An apparatus and method for coating products is disclosed herein. An exemplary apparatus comprises a vibration generating portion and a product coating portion. The product coating portion can include a coating application portion, a sifting portion, and an aligning portion. The exemplary apparatus can include a coating recycle portion as well. The vibration generation portion further comprises a motor vibration assembly secured to a frame wherein the frame is in communication with the product coating portion, such as a pan assembly, by springs that move the pan assembly with a vibratory motion. The product coating portion includes a series of angled steps that guide the coating and vibrating product upwards and forward, while simultaneously allowing the product to be agitated against the coating resting on the step surface. Additionally, the product coating portion can include a moveable wire belt conveyor assembly.