Overview

Amazon is tightening the rules for Premium A+ Content, making the program merit‑based instead of open‑access. Starting now, every brand‑registered seller must publish a Brand Story module on each owned ASIN and must have at least five approved A+ modules in the past 12 months. Sellers who fail to meet either condition will lose access to Premium A+ features such as video, interactive hotspots, and carousel images.

Key Points

• Universal Brand Story requirement — Every ASIN in a brand’s catalog must display a published Brand Story module, no matter how large the inventory.
• Minimum activity rule — Brands must accumulate at least five approved A+ modules within a rolling 12‑month window to stay eligible.
• Continuous compliance — Both the 100 % Brand Story coverage and the five‑module activity threshold must be maintained at all times; a lapse triggers immediate loss of Premium A+ status.
• Retroactive credit — A+ modules approved before the policy change count toward the five‑module minimum, so many established brands may already satisfy the activity rule.
• In‑platform eligibility banner — The A+ Content Manager now shows a banner that confirms whether a brand meets the new criteria.
• No grace period for large catalogs — Amazon has not announced any exceptions for brands with hundreds of SKUs; the Brand Story is now considered baseline content.

How Premium A+ Eligibility Works

1. Publish Brand Story on every ASIN — After logging into Seller Central, navigate to the A+ Content Manager, select “Create Brand Story,” and attach it to each owned product. For example, a cosmetics brand with 250 SKUs must add a 300‑word Brand Story to each listing before the next calendar day.
2. Track approved A+ modules — Use the “A+ Content History” report to count how many modules received Amazon’s approval in the last 12 months. If a home‑goods brand approved three modules in March, one in July, and one in November, it meets the five‑module threshold.
3. — The banner in the A+ Content Manager turns green when both the 100 % Brand Story and the five‑module activity conditions are satisfied. If the banner turns red, the brand must add missing Brand Stories or submit new A+ modules within the next 30 days to avoid losing Premium A+ tools.