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    WhitepaperPFV BadgePreferred Fulfilment Vendor

    How Trailers & Additional Content Are Attached to an Existing Title on Prime Video

    On Prime Video, trailers and other Value Added Material (VAM) are not managed as standalone titles but as complementary content linked to a movie or series already available on the platform. For these materials to display correctly in the user experience, rights, metadata, and technical deliveries must align with the Preferred Fulfilment Vendors (PFV) program rules.

    In this document we explain, in practical terms, how the standard flow works for attaching trailers and extras to existing content, and what role a Preferred Vendor plays versus the Content Partner (studio, distributor, or aggregator).

    1. Roles: Content Partner vs Preferred Vendor

    In the Prime Video ecosystem, two key actors coexist in this process:

    Content Partner

    The rights holder or licensee (studio, distributor, aggregator). Controls the licensing deal with Prime Video and is responsible for uploading rights (avails) into Amazon's system via EMA XLS Avails templates.

    Preferred Fulfilment Vendor (PFV)

    The technical provider certified by Prime Video to manage digital packaging, localization, and delivery of master files, subtitles, dubs, technical metadata, and artwork, meeting Amazon's specifications.

    In practice, the Content Partner defines where and when a trailer or extra will be available (territories, dates, exploitation model), while the Preferred Vendor ensures the material is technically ready and delivered into Prime Video's systems.

    2. The VAM and Trailers Model in Prime Video

    Prime Video treats promotional and value-added materials as "Value Added Material" (VAM). This includes:

    Trailers and teasers
    Season recaps
    Featurettes, making-of, special clips
    Other extras that expand or promote the main work

    In the EMA Avails specification, these contents are described as supplemental (WorkType = supplemental) and are linked to the main title through shared identifiers (AltID, ContentID, ALID), so Prime can understand it's a trailer or extra associated with a specific movie or series.

    View details on Amazon Video Central

    3. Rights Definition via EMA XLS Avails

    Prime Video requires rights to be delivered via the EMA XLS Avails template, currently supporting versions 1.6, 1.7.2 and 1.7.3. This template defines, per row, a unique combination of content, territory, window, and commercial parameters.

    For trailers and VAM of a movie already available, the Content Partner must:

    1
    Use WorkType = supplemental to identify it as additional content, not the movie itself.
    2
    Set LicenseType = FVOD for trailers and teasers, as they are free materials for the end user.
    3
    Declare, per row: Territory (ISO 3166-1 alpha-2), Start (YYYY-MM-DD), and End (specific date or "Open").
    4
    Repeat one row per territory, avoiding grouping multiple countries in a single Territory cell.

    The EMA Excel itself includes a "Data Dictionary" and "General Instructions" section clarifying which fields are REQ (required), optional, or enumerated. View EMA XLS Avails Template

    4. Linking the Trailer to the Main Title

    The key step for Prime Video to understand that a trailer belongs to existing content is identifier consistency.

    Use AltID, ContentID and ALID consistent with those used for the main movie or series.
    Maintain the same licensor (DisplayName) and the same ID scheme used when uploading the long form (main movie).
    Respect EntryType = Full Extract, as Prime Video only accepts Full Extract or Full Delete submissions.

    This way, when the Content Partner submits VAM avails, Prime Video can automatically associate these supplemental SKUs with the main title already in the catalog.

    5. Typical Operational Flow for Attaching Trailers

    1

    Identify Main Content

    The Content Partner confirms which Prime title will be the "parent" of the VAM, reviewing internal IDs, territories, and active windows.

    2

    Prepare Avails Template

    Start from the EMA XLS Avails template in the supported version or a pre-filled file by the Preferred Vendor with base information.

    3

    Complete Rights Fields

    The Content Partner fills territories, Start/End dates, currency and price if applicable, ContractID, etc., following EMA rules.

    4

    Internal Validation

    Verify one row per territory, dates respect deal chronology, and identifiers are consistent with the main title.

    5

    Upload Avails to Prime

    The Content Partner uses the Amazon-enabled channel to upload the avails Excel, complying with Full Extract / Full Delete policies.

    6

    Technical Delivery by PFV

    In parallel or after rights approval, the Preferred Vendor ingests technical assets (video masters, audio, subtitles, metadata, artwork) per Prime Video specs.

    Once rights and assets are aligned, the trailer or extra begins to appear associated with the main title in the Prime Video interface.

    6. Benefits of Working with a Preferred Vendor

    Reduced packaging errors and dependency on up-to-date technical specifications.

    Scalability to manage multiple territories, languages, and exploitation windows in parallel.

    Accelerated time-to-market for trailers and VAM accompanying a movie or series launch.

    Greater stability in avails update flows (Full Extract / Full Delete) through processes aligned with Prime Video.

    While the Content Partner maintains control over the deal and rights strategy, the Preferred Vendor ensures that technical execution meets the quality and format standards required by Prime Video globally.

    Frequently Asked Questions

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