Complimentary and 500 mile "sticker" upgrades for AA elites are explained in the wiki in this thread:
https://www.flyertalk.com/forum/amer...questions.html
The 500 mile sticker upgrades are earned or purchased. Other Oneworld elites are not eligible for these upgrades. Also see:
Does AA upgrade oneworld elites?
Other persons may purchase load factor based upgrades or day or departure upgrades from a kiosk:
DOD / DODU (LFBU) Space-available, counter, kiosk, and online upgrade (master thd)
Operational upgrades depend upon the luck of the draw.