One of the biggest challenges for sellers on Amazon in niches such as furniture, fitness equipment, and big appliances has been accumulating reviews for years. As compared to fast-selling, smaller products, heavy and bulky items are more difficult to sell rapidly, thus tending to delay the organic feedback pace. Absent social proof, even a great product may find it challenging to make a breakthrough.
But now there is some good news. Amazon has officially expanded Amazon Vine to cover heavy and bulk FBA products. This update provides brand-registered sellers in oversized categories with the credibility boost they need to win buyers’ trust earlier.
What Changed?
Up until now, Vine has been mostly limited to regular-sized FBA products. Sellers of larger products were sitting on the sidelines with no better alternatives to spurring reviews except sluggish organic orders or expensive promotions. With this change, Amazon is finally acknowledging the value of review-building in categories where the risk is higher and buying decisions are more dependent on reassurance.
This implies items such as treadmills, sofas, refrigerators, and other big items can be enrolled in Vine. Amazon will give such products to trusted reviewers (Vine Voices), and these then post real feedback that is displayed publicly on the product detail page.
Why This Matters for Sellers
The impact of this change is bigger than it may seem at first glance. Reviews aren’t just “nice to have” on Amazon—they’re a conversion driver. Especially for expensive, bulky products, buyers rely heavily on reviews before making a decision.
Here’s why this update is a game-changer:
Faster credibility for new ASINs: Launching a new oversized product no longer means waiting months for the first handful of reviews. Vine accelerates this process.
More people will see your product: Positive reviews help more customers click on your listing and buy it. This helps Amazon show your product more often in search results.
Buyers feel more confident: For expensive items, reviews show that other customers like the product.
This makes potential buyers feel more comfortable making a purchase.
What Sellers Should Keep in Mind
While the update is exciting, there are a few important details to consider:
- Brand Registry is required. If your brand isn’t registered with Amazon Brand Registry, you won’t be able to enroll products in Vine.
- Costs may apply. Amazon Vine isn’t always free, and sellers should weigh the enrollment fees against the potential sales lift.
- Product quality matters. Negative reviews from Vine Voices can hurt as much as positive ones can help. Before enrolling, make sure your product and packaging are up to standard.
- Inventory readiness. Because these products are often expensive to ship and store, make sure your supply chain and fulfillment are prepared for a potential demand increase.
My Perspective
I see this update as Amazon leveling the playing field. For too long, sellers in heavy and bulky categories have been disadvantaged compared to those selling smaller consumer goods. Now, they have a fair shot at building momentum more quickly.
Personally, I’d recommend using Vine strategically. Don’t just enroll every product—focus on new ASINs or those that are struggling to gain traction. Pair it with strong listing optimization and advertising, and the results could be significant.
Final Thoughts
The expansion of Amazon Vine to heavy and bulky FBA items is a smart, long-overdue move. It gives sellers in oversized categories a chance to build social proof faster and compete more effectively. If you’re brand-registered and selling in this space, this is an opportunity you shouldn’t ignore.
The bigger question is: how will you use it? Will you test Vine immediately on your high-ticket products, or will you continue relying on organic reviews to build credibility?
One thing is certain—those who adapt to these updates early often see the biggest advantage.
