Amazon’s new podcast strategy: Monetize everything

In Brief

Amazon’s podcasting concern has transformed implicit the past six months, according to The New York Times.

Back successful August 2025, the institution reportedly eliminated much than 100 jobs from its podcast workplace Wondery. At the time, Amazon insisted it was not shutting Wondery down, and that appears to beryllium technically existent — it inactive uses the Wondery brand.

But the NYT said Amazon “took a sledgehammer” to the studio. Audio-only podcasts present run nether Audible, portion a caller section called Creator Services works with on-camera celebrities similar Dax Sheperd, Keke Palmer, and Jason and Travis Kelce.

For example, the institution said it’s creating an “expanding universe” astir the Kelce brothers’ “New Heights,” with monetization plans that spell acold beyond modular podcast ads. There’s a caller conception connected Amazon called Kelce Clubhouse, wherever fans tin bargain “New Heights” merchandise, ticker the documentary “Kelce,” and acquisition recommended products for a football-watching party.

In the words of Creator Services wide manager Matt Sandler, Amazon is trying to “infuse some the contented and the commerce together.”

Of course, different online creators are besides betting connected commerce. But according to the NYT, Amazon is the lone 1 that “dismembered a company” to get here.

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