Amazon groups three different review-related tools on its Customer Reviews page: Request a Review, Vine, and the Customer Reviews tool.
They are related, but they do not do the same job.
What is Request a Review?
Request a Review is Amazon’s standardized review request flow inside Seller Central.
Amazon describes it as a way to send automated review requests from the Order details page. For brands and agencies, the important point is that the request is neutral and runs through Amazon’s own system.
It is not a custom message asking for a positive review.
What is Vine?
Amazon Vine is a program for eligible products. Amazon says it connects products with invited Vine Voices who try the product and share honest, unbiased opinions.
Vine is most relevant when a product is new, eligible, and still has a limited review base. It can help with early customer signal, but it is not a replacement for launch readiness.
The product still needs a clear page, inventory, claims discipline, and a customer-ready offer.
What is the Customer Reviews tool?
The Customer Reviews tool is for monitoring product reviews, responding to some customer concerns, and learning from review patterns.
Amazon says eligible sellers can view product reviews from the last 12 months, filter reviews, contact customers who leave less than three stars, and use feedback to uncover ways to improve products.
The practical takeaway
Use the right tool for the right moment.
Request a Review is for neutral post-order requests. Vine is for eligible products that need early customer feedback. Customer Reviews is for monitoring, support, and learning after reviews arrive.
None of them should be used to control sentiment or pressure customers.