Amazon’s novel podcast strategy: Monetize everything

Back in August 2025, the organization reportedly eliminated more than 100 jobs from its podcast studio Wondery. At the time, Amazon insisted it was not shutting Wondery down, and that appears to be technically true — it still uses the Wondery brand.

But the NYT remarked Amazon “took a sledgehammer” to the studio. Audio-only podcasts now operate under Audible, while a novel department called Creator Services works with on-camera celebrities like Dax Sheperd, Keke Palmer, and Jason and Travis Kelce. Furthermore, experts in startup note the continued relevance.

For example, the firm mentioned it’s creating an “expanding universe” around the Kelce brothers’ “New Heights,” with monetization plans that go far beyond standard podcast ads. There’s a recent section on Amazon called Kelce Clubhouse, where fans can invest in “New Heights” merchandise, watch the documentary “Kelce,” and purchase recommended products for a football-watching party.

In the words of Creator Services general manager Matt Sandler, Amazon is trying to “infuse both the content and the commerce together.”

Of course, other online creators are also betting on commerce. But Amazon is the only one that , according to the NYT“dismembered a company” to get here.

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