Content Rights: Marketing

Your titles can earn prime placement on the Prime Video home page

~4 min read October 28, 2026

This guide covers two powerful marketing tools: the Featured Originals and Exclusives carousel and the pre-order system. Getting these right means your content reaches more customers and earns their trust. At this time, you’ll have to deliver an EMA Avail to utilize these features.

Publishing Requirements

All marketing and pre-order fields fall into one of four categories. Understanding these categories helps you prioritize your submission and avoid delays.

Category	Definition
Required	Your title will not publish without these fields for the applicable content type. Providing only required fields results in a basic customer experience.
Enhanced	These fields are not required for publishing. Providing them improves discoverability, placement, and the customer experience.
Conditional	This field is required only when specific conditions are met. The condition is noted in the field description. If the condition applies to your title, the field becomes required.
Discarded	Amazon does not use this field.

Marketing and Pre-Order Fields by Content Type

Use this table to see which marketing and pre-order fields apply to your content and their publishing requirement category.

Field	Definition	Category	Condition
BrandingRights	Does Prime Video have rights to brand this content? Boolean value.	Conditional	Required for Featured Originals and Exclusives carousel. Set to True on all applicable avails.
BrandingRightsAttributes	The type of branding rights granted to Amazon.	Enhanced
Exclusivity	Is this window exclusive to Prime Video? Boolean value.	Enhanced
ExclusiveAttributes	The type of exclusivity rights granted to Amazon.	Enhanced
SuppressionLiftDate	Date on which the earliest EST start date can be displayed to customers. YYYY-MM-DD format.	Conditional	Required for POEST. Sets the release date visible on the pre-order page.
AnnounceDate	The date for pre-orders when customer availability can be announced. YYYY-MM-DD format.	Enhanced
SpecialPreOrderFulfillDate	Use only if not using earliest EST start date. YYYY-MM-DD format.	Discarded
GroupIdentity	The subscription to which terms apply. Distinguishes first-party from third-party subscriptions.	Conditional	Required for Prime SVOD or Channels.

Quick Tip

BrandingRights and SuppressionLiftDate apply at the Movie and Episode avail level. For TV seasons, BrandingRights must be set on every episode avail. For movies, it must be set on every resolution avail (HD, SD, 4K, UHD).

Featured Originals and Exclusives Carousel

The Featured Originals and Exclusives carousel sits at the top of the Prime Video home page. You can showcase your highest-profile titles to subscription customers worldwide. Your titles appear alongside Amazon Originals and other premium exclusive content.

The Featured Originals carousel shows your Original content. The Exclusives carousel shows content that you exclusively distribute as a content provider.

Quick Tip

Available Worldwide (as of March 2025): The Featured Originals and Exclusives carousel is available to subscription customers in all worldwide territories.

BrandingRights Field Requirement

To appear in the carousel, your avails must include the BrandingRights field with a value of True. Here is everything to know about this field.

Requirement	Details
Field name	BrandingRights
Required value	True (also accepted: TRUE, true)
Case-sensitive?	No. The field is not case-sensitive.
Minimum EMA Avail version	EMA Avails 1.7.3 or later
Existing titles	Submit a new avail with BrandingRights = True for any title already delivered.

Quick Tip

For any title already delivered to Prime Video, submit a new avail with BrandingRights = True.

TV Season Requirements

To surface a TV season in the carousel, every episode avail must qualify. One missing episode blocks the entire season from the carousel.

What to Do

Set BrandingRights = True on every episode avail in the season.

What Happens If You Miss One

The entire season is excluded from the carousel.

Quick Tip

TV Season Rule: ALL episode avails for a season must have BrandingRights = True. Any single episode without this value will exclude the entire season. There are no partial exceptions.

Movie Requirements

To mark a movie as an Original, submit a movie avail with BrandingRights = True. If your title is available in multiple video resolutions, cover all of them.

Resolution	BrandingRights Required?	If Missing?
HD	Yes	Title excluded from carousel
SD	Yes	Title excluded from carousel
4K	Yes	Title excluded from carousel
UHD	Yes	Title excluded from carousel

Quick Tip

Movie Rule: Every Resolution Counts. ALL video resolution avails (HD, SD, 4K, UHD) must have BrandingRights = True. Any missing resolution avail will prevent the title from appearing in the carousel.

Artwork Requirements

Your artwork must meet these requirements to display correctly in the carousel.

Artwork Requirement	Accepted	Not Accepted
Aspect ratio	2:3 poster format	Any other aspect ratio
Channel branding	Clean artwork with no overlays	Burned-in logos or channel branding

- Submit 2:3 poster artwork for your storefront display in the carousel.
- Do not include any channel brand logo burned into the image.
- Burned-in logos or channel branding will disqualify your artwork.

For full artwork guidance, see: Artwork Specifications

Pre-Orders

Pre-orders let customers commit to your title before it is available to watch. Setting up pre-orders correctly protects your customers and your publishing workflow.

Submit POEST and EST Avails Together

To create pre-order offers, POEST and EST avails must go in the same file.

POEST = Pre-Order Electronic Sell-Through. This is the pre-order window avail.
EST = Electronic Sell-Through. This is the regular purchase avail after release.

Correct Approach

Submit POEST and EST avails in the same avail file. Both avails are ingested and offers are created correctly.

Incorrect Approach

Submit POEST in one file and EST in a separate file. Avails fail ingestion. The pre-order offer is not created.

Quick Tip

In Effect Since March 31, 2023: The requirement to submit POEST and EST avails in the same file has been in effect since March 31, 2023.

Required Date Fields for Pre-Orders

Two fields are required for every pre-order avail. Both must be populated.

Field	Definition	What It Does	If Missing	Category
SuppressionLiftDate	Date on which the earliest EST start date can be displayed. YYYY-MM-DD.	Sets the EST start date displayed to customers. This is when the release date becomes visible on the pre-order page.	Publishing errors occur. Customers cannot see the release date.	Required
End	End of term. YYYY-MM-DD or ISO 8601 format.	Sets the end date for the POEST avail window. Must be populated to close the pre-order period correctly.	Publishing errors occur. The pre-order window does not close correctly.	Required

Quick Tip

Both Fields Are Required: Always populate both SuppressionLiftDate (the EST start date) and End. Pre-orders will not work correctly without both fields set.

Critical Warning: Do Not Remove POEST Rights Early

If you remove pre-order rights before the EST start date, here is what happens:

Customers who pre-ordered cannot play their content.
Customers may make duplicate purchases to access content they already paid for.
You may be required to refund all affected customers.

Important

Critical Warning: Removing POEST rights before the EST start date blocks customers from accessing their pre-ordered content. This can require refunds and may lead to customers making duplicate purchases. It is entirely preventable.

Safe Action

Keep POEST rights active until after the EST start date. Customers access pre-ordered content on release day. No refunds or duplicate purchase issues arise.

Risky Action

Remove POEST rights before the EST start date. Customers are blocked from accessing their content. Potential refunds and customer service escalations required.

How Pre-Order Windows Work

Understanding the pre-order timeline helps you configure your avails correctly.

Phase	What Is Active	What Customers See
Phase 1	POEST avail is active. EST avail is submitted but not yet live.	Customers can pre-order. The release date shows based on SuppressionLiftDate.
Phase 2	EST start date is reached. EST avail becomes active.	Customers who pre-ordered can now access and play their content.
Phase 3	POEST End date is reached. The pre-order window closes.	New customers purchase normally through the active EST offer.

Know Before You Go

Run through this checklist before you submit any marketing-related avails. Each item helps you avoid the most common carousel and pre-order failures.

Carousel.

Pre-Orders.