Amazon’s new podcast strategy: Monetize everything
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In Brief Posted: 2:38 PM PDT · April 26, 2026 Image Credits:Matthias Balk/picture alliance / Getty Images Anthony Ha Amazon’s new podcast strategy: Monetize everything Amazon’s podcasting business has transformed over the past six months, according to The New York Times. Back in August 2025, the company 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 said Amazon “took a sledgehammer” to the studio. Audio-only podcasts now operate under Audible, while a new department called Creator Services works with on-camera celebrities like Dax Sheperd, Keke Palmer, and Jason and Travis Kelce. For example, the company said 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 new section on Amazon called Kelce Clubhouse, where fans can buy “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 according to the NYT, Amazon is the only one that “dismembered a company” to get here. Topics Amazon, Commerce, Media & Entertainment April 30 San Francisco, CA StrictlyVC kicks off the year in SF. Register now for unfiltered fireside chats and VC insights with leaders from Uber, Replit, Eclipse, and more. Plus, high-value connections that actually move the needle. Tickets are limited. REGISTER NOW Newsletters See More Subscribe for the industry’s biggest tech news TechCrunch Daily News Every weekday and Sunday, you can get the best of TechCrunch’s coverage. TechCrunch Mobility TechCrunch Mobility is your destination for transportation news and insight.
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