Amazon Vine is one of the most influential tools for creating initial buzz on new releases for years. By enabling brands to sign up eligible ASINs and receive genuine, honest feedback from Vine Voices, it makes products gain credibility sooner.
Until now, though, there was one big catch: heavy and large items—the kind of things that need oversized shipping or special care—weren’t allowed. That excluded categories like treadmills, furniture, gym gear, and big appliances from taking advantage of Vine, putting sellers in these niches behind.
Now, Amazon has thrown the door open. Vine is now officially available for dense and heavy FBA products—a shift that has the potential to change the review and sales approach for countless brands.
Why This Matters for Sellers
Heavy and bulky items often cost more and require more thought when buying. People don’t usually buy a $600 treadmill on a whim like they might a kitchen tool. They want to know that other people have bought, used, and recommended the product.
That’s where Vine comes in. By leveraging this program, brands can now build social proof more quickly, something that was much harder to do before. A few high-quality Vine reviews can reduce hesitation, build trust, and help a new or slow-moving ASIN start converting more consistently.
For sellers, this is especially powerful because:
Big-ticket items rely heavily on reviews. One or two strong testimonials can carry more weight in this category than dozens of reviews on smaller consumer products.
Competition is growing in heavy/bulky categories. As more fitness equipment, furniture, and large appliances move online, standing out early with reviews becomes essential.
Slow-selling ASINs can finally get traction. If you’ve ever launched a bulky item only to watch it stagnate with zero reviews, this update gives you a way to break the cycle.
The Requirements You Should Know
While this is an exciting update, not every seller can jump in immediately. There are some key requirements to keep in mind:
- You must be brand registered. Vine is only open to enrolled brands, so if your trademark isn’t registered with Amazon Brand Registry yet, this is step one.
- The product must be FBA. Heavy and bulky items are only eligible if Amazon is handling fulfillment, including those oversized categories that fall under their “Heavy & Bulky” programs.
- Inventory needs to be available. Just like standard Vine enrollment, your ASIN must be active with available stock before you can enroll.
What This Means for Your Launch Strategy
This update is more than just an operational change—it’s a strategic opportunity. Here’s why:
- Lower risk in launching premium products. Sellers can now enter the market with higher confidence, knowing that Vine can help build social proof faster.
- Faster validation of product demand. If reviews highlight positive experiences, you’ll know sooner whether your product is resonating or needs adjustments.
- Opportunity to revive dormant listings. Products that have been sitting without reviews can finally get the boost they need to start selling.
It also raises the stakes for sellers who don’t take advantage. If your competitors are using Vine to secure reviews in these high-value categories, relying only on organic reviews may leave you at a disadvantage.
Final Thoughts
Amazon’s expansion of Vine to heavy and cumbersome FBA products is a huge victory for high-ticket category sellers. What was once a pain point—lagging or slow review growth—can now be responded to directly, allowing it to be faster to build trust and drive sales.
If you’re selling furniture, fitness equipment, appliances, or another big box category, now is the moment to go back and re-examine your strategy. Ensure your brand is registered, double-check your products are FBA-compliant, and begin enrolling those ASINs.
With a market where social proof tends to make or break sales, this new opportunity might just be the edge you’ve been awaiting.
