-------------------------------------------------------------------------------- DOCUMENT CONTROL -------------------------------------------------------------------------------- Document ID : DAB-AMZ-VINE-001 Title : Amazon Vine Enrollment SOP Version : 1.0 Status : DRAFT Date Created : 2026-05-01 Prepared by : PYB / Daralbeida Style : BPGP Department : MKTG Classification: Internal — Confidential Related Docs : DAB-AMZ-LAUNCH-MASTER-001, DAB-AMZ-BR-001, DAB-AMZ-LISTING-001 -------------------------------------------------------------------------------- OUTLINE -------------------------------------------------------------------------------- 1. Purpose & Scope 2. What Amazon Vine Is 3. Eligibility Requirements 4. Cost Structure 5. How Vine Works: Process Overview 6. Enrollment Procedure: Step by Step 7. Enrollment Timing Strategy 8. Unit Allocation Strategy 9. What to Expect: Review Timeline & Volume 10. Vine Review Monitoring Protocol 11. What Vine Cannot Do: Limitations & Risks 12. Post-Vine Review Strategy 13. Acronyms 14. Glossary -------------------------------------------------------------------------------- 1. PURPOSE & SCOPE ================================================================================ This document defines the enrollment process, timing strategy, unit allocation logic, and monitoring protocol for Amazon Vine as it applies to Daralbeida's Phase 1 launch. Amazon Vine is the only legitimate mechanism available to sellers for proactively seeding verified reviews at launch on Amazon. It is a prerequisite for early conversion rate performance and organic search ranking. This SOP applies to both Daralbeida SKUs: DAB-OO-0.5L ($26) and DAB-OO-1L ($32). Both ASINs are to be enrolled separately and on a staggered schedule per Section 7. 2. WHAT AMAZON VINE IS ================================================================================ Amazon Vine is an invitation-only program in which Amazon invites trusted, high-quality reviewers ("Vine Voices") to receive products at no charge in exchange for honest, unbiased reviews. Vine reviewers are selected by Amazon based on their review history, helpfulness votes, and engagement quality. They are not vetted or communicated with by the seller at any point. KEY CHARACTERISTICS Vine reviews carry the "Vine Customer Review of Free Product" badge, which is visible on the review. Research consistently shows that consumers do not penalise this badge — Vine reviews are treated as credible because they come from a trusted reviewer pool with no financial relationship to the seller. Vine reviews cannot be influenced, incentivised, directed, or solicited by the seller. Amazon manages the entire review process. The seller provides units; Amazon does the rest. Attempting to contact Vine reviewers or influence review content in any way violates Amazon's terms of service and may result in account suspension. Vine reviews may be negative. There is no mechanism to remove a Vine review except through Amazon's standard review policy violation process (which requires the review to violate policy, not merely be negative). Product quality and packaging must be launch-grade before enrollment. 3. ELIGIBILITY REQUIREMENTS ================================================================================ All of the following must be true before enrollment is possible: Requirement Status for Daralbeida ----------------------------------------- ---------------------------- Brand Registry enrolled Required — see DAB-AMZ-BR-001 Professional Seller Central account Required ASIN has fewer than 30 existing reviews Satisfied at launch (0 reviews) Product is FBA (not FBM) Required — both SKUs are FBA Listing is Active (not suppressed) Must be confirmed before enrollment Listing has title, image, and price Must be confirmed before enrollment ASIN is not an adult product Satisfied ASIN is not a digital product Satisfied Inventory available in FBA for Vine units Must have sufficient stock INVENTORY NOTE: Vine reserves up to 30 units from FBA inventory for distribution to reviewers. These units are removed from available inventory immediately upon enrollment. The proof-of-concept shipment must account for Vine unit allocation — do not enroll if doing so would leave fewer than 100 units available for sale. 4. COST STRUCTURE ================================================================================ Amazon Vine fees are charged per parent ASIN at enrollment. Pricing as specified in the Phase 1 plan: Enrollment Fee : $400 per parent ASIN (verify current rate in Seller Central before enrollment — Amazon fees are subject to change) Units provided : Up to 30 units per parent ASIN at no additional cost beyond the enrollment fee Reviewer cost : $0 — reviewers receive products free; no per-review fee TOTAL VINE COST FOR PHASE 1 ASIN Enrollment Fee Units Allocated Total ----------------- ----------------- ------------------ -------- DAB-OO-0.5L $400 Up to 30 $400 DAB-OO-1L $400 Up to 30 $400 TOTAL — Up to 60 units $800 The $800 total Vine cost is a fixed launch investment regardless of how many reviews are ultimately left. It must be budgeted as a pre-revenue marketing cost in the Year 1 financial model. IMPORTANT: Units provided to Vine reviewers are counted as cost of goods at the product cost rate, in addition to the enrollment fee. These units generate no revenue. Factor approximately 30 units × cost per unit per SKU as an additional Vine cost in the financial model. 5. HOW VINE WORKS: PROCESS OVERVIEW ================================================================================ Step Who Acts Timeline --------------------- ------------------- -------------------------------- Seller enrolls ASIN Seller Day 1 Amazon reserves Amazon Within 24–48 hours of enrollment up to 30 units from FBA inventory Amazon invites Vine Amazon Ongoing over 90 days Voices to claim the product Vine Voice claims Vine reviewer Variable; over 30–90 day window product and receives it via FBA Vine Voice uses Vine reviewer Variable; reviewer's discretion product and writes a review Review appears on Amazon / reviewer Typically 2–8 weeks after listing product receipt Enrollment window Amazon 90 days from enrollment date closes Not all 30 units will necessarily be claimed or reviewed within the 90-day window. Amazon does not guarantee a specific number of reviews from Vine. The program guarantees distribution to eligible reviewers; actual review count depends on reviewer uptake and engagement with the product category. After 90 days, unclaimed units are returned to sellable FBA inventory. 6. ENROLLMENT PROCEDURE: STEP BY STEP ================================================================================ PREREQUISITES CHECK (COMPLETE BEFORE STARTING) Confirm all eligibility requirements in Section 3 are met. Confirm inventory at FBA is sufficient: minimum 130 units per SKU (100 sellable + 30 Vine allocation). Confirm Vine fee budget is approved: $400 per ASIN. Confirm listing is Active with title, main image, and price populated. Confirm A+ Content is approved and live (strongly recommended before enrollment — Vine reviewers evaluate the full listing experience). STEP 1 — NAVIGATE TO VINE IN SELLER CENTRAL Seller Central > Advertising > Vine If Vine is not visible in the menu, confirm Brand Registry enrollment is complete and the Seller account is connected in Brand Registry. STEP 2 — ENROLL FIRST ASIN (0.5L) Click "Enroll products" Search for the 0.5L ASIN by ASIN number or product name Select the parent ASIN (not a child variation) Review the enrollment details: fee, units to be reserved, enrollment period Click "Enroll" Confirm payment method on file in Seller Central is active — the $400 fee is charged at enrollment STEP 3 — CONFIRM ENROLLMENT Vine enrollment status should show as "Enrolled" within 24 hours. Confirm that: (a) enrollment status is active, (b) unit reservation count shows up to 30 units reserved, (c) available FBA inventory has decreased by the reserved amount. STEP 4 — ENROLL SECOND ASIN (1L) — ONE WEEK LATER Wait 7 days after 0.5L enrollment before enrolling the 1L ASIN. Rationale: staggering enrollment spreads reviewer attention across both products, avoids reviewer fatigue with the brand in the same week, and allows monitoring of the first enrollment before committing the second. Repeat Steps 2–3 for the 1L ASIN. STEP 5 — MONITOR ENROLLMENT STATUS Check Vine dashboard weekly: units claimed, units remaining, reviews posted. First reviews typically appear 3–6 weeks after enrollment. Do not expect reviews in the first two weeks. 7. ENROLLMENT TIMING STRATEGY ================================================================================ Vine enrollment timing relative to listing activation is critical. Enrolling too early (before listing is fully optimised) means Vine reviewers evaluate an incomplete listing experience. Enrolling too late misses the launch window when early reviews have the greatest ranking impact. RECOMMENDED TIMING Milestone Timing Relative to Launch --------------------------------------- ---------------------------------- Listing Active (inventory at FBA) Day 0 (launch day) A+ Content approved Day 0 – Day 7 (target pre-launch) Brand Store live Day 0 – Day 7 0.5L Vine enrollment Day 7 (one week post-launch) 1L Vine enrollment Day 14 (two weeks post-launch) First Vine reviews expected Day 28 – Day 60 (variable) 90-day enrollment window closes Day 97 / Day 104 respectively RATIONALE FOR WEEK 7 START (FROM MASTER PLAN) The master plan (DAB-AMZ-LAUNCH-MASTER-001) schedules Vine enrollment at Week 7 of the overall launch timeline, which corresponds to approximately Day 7 after listing activation. This allows A+ Content and Brand Store to be live before Vine reviewers evaluate the listing, maximising the quality of the reviewer experience and the likelihood of positive review sentiment. 8. UNIT ALLOCATION STRATEGY ================================================================================ Amazon allows up to 30 units per parent ASIN for Vine. The seller specifies the number at enrollment (between 1 and 30). The recommendation is to enroll the maximum (30 units) for both ASINs, for the following reasons: REASONS TO ENROLL 30 UNITS - More units means more potential reviews within the 90-day window - Review velocity in the first 90 days has a disproportionate impact on organic search ranking and conversion rate - The cost per potential review ($400 / 30 = ~$13 per review at maximum uptake) is significantly lower than any alternative review acquisition mechanism - Unclaimed units are returned to sellable inventory after 90 days — there is no cost to enrolling the maximum if units are not all claimed UNIT ALLOCATION TABLE ASIN Units Enrolled Cost Per Unit (est.) Vine Fee ----------------- ----------------- ----------------------- ---------- DAB-OO-0.5L 30 ~$3.50 (COGS) $400 DAB-OO-1L 30 ~$3.50 (COGS) $400 COGS figure is illustrative — PYB to confirm actual cost per unit from the landed cost calculator before finalising the Vine budget line. 9. WHAT TO EXPECT: REVIEW TIMELINE & VOLUME ================================================================================ REALISTIC EXPECTATIONS Metric Realistic Range Notes --------------------------- --------------------- ------------------------- Units claimed (30 enrolled) 15–28 units Not all units are always claimed in 90 days Reviews received 8–20 reviews ~50–70% of claimed units generate a review Average star rating 3.8 – 4.6 Vine reviewers are honest; product quality determines rating Time to first review 3–6 weeks Variable by reviewer Time to last Vine review 8–14 weeks Within 90-day window These are category-typical ranges for a new food and grocery ASIN. The olive oil category has an engaged reviewer base. Products with a compelling provenance story and premium packaging tend to attract higher reviewer engagement and more detailed reviews. WHAT DRIVES POSITIVE VINE OUTCOMES - Listing quality: complete A+ Content and professional photography set a positive first impression before the reviewer even receives the product - Packaging quality: the unboxing experience matters. Daralbeida's dark glass bottle and premium label must be flawless — no adhesive issues, no label misalignment, no leakage - Product quality: the oil must match the claims on the listing. A Vine reviewer who receives a genuinely exceptional EVOO will say so in detail - Instruction insert: a brief quality card inside the packaging explaining tasting notes, provenance, and lot traceability adds to the premium experience and gives reviewers material to reference in their review 10. VINE REVIEW MONITORING PROTOCOL ================================================================================ WEEKLY MONITORING (FROM ENROLLMENT TO 90 DAYS) - Log into Seller Central > Advertising > Vine - Record: units claimed to date, units remaining, reviews posted to date - Check listing review section for new Vine reviews (identified by badge) - Record: new review date, star rating, review content summary REVIEW RESPONSE PROTOCOL Amazon allows sellers to comment on reviews. Vine reviews should be monitored and responses considered as follows: Review Type Response Action ------------------- ------------------------------------------------------- 5-star positive No response required. Monitor for authenticity signals that can inform future marketing copy. 4-star positive No response required unless a specific question is asked. 3-star mixed Consider a brief, professional, non-defensive response acknowledging the feedback and inviting direct contact. 2-star negative Brief, professional response only. Acknowledge feedback. Do not argue or explain defensively. Do not offer incentives or ask them to change the review. 1-star negative Read carefully. If the review violates Amazon policy (irrelevant content, personal attacks, competitor activity), report via Brand Registry > Report a Violation. If the review is genuine product feedback, acknowledge professionally and investigate the product or packaging issue cited. CRITICAL RULE: Never offer a refund, replacement, or any compensation in a public review response. Never ask a reviewer — in a response or via any other channel — to modify or remove their review. Both actions violate Amazon's review policies and may result in account action. REVIEW ESCALATION If 5 or more consecutive Vine reviews are 3 stars or below, escalate to PYB immediately. This signals a product, packaging, or listing expectation issue that must be investigated and resolved before volume sales scale. 11. WHAT VINE CANNOT DO: LIMITATIONS & RISKS ================================================================================ VINE DOES NOT GUARANTEE POSITIVE REVIEWS Vine reviewers are independent and uninfluenced. A product with quality or packaging issues will receive honest negative reviews that are permanent and visible on the listing. Do not enroll in Vine until the product is genuinely launch-ready. VINE DOES NOT GUARANTEE REVIEW VOLUME Amazon does not guarantee that all 30 enrolled units will be claimed or that all claimed units will generate reviews. Actual review count may be materially lower than the 30-unit enrollment ceiling. VINE REVIEWS CANNOT BE REMOVED BY THE SELLER Vine reviews are permanent unless they violate Amazon's community guidelines. A negative Vine review from a qualified reviewer expressing a genuine product opinion cannot be removed, disputed, or suppressed by the seller. VINE DOES NOT SUBSTITUTE FOR ORGANIC REVIEW STRATEGY Vine seeds the initial review base. Long-term review growth comes from organic buyer reviews via Amazon's Request a Review feature. Vine and organic review outreach are complementary, not substitutes. VINE UNITS REDUCE AVAILABLE INVENTORY The 30 reserved units per ASIN are immediately unavailable for sale from the enrollment date. At proof-of-concept shipment volumes (100–500 units), this is a meaningful portion of total inventory. Plan inbound shipment accordingly. 12. POST-VINE REVIEW STRATEGY ================================================================================ After the 90-day Vine window closes, ongoing review acquisition relies on: AMAZON'S REQUEST A REVIEW FEATURE Available in Seller Central > Orders. For each delivered order, Amazon allows a single review request to be sent between 5 and 30 days after delivery. The request is a standardised Amazon-generated email — the seller cannot customise the content. This is the only seller-initiated review solicitation permitted by Amazon. RECOMMENDATION: Use the Request a Review feature for every order. This can be automated via third-party tools (e.g. Jungle Scout, Helium 10, Sellerboard) that trigger requests automatically within the permitted window. REVIEW VELOCITY TARGETS (POST-VINE) Milestone Target Timeline Cumulative Reviews (per ASIN) ----------------------- ------------------ ------------------------------ End of Month 3 Month 3 15–25 (Vine + early organic) End of Month 6 Month 6 35–50 End of Year 1 Month 12 50+ per ASIN Achieving 50+ reviews per ASIN at an average of 4.3 stars or above by end of Year 1 is the threshold at which organic conversion rate stabilises and the listing becomes self-reinforcing for new buyers. 13. ACRONYMS ================================================================================ ASIN Amazon Standard Identification Number COGS Cost of Goods Sold CVR Conversion Rate EVOO Extra Virgin Olive Oil FBA Fulfilled by Amazon FBM Fulfilled by Merchant MKTG Marketing & Brand (department code) SKU Stock Keeping Unit SOP Standard Operating Procedure ================================================================================ 14. GLOSSARY ================================================================================ ASIN Amazon Standard Identification Number. A unique 10-character alphanumeric identifier assigned by Amazon to each product listing. Each Daralbeida SKU has its own ASIN and is enrolled in Vine separately. Daralbeida Brand name of the premium Moroccan EVOO venture. Always one word. USPTO trademark application filed, Class 29. EVOO Extra Virgin Olive Oil. Highest IOC grade. FFA 0.8% maximum, cold-extracted without chemical processing. FBA Fulfilled by Amazon. Vine enrollment requires FBA as the fulfillment method — FBM listings are not eligible. Seller Central Amazon's seller management portal. All Vine enrollment, listing management, inventory tracking, and advertising is managed through Seller Central. Vine (Amazon Program) Amazon's invite-only reviewer program. Allows brand-registered sellers to enroll up to 30 units per ASIN for distribution to trusted Vine Voice reviewers at no cost to the reviewer. The only legitimate mechanism for seeding verified reviews at launch. Fee: $200 per ASIN (confirm current fee in Seller Central — Amazon fees subject to change without notice). Vine Voice An Amazon reviewer designated as a trusted member of the Vine program. Vine Voices receive enrolled products for free and provide an honest review. The seller has no ability to influence the content of Vine reviews. -------------------------------------------------------------------------------- DOCUMENT CONTROL (FOOTER) -------------------------------------------------------------------------------- Document ID : DAB-AMZ-VINE-001 Version : 1.0 Status : DRAFT Style : BPGP Department : MKTG Last Modified : 2026-05-01 Review Cycle : Upon Amazon Vine policy or fee update; upon any change to proof-of-concept shipment unit count Retention : 3 years from date of creation Owner : PYB / Daralbeida Distribution : Internal only COMPLIANCE : Vine enrollment fee confirmed as $400/ASIN per Phase 1 plan. Verify current fee in Seller Central before enrollment — Amazon fees are subject to change without notice. COGS per unit for Vine cost calculation must be confirmed from the landed cost calculator before finalising budget. -------------------------------------------------------------------------------- END OF DOCUMENT --------------------------------------------------------------------------------