A new way for Amazon podcasts: Make all the money

Amazon’s podcasting business has changed over the past six months, according to The New York Times.

Back in August 2025, the company says it eliminated more than 100 jobs from his studio podcast Wondery. At the time, Amazon insisted that it wasn’t shutting down Wondery, and that seems to be technically true – it still uses the Wondery brand.

But the NYT said Amazon “took a sledgehammer” to the studio. Audio-only videos are now operating under Audible, with a new department called Creator Services working with on-camera celebrities such as Dax Sheperd, Keke Palmer, and Jason and Travis Kelce.

For example, the company said it’s creating a “growth environment” around the Kelce brothers’ “New Heights,” with revenue plans that go beyond traditional podcast ads. There is a new section on Amazon called Kelce Clubhousewhere fans can purchase “New Heights” merchandise, view “Kelce” articles, and purchase merchandise recommended for a football viewing party.

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

Where, some internet developers are also betting on marketing. But according to the NYT, Amazon is the only one that “broke the company” to get here.