfillment, and program costs before scaling. |
| You are unsure if the product is ready | Start with private feedback before pushing Vine or larger ad spend. |
The simple rule is:
- Use Vine when you qualify and need Amazon-native early reviews.
- Use Early Reviews when Vine does not fit your product, seller status, or feedback needs.
- Use both when you need Day 1 review support and private PMF feedback before scaling.
The Early Reviewer Program gave non-registered brands a way to get honest early feedback before launch. Vine replaced it โ but only for sellers who have Brand Registry, FBA, and fewer than 30 reviews. Early Reviews fills the gap ERP left: a two-sided marketplace where any brand can get early, honest product feedback from real reviewers in their category, without the eligibility walls Vine requires. No Brand Registry. No FBA requirement. No 30-review cap. Start with Early Reviews โ no Brand Registry required โ
Final Takeaway: ERP Is Gone, But the Need Still Exists
The Amazon Early Reviewer Program is no longer available.
It helped sellers get early social proof, but Amazon discontinued it in 2021. Vine is now the main Amazon-native review program for eligible sellers, and the 2025 pre-launch update made it more useful for new product launches.
But Vine does not solve every early review problem.
It still has eligibility limits. It requires Brand Registry and FBA in most cases. It caps reviews at 30. It does not let sellers choose reviewers. It also does not provide private PMF feedback.
So the better question isn't just โAmazon Vine vs Early Reviewer Program.โ
The better question is: Which review and feedback path fits your product, launch stage, and seller eligibility in 2026?
For Brand Registered FBA sellers with new ASINs, Vine should be the first option. For sellers outside Vineโs requirements, or brands that need early product feedback before scaling, Early Reviews can help fill the gap ERP left behind.
Start with Early Reviews โ no Brand Registry required.
FAQs About Amazon Early Reviewer Program vs Vine
1. Is the Amazon Early Reviewer Program still available?
No โ Amazon discontinued the Early Reviewer Program in April 2021. Sellers can no longer enroll ASINs in ERP, and Amazon has not relaunched the same program.
2. What replaced the Amazon Early Reviewer Program?
Amazon Vine is the closest Amazon-native replacement, but it is not a direct replacement. Vine has different eligibility rules, uses Amazon-invited Vine Voices, and can support more reviews than ERP.
For sellers who do not qualify for Vine, Early Reviews can help fill the early feedback gap.
3. What is the difference between Amazon Vine and the Early Reviewer Program?
The Early Reviewer Program asked past buyers to leave honest reviews in exchange for a small Amazon gift card. Amazon Vine gives free products to Amazon-invited Vine Voices, who may leave honest reviews.
ERP was cheaper and easier to access. Vine is more selective, more structured, and can support more reviews.
4. What changed with Amazon Vine in 2025?
In June 2025, Amazon allowed eligible sellers to enroll products in Vine before launch. This means Vine Voices can review products before the ASIN goes live, and those reviews can appear on Day 1.
Amazon also expanded Vine access to authorized resellers enrolled in Brand Registry.
5. Can I get Amazon reviews without a Brand Registry?
Yes, but not through Amazon Vine in most cases. Vine generally requires Brand Registry and FBA.
Sellers without Brand Registry can use compliant review strategies such as Amazonโs Request a Review button, a strong post-purchase customer experience, and Early Reviews to gather honest early feedback.
About the Author
Meet Mamta Mathe, an Associate Content Writer at SalesDuo who specializes in creating practical, research-backed content for Amazon sellers. She enjoys simplifying complex eCommerce topics and helping brands make smarter growth decisions through clear, actionable insights. Outside of work, she loves reading, exploring new ideas, and staying updated on digital marketing trends.
