Amazon Vine is an international service of Amazon. It opens up the opportunity for companies to get ratings for their products sold on Amazon by paying a fee and providing the relevant goods. These goods are passed to the Vine members (“Vince Voices”) who will write and publish a review. Who are Vine members? Vine members are selected from the reviewer base of Amazon and it is only possible to become one of them by getting an invitation from Amazon; quote:
“Amazon Vine invites the most trusted reviewers on Amazon to post opinions about new and pre-release items to help their fellow customers make informed purchase decisions. Amazon invites customers to become Vine Voices based on their reviewer rank, which is a reflection of the quality and helpfulness of their reviews as judged by other Amazon customers. Amazon provides Vine members with free products that have been submitted to the programme by participating vendors. Vine reviews are the independent opinions of the Vine Voices. The vendor cannot influence, modify or edit the reviews. Amazon does not modify or edit Vine reviews, as long as they comply with our posting guidelines. A Vine review is identified with the green stripe Customer review from the Amazon Vine programme.“ https://www.amazon.co.uk/gp/vine/help
After the start of Amazon Vine in 2007, many other web pages which offer similar services have appeared. Nowadays, sellers have the opportunity to recruit testers on their own and these services become more and more popular and cost-effective as well. Review Clubs, where sellers can start as many product promotions as they want to with any number of testers, are on the rise. It is completely legal and no infringement of Amazon’s guidelines.