According to The New York Times, Amazon’s podcasting business has undergone a transformation over the past six months.
In August 2025, the company reportedly eliminated more than 100 jobs at podcast studio Wondery. At the time, Amazon insisted it was not shutting down Wondery, which appears to be technically true. Still using the Wondery brand.
But the NYT said Amazon “took a sledgehammer” to the studio. The audio-only podcast now runs on Audible, and a new division called Creator Services works with celebrities like Dax Sheperd, Keke Palmer, and Jason and Travis Kelce.
For example, the company said it is creating an “expanding universe” around the Kelce brothers’ “New Heights” with a monetization plan that goes far beyond standard podcast advertising. Amazon has a new section called Kelce Clubhouse where fans can purchase “New Heights” merchandise, watch the documentary “Kelce” and purchase recommended products for football watch parties.
In the words of Creator Services General Manager Matt Sandler, Amazon is trying to “fuse content and commerce together.”
Of course, other online creators are betting on commerce too. But according to the NYT, Amazon is the only company that “broke up” itself to get this far.
