Amazon’s podcasting business has changed over the past six months, According to The New York Times.
The company reportedly back in August 2025 More than 100 jobs eliminated From its podcast studio Wondery. At the time, Amazon insisted it wasn’t shutting down Wondery, and that technically appears to be 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 personalities like Dax Shepard, Keke Palmer, and Jason and Travis Kelce.
For example, the company said it is creating an “expanded universe” around the Kells Brothers’ “New Heights”, with monetization plans that go far beyond standard podcast advertisements. There is a new section on Amazon called Kells Club HouseWhere fans can purchase “New Heights” merchandise, watch the documentary “Kelce” and purchase recommended products for a football watching party.
In the words of Matt Sandler, general manager of Creator Services, Amazon is trying to “tie together both content and commerce.”
Absolutely, Other online creators are also betting on commerce. But according to the NYT, Amazon is the only company that “broke a company” to get here.
