Amazon Tightens Eligibility Rules for Premium A+ Content: What Sellers Need to Know
Amazon now requires every brand‑owned ASIN to have a basic A+ module before Premium A+ can be unlocked, and at least one A+ approval must be within the past 12 months (e.g., a module approved March 15 2023 expires March 15 2024). The brand must also be in good standing in Brand Registry; any missing module or pending infringement hides the green “Premium A+ Available” banner.
Overview
Amazon has tightened the rules for accessing Premium A+ Content, the high‑impact listing enhancement that lets brand‑registered sellers embed video, interactive hotspots and image carousels. The new eligibility standards, announced in early 2024, require sellers to prove ongoing, catalog‑wide use of standard A+ modules before they can unlock premium features. Sellers who ignore the changes risk losing a competitive edge in categories where rich media drives higher conversion rates.
Key Points
- Full‑catalog A+ prerequisite — Every ASIN owned by a registered brand must have at least a basic A+ module live before Premium access is granted; a single missing ASIN can block eligibility.
- Rolling 12‑month activity window — Sellers need at least one A+ approval that occurred within the past 12 months; approvals older than a year no longer count toward the requirement.
- Brand Registry good standing — The account must remain active in Amazon Brand Registry with no unresolved policy violations or suspension notices.
- Eligibility banner in Seller Central — Qualified sellers will see a green “Premium A+ Available” banner inside the A+ Content Manager, providing a quick visual confirmation.
- Impact on conversion metrics — Historical data shows standard A+ lifts conversion by 3‑10%; Premium A+ adds video or interactive hotspots can push that improvement an additional few percentage points, especially in competitive niches.
What's Changing
- Catalog‑wide basic A+ requirement — Amazon now scans the entire brand portfolio. For example, a shoe brand with 120 SKUs must publish a simple “Features” A+ layout on each SKU before the system flags the account as Premium‑eligible.
- 12‑month recency rule — The platform tracks the date of the most recent A+ approval. If a seller’s last approved module was on March 15 2023, the eligibility clock will expire on March 15 2024 unless a newer module is submitted.
- Brand Registry health check — Amazon cross‑references the Brand Registry status. An account with a pending infringement claim will see the Premium banner withheld, even if all catalog A+ modules are in place.
Analysis & Recommendations
Why This Matters
Without meeting the new catalog‑wide and recency rules, sellers lose access to video and interactive hotspot tools that can add several percentage points to conversion rates. Ensuring full A+ coverage and a clean Brand Registry status is essential to maintain competitive listings.
Key Takeaways
- Full‑catalog basic A+ prerequisite: every ASIN must have at least a minimal A+ layout; a single missing ASIN blocks Premium eligibility.
- 12‑month recency rule: A+ approvals older than 12 months no longer count; a module approved March 15 2023 expires March 15 2024.
- Brand Registry health check: pending infringement or policy violations prevent the Premium banner even if all A+ modules are live.
- Eligibility banner: a green “Premium A+ Available” banner appears in the A+ Content Manager only when all three conditions are met.
Recommended Actions
- →In Seller Central > A+ Content Manager, export the brand’s ASIN list, identify any SKUs lacking a basic A+ module, and create a minimal “Features” ...
- →In Seller Central > A+ Content Manager, review the approval dates for each ASIN; submit updated A+ modules for any that have not been approved with...
- →In Seller Central > Brand Registry, open the account health page, resolve any infringement or policy notices, and verify the “Good Standing” badge ...
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