Overview

Amazon has updated the eligibility criteria that brand-registered sellers must satisfy to unlock Premium A+ Content on their product listings. The revised requirements place greater emphasis on catalog-wide A+ coverage and recent publishing activity, signaling Amazon's intent to reward sellers who consistently invest in high-quality listing content. Sellers relying on advanced modules like video, interactive hotspots, and image carousels should review the changes now to avoid losing access.

What Premium A+ Content Offers

Premium A+ Content builds on Amazon's standard A+ program by adding powerful multimedia tools that go well beyond enhanced images and text. Eligible sellers gain access to embedded video modules, interactive hotspot images that highlight product features on hover or tap, full-width image carousels for immersive visual storytelling, and detailed comparison tables that help shoppers evaluate products side by side. These features give brands significantly more control over how their story is presented on a product detail page, and listings using Premium A+ have historically shown stronger conversion performance than those limited to standard modules.

What's Changing

• Full catalog A+ coverage — Every ASIN tied to your brand must now have at least one published A+ Content module. Sellers can no longer qualify by enhancing only their top performers while leaving other listings bare.
• 12-month recency window — Amazon now requires that A+ modules have been approved within the past 12 months. Content published years ago that has never been refreshed will no longer count toward eligibility.
• Active Brand Registry enrollment — Your brand must remain enrolled in Amazon Brand Registry and in good standing. While this has always been a baseline requirement, the updated policy reaffirms it alongside the new activity-based criteria.
• In-app confirmation — Sellers who meet all requirements will see a banner notification inside the A+ Content Manager in Seller Central confirming that Premium A+ has been unlocked.

Why Amazon Is Tightening Requirements

The update fits into Amazon's broader strategy of incentivizing consistent, high-quality content across the entire marketplace. By requiring A+ modules on all brand-owned ASINs, Amazon is pushing sellers to maintain a uniform content standard rather than cherry-picking which listings to enhance. The rolling 12-month window ensures ongoing catalog maintenance, preventing sellers from coasting on outdated modules that may no longer reflect current branding or product details. From Amazon's perspective, richer detail pages drive higher customer confidence, better conversion rates, and fewer returns.