Amazon just redrew the line between brands and resellers, and with it, quietly expanded access to one of their most powerful review tools: Vine.

For the first time, authorized resellers enrolled under a Brand Registry brand can now use Vine to generate reviews on select ASINs.

To qualify, resellers must:
• Be Professional Selling Partners
• Be assigned as a Reseller or Brand Representative for a registered brand
• Have eligible FBA offers in “New” condition
• Enroll ASINs with fewer than 30 reviews

It’s easy to assume this change means brands and resellers can now combine forces to build shared review equity, but that’s not the case. The policy doesn’t alter review attribution, it simply redistributes the effort required to generate them.

Brands no longer have to shoulder all the cost and execution pressure to get cold-start ASINs off the ground. Resellers (when authorized) can now actively contribute to that early momentum by enrolling eligible units into Vine themselves.

This changes the launch math for both sides.

For brands, it’s a chance to extend Vine participation without duplicating spend.
For resellers, it’s a new seat at the table, especially if you're invested in scaling catalog visibility under an aligned partnership.

If you’re a reseller with strong brand partnerships, this is your chance to close the gap. If you’re a brand working with resellers, now’s the time to rethink how tools like Vine fit into your co-sell strategy.

Amazon appears to be rewarding ecosystem alignment by offering shared incentives, tools, and growth opportunities, because the tools are changing and the sellers who grow will be the ones who learn how to share the load.