One correction: it is the ACA ("Affordable Care Act") not the AMA. The AMA is the lobbying organization for providers.

Also, most health insurance plans have always covered checkups, contraception etc. The ACA specifies that these should be covered without copayments and deductibles. This is intended to be an incentive for the insured to get these kinds of preventative procedures instead of waiting till more costly problems develop. This tends to reduce the total cost of care to be reimbursed and (in theory) should lower premiums.