Amazon’s new podcast strategy: Monetize everything - BERITAJA

In Brief

Amazon’s podcasting business has transformed complete 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 still uses the Wondery brand.

But the NYT said Amazon “took a sledgehammer” to the studio. Audio-only podcasts now run nether Audible, while a caller section called Creator Services useful pinch on-camera celebrities for illustration Dax Sheperd, Keke Palmer, and Jason and Travis Kelce.

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

In the words of Creator Services wide head 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 only 1 that “dismembered a company” to get here.

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