Amazon’s podcasting business has undergone significant restructuring in recent months, as indicated by a report from The New York Times. In August 2025, the company eliminated over 100 positions within its podcast studio, Wondery, leading to questions about the studio’s future.
While Amazon claimed at the time that it was not discontinuing the Wondery brand, The New York Times characterized the company’s actions as taking a “sledgehammer” to the studio. Currently, audio-only podcasts are produced under the Audible brand, reflecting a shift in strategy.
A new department named Creator Services has been launched to work with on-camera celebrities, including Dax Shepard, Keke Palmer, and Jason and Travis Kelce. Amazon is actively developing an “expanding universe” surrounding the Kelce brothers’ podcast, “New Heights,” with ambitious monetization plans that extend beyond typical podcast advertising.
Additionally, Amazon has introduced a dedicated section, Kelce Clubhouse, where fans can purchase “New Heights” merchandise, view the documentary “Kelce,” and buy items tailored for football-watching gatherings. Matt Sandler, general manager of Creator Services, stated that Amazon aims to “infuse both the content and the commerce together.”
The New York Times pointed out that while other digital creators are pursuing similar commercial avenues, Amazon stands out for having “dismembered a company” to achieve its goals in this space.
