Value-Added Material (VAM)

Prime Video shows VAM content on a title’s detail page in two placements:

1. Trailer Button

2. Extras Tab

Appears only when:

• More than a single trailer is included (for example, a teaser and a main trailer)
• You provide trailers and bonus content
• Only bonus content is included

Trailer and bonus content are distinct VAM types. MEC and MMC values differentiate them. See the MEC references and MMC references sections below.

Premium VAM

Unlike standard Extras, Premium VAM displays bonus content on the Extras tab. It also updates the buy button to highlight that bonus content is included with purchase of the feature content.

Deliver comprehensive localization for all VAM content in parity with feature content. This includes localized audio, timed text, and metadata.
TVOD bonus content must meet global localization requirements. Prime Video enforces these the same way it does for feature content.

To learn more about our global localization requirements see: Global TVOD Requirements

Quick Tip

Pre-release detail pages let you build audience anticipation before launch. When you deliver complete VAM packages with correct metadata, your titles surface earlier. You drive more Watchlist additions and create stronger opening-day engagement. Every correctly configured trailer helps customers discover your content before it goes live.

Prime Video delivers trailers and bonus content separately on the storefront. This applies at a movie or season level. VAM titles are separate entities from their parent content. To deliver VAM, use the MovieLabs spec.

VAM Content Asset Requirements

• A unique identifier
• Dedicated metadata (MEC)
• Dedicated manifest (MMC)
• Avails (EMA)
• Component-based playable package with a semi-textless mezzanine and discrete timed text and secondary audio
• Artwork

To activate VAM on a title’s detail page, deliver a trailer, teaser, or bonus content. Each must be a separate entity from the parent title.

Bonus content can be delivered under three access models:

• FVOD: Available to all customers at no cost.
• SVOD: Unlocked only for customers with an active subscription to the associated channel.
• TVOD (Premium VAM): Unlocked upon purchase or rental of the associated feature or season. TVOD is only compatible with parent Content IDs (SKUs) created after April 1, 2026. Redeliveries of pre-existing Content IDs (SKUs) are not supported.

Important

Your VAM does NOT share unique IDs with the parent title. Each trailer or teaser is a completely separate entity. It needs its own unique Content ID (SKU) and its own set of deliverables.

The only link between the VAM and the parent is the ParentContentID field in the VAM MEC. Do not reuse or reference the parent Content ID (SKU) for VAM assets.

VAM Deliverables

Deliver one complete set of the following per trailer, teaser, or bonus content asset. Keep these separate from parent content deliverables.

Avail Start Date

Trailers: Your trailer avail start date must be earlier than the parent content’s launch date. For example, if your movie launches December 1, the trailer avail must start before December 1.

Bonus content: Your bonus content avail start date must occur on or after the parent movie start date. The bonus content avail end date must occur on or before the parent movie end date.

Follow this order to avoid ingestion failures:

1. Deliver parent metadata first. Submit your movie or season MEC before your VAM MEC. If VAM metadata arrives first, Prime Video attempts matching for 20 hours. If no match occurs, redeliver the VAM metadata.
2. Match IDs exactly. The ParentContentID in your VAM MEC must match the parent’s ContentID exactly, including case. Any mismatch prevents ingestion.
3. Keep Content IDs (SKUs) separate, linked by reference. The ParentContentID is the sole mechanism connecting your VAM to the parent. If it is incorrect or missing, the VAM will not appear on the parent’s detail page.

Quick Tip

Submit parent-level metadata for a movie or season asset first. Inputs that link parent and child ID references must match exactly. This includes case sensitivity.

In addition to the MEC requirements in Title Metadata: MovieLabs MEC XML, the following table lists VAM-relevant fields in MEC title metadata.

Important

TitleDisplayUnlimited Restriction: The TitleDisplayUnlimited field must contain only the VAM type (for example, “Trailer” or “Teaser”). Never include the parent title name in this field. VAM content publishes before the main content goes live. Including the parent title here can reveal unannounced titles to customers. Localized versions must also exclude the parent title name.

Ratings

Include any Prime Video-supported rating in the metadata. If no rating has been assigned, include an Amazon Maturity Rating (AMR) with the best value estimate.

Sequence

When you deliver multiple VAM titles, Prime Video uses the SequenceInfo number in the MEC to set display order.

The highest sequence number has the highest display priority. For example, if you deliver 5 VAM titles, SequenceInfo 5 appears first. Prime Video also uses the highest sequence number for the Watch Trailer button.

If no valid sequencing exists, Prime Video prioritizes by the latest VAM avail start date. This applies when all VAM has a SequenceInfo value of 0. If no distinction exists, Prime Video selects trailers at random.

Important

Prime Video reserves the right to re-order VAM content for the best customer experience.

VAM content MMC delivery is nearly identical to episode or movie delivery. It differs only in the Experiences section values. Correctly identify the SubType in your VAM MMC delivery.

Trailers

Bonus

Quick Tip

Prime Video reserves the right to re-order VAM content for the best customer experience.

Deliver avails to publish VAM content for all submitted business lines. Deliver VAM avails with your movie avails or separately on a dedicated VAM tab. Use the movie avail template for TV series VAM.

Quick Tip

Deliver TV series VAM using the movie avail template. Do not use the TV or episode template.

Trailers

All trailers must be submitted as Free Video On Demand (FVOD). This ensures customers can sample content without logging in, purchasing, or subscribing.

Important

Do not use SVOD or TVOD offer types for trailers. All trailers must be FVOD.

Bonus

Bonus content can be submitted as FVOD, SVOD, or VOD/EST (TVOD).

• Use FVOD if the content is available to all customers at no cost.
• Use SVOD if the content is available only to customers with a valid channel subscription.
• Use VOD or EST with PriceType = bundle-only and PriceValue = NA. This applies to content available only to customers who purchased or rented the feature.

For VOD/EST bundle-only avails, submit only one quality type (the highest available). Submitting multiple bundle-only avail rows causes avail delivery errors.

Quick Tip

VOD/EST is only compatible with parent Content IDs (SKUs) created after April 1, 2026. Redeliveries of pre-existing Content IDs (SKUs) are not supported.

Bonus content avail dates must fall within the parent movie’s avail window. See Avail Start Date for details.

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

Trailers

Trailer art requires artwork that captures the trailer context. This is typically a still from the trailer.

Bonus Content

Bonus art requires artwork capturing the content’s context. You also need Poster Art for enhanced mobile viewing.

Important

If you do not provide artwork, Prime Video defaults to the parent movie or TV season primary artwork.

For more details see: Enhanced Experience Artwork Specifications