June 1, 2026 · 5 min read

Amazon has quietly made one of its most powerful listing tools accessible to every Brand Owner on Seller Central and paired it with a brand-new quality scoring system. Here is what changed, why it matters, and what you should do before Prime Day.

If you have not checked your A+ Content Manager recently, now is the time. Two significant changes have rolled out inside Amazon’s advertising ecosystem this week, both aimed squarely at helping brand owners build better, higher-converting product listings.

The gate just came down on Premium A+

Up until recently, Premium A+ was an exclusive feature. First reserved for Vendor Central accounts with enterprise-level budgets, and later extended to Seller Central only under strict eligibility rules. Brands had to maintain a published Brand Story across their entire catalog and hit a minimum number of approved A+ projects within a trailing 12-month window. Even well-established sellers often found themselves locked out because a single ASIN in a large catalog was missing the required Brand Story module.

That era is over. Amazon has confirmed that Premium A+ is now available to all Seller Central Brand Owners. No thresholds, no trailing requirements, no catalog-wide Brand Story prerequisites. If you hold brand ownership in Seller Central, you have full access.

This is not a phased rollout or a beta test. It is a permanent, across-the-board change. Every Brand Owner in Seller Central is eligible today.

What Premium A+ actually gives you

Standard A+ Content has long been a useful tool. Richer product descriptions, image-text combinations, comparison modules, and brand logos. But Premium A+ opens an entirely different level of creative and commercial control over your listings.

With Premium A+, you gain access to full-bleed layouts stretching up to 1,464 pixels wide, embedded video modules, interactive hotspot features that let shoppers click on specific product areas to reveal detailed information, image carousels, upgraded comparison tables, and dedicated Q&A sections. These are not cosmetic upgrades, they fundamentally change how a shopper experiences and evaluates your product before making a purchase decision.

Amazon’s own data puts the potential sales uplift from Premium A+ at up to 20%, compared to 8% for standard A+ Content. At scale, and especially during high-traffic events like Prime Day, when qualified traffic costs significantly more per click. Even a modest improvement in on-page conversion rate translates into a meaningful revenue difference without any additional ad spend.

Meet the Content Quality Analysis tool

Alongside the Premium A+ announcement, Amazon has introduced a second feature currently in beta: Content Quality Analysis. This is a recurring scoring system that evaluates each of your A+ Content pages on a weekly basis and flags anything that falls below Amazon’s current optimisation benchmarks.

The reason this matters goes beyond simple aesthetics or design polish. A+ Content is increasingly being used as a structured data source by Amazon’s AI systems including Alexa for Shopping, which now surfaces AI-generated answers at the very top of search results before a shopper even clicks through to a listing. Content that scores poorly is not just visually underperforming; it is potentially invisible to the AI layer that shapes what shoppers see first. A low quality score is a discovery problem, not just a presentation problem.

Think of Content Quality Analysis as an ongoing compliance check, not a one-time audit. Amazon’s quality standards will evolve, and so will its scoring benchmarks.

What to do right now, in order of priority

• Verify your access. Log into Seller Central, go to Advertising > A+ Content Manager, and confirm that Premium A+ features are available to you. For the vast majority of Brand Owners, the upgrade is already unlocked and waiting.
• Run the quality analysis. Use the Content Quality Analysis tool to audit your existing A+ pages. Prioritise your top-revenue ASINs and any products you are planning to push during Prime Day. These are the listings where a quality gap is most costly.
• Submit upgrades well before Prime Day. Amazon typically processes A+ Content reviews within seven business days and up to 14 during high-volume periods. Content submitted this week should clear review in time for the event. Content submitted after mid-June carries timing risk.

The bigger picture

Paid traffic during Prime Day is expensive. Brands competing aggressively will see cost-per-click rates well above their normal baseline. The brands that win the event are not necessarily the ones spending the most — they are the ones converting more of the traffic they have already paid to attract. Premium A+ Content is one of the very few levers that simultaneously improves the shopper experience, lifts conversion rates, reduces returns, and strengthens how Amazon’s own AI understands and represents your product.

It has always been a powerful tool. Now it belongs to everyone. The Content Quality Analysis feature ensures you can not only build better content but keep it performing as standards evolve.

¹Your A+ Content Manager is the right place to start.

Go Premium with AMZ Branding Hub today!