Overview

Amazon has tightened the eligibility criteria for Premium A+ Content, the most advanced listing format available to brand‑registered sellers. Effective immediately, brands must demonstrate continuous content activity and provide a Brand Story on every product they own. Sellers who ignore the new rules risk losing access to interactive modules that can drive higher conversion rates.

Key Points

• Universal Brand Story — Every brand‑owned ASIN must display a Brand Story module before Premium A+ can be unlocked.
• Rolling 12‑month A+ activity — At least one A+ Content submission must have been approved within the last twelve months to stay eligible.
• Brand Registry required — Active enrollment in Amazon Brand Registry remains a non‑negotiable prerequisite.
• In‑app eligibility banner — When all conditions are satisfied, a banner appears in the A+ Content Manager confirming Premium access.
• Premium modules include hotspots, video, carousels, and comparison tables — These tools are reserved for brands that meet the new standards.

How the New Eligibility Rules Work

1. Publish a Brand Story on every listing — A seller of a skincare line must add the Brand Story module to each of the 45 SKUs in the portfolio, not just the top‑selling bottle. Once every ASIN shows the story, the first condition is satisfied.
2. Maintain a recent A+ approval — If the same skincare brand submitted a new A+ page for a seasonal moisturizer three months ago and it was approved, the rolling window requirement is met. If the last approval was 14 months ago, the brand must create and submit a fresh A+ page to re‑activate eligibility.
3. Verify Brand Registry status — The seller logs into Brand Registry and confirms that the trademark is still active and that the brand’s enrollment is in good standing. Any lapse automatically disqualifies the account.
4. Check the in‑app notification — After completing steps 1‑3, the seller navigates to the A+ Content Manager under the Advertising menu. A green banner reading “Premium A+ Content available” confirms that the account now qualifies. If the banner is missing, the seller must revisit the previous steps to locate the gap.