Amazon’s podcasting enterprise has remodeled over the previous six months, according to The New York Times.
Again in August 2025, the corporate reportedly eradicated greater than 100 jobs from its podcast studio Wondery. On the time, Amazon insisted it was not shutting Wondery down, and that seems to be technically true — it nonetheless makes use of the Wondery model.
However the NYT stated Amazon “took a sledgehammer” to the studio. Audio-only podcasts now function beneath Audible, whereas a brand new division known as Creator Companies works with on-camera celebrities like Dax Sheperd, Keke Palmer, and Jason and Travis Kelce.
For instance, the corporate stated it’s creating an “increasing universe” across the Kelce brothers’ “New Heights,” with monetization plans that go far past normal podcast adverts. There’s a brand new part on Amazon known as Kelce Clubhouse, the place followers should buy “New Heights” merchandise, watch the documentary “Kelce,” and buy advisable merchandise for a football-watching celebration.
Within the phrases of Creator Companies normal supervisor Matt Sandler, Amazon is making an attempt to “infuse each the content material and the commerce collectively.”
After all, different on-line creators are additionally betting on commerce. However in accordance with the NYT, Amazon is the one one which “dismembered an organization” to get right here.
