Value-added material (VAM)

Prime Video supports delivery of trailer and bonus content. These are differentiated upon MEC, MMC, and EMA delivery. Categorizing these correctly is essential, because it drives the storefront experiences by accurately placing each VAM in the appropriate spot on the title display page.

• Trailers
  Main trailer, teaser trailer, 30-second spot, title announcement trailer, character trailer, featurette trailer, and other promotional video content.
  
• Bonus
  Behind-the-scenes footage, blooper reels, making-of documentaries, deleted scenes, cast interviews, director’s commentary, featurettes, and other supplementary content.

VAM content is shown on a title’s display page in two unique placements:

• Trailer button
  

  

• Extras tab
  

  

The Extras tab appears only when:

• More than a single trailer is provided (for example, a teaser and a main trailer are delivered)
• Trailer(s) and bonus content are provided
• Only bonus content is provided

Trailer and bonus content are distinct VAM content types distinguished through MEC and MMC values detailed in the MEC references and MMC references sections below.

For information about VAM order, please see Sequence later in this page.

Localization

One of the key benefits of utilizing VAM spec is its ability to enable trailer localization, enhancing customer experience across many global marketplaces. To support this capability and ensure the best possible experience for customers worldwide, partners are expected to deliver comprehensive localization for VAM alongside main content by April 1st, 2026. To add localized content, deliver localized audio files the same as any other content to the VAM SKU.

To successfully ingest VAM metadata, please ensure that you submit parent-level metadata for a movie or season asset first. If VAM metadata is delivered prior to parent metadata, Prime Video systems will attempt to match them for 20 hours. If matching does not occur in that window, redelivery of VAM metadata will be required.

Important: Inputs that link parent and child ID references must match exactly. This includes case sensitivity.

The following table lists VAM-relevant fields in MEC title metadata. These requirements are in addition to the MEC requirements found in the MEC asset manifest.

If a VAM title has been assigned a rating supported by Prime Video, it must be included in the metadata. If the title hasn’t been assigned a rating, an Amazon Maturity Rating (AMR) with the best value estimation is recommended.

When multiple VAM titles are available, their order on the display page is determined based on the SequenceInfo number provided in the metadata (MEC)

Order priority is determined by the highest sequence number. For example, if 5 VAM titles are delivered, the title with SequenceInfo 5 will be displayed first, SequenceInfo 4 will be displayed second, and so on. Similarly, the trailer with the highest sequence number is used for the Watch Trailer Button.

If no valid sequencing exists (for example, all VAM is delivered with a SequenceInfo value of 0), order is prioritized based on the latest start date of the VAM avail. If no distinction between sequence or avail start date is provided, trailers will be selected at random. Prime Video reserves the right to re-order VAM content to provide the best customer experience.

VAM content MMC delivery is nearly identical to episode or movie delivery, differing only in the Experiences section values. Be sure to correctly identify the SubType in your VAM MMC delivery, as shown in the following examples.

Trailers:
<manifest:Type>Main</manifest:Type>
<manifest:SubType>Trailer</manifest:SubType>

Bonus:
<manifest:Type>Main</manifest:Type>
<manifest:SubType>Bonus</manifest:SubType>

Warning: Failure to provide this information will lead to a playback error on the detail page.

These requirements are in addition to the MMC requirements found in the MMC asset manifest.

Avail delivery is required to publish VAM content for all business lines avails that are submitted. VAM avails can be delivered along with your movie avails or separately on a dedicated VAM tab. TV series VAM must be delivered using the movie avail template. Please reference the samples available on this page for more information. Note that not all license types can be used for VAM content.

• Trailers
  All trailers must be submitted as Free Video On Demand (FVOD). This ensures that customers can sample content without being logged in, making a purchase, or subscribing to a channel. Don’t use Subscription Video On Demand (SVOD) or Transactional Video On Demand (TVOD) offer types for trailers.
  
• Bonus
  Bonus content must be submitted as FVOD or SVOD. Use FVOD if the content is intended to be available to all customers. Use SVOD if the content is intended to be available only to customers who have a valid channel subscription.

The following table lists VAM-relevant fields in EMA avails. Review the main EMA avail page for all other requirements.

Trailer and bonus art is 16:9 artwork that captures the context for the trailer or bonus content. Similar to movie and episodic art, this is usually a still from the trailer or bonus content, and must be free of any text elements unless it’s a part of the overall image (for example, a sign behind the protagonist with text on it). The accepted value for Purpose in the manifest delivery is “cover”. If artwork is not provided for trailer and bonus content, Prime Video will fall back to the movie or season content.

The following sample files provide commented code and field examples that you can edit to reflect your own information. Right-click a link and select Save link as to save the file to your computer. You can then make changes in Excel and/or XML editors.

Movie:
MEC movie trailer teaser sample file
MEC movie bonus sample file
MMC movie trailer sample file
MMC movie bonus sample file
Avails bonus and trailer sample file

TV Series:
MEC tv series trailer sample file
MEC tv series bonus sample file
MMC tv series trailer sample file
MMC tv series bonus sample file
Avails tv series bonus and trailer sample file