Amazon’s new podcast strategy: Monetize everything

The first StrictlyVC of 2026 hits SF on April 30. Tickets are going fast. Register now. The first StrictlyVC of 2026 hits SF on April 30. Tickets are going fast. Register now. TechCrunch Desktop Logo TechCrunch Mobile Logo LatestStartupsVentureAppleSecurityAIApps EventsPodcastsNewsletters SearchSubmit Site Search Toggle Mega Menu Toggle Topics Latest 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. 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. Newsletters See More Subscribe for the industry’s biggest tech news Every weekday and Sunday, you can get the best of TechCrunch’s coverage. TechCrunch Mobility is your destination for transportation news and insight. Startups are the core of TechCrunch, so get our best coverage delivered weekly. Provides movers and shakers with the info they need to start their day. By submitting your email, you agree to our Terms and Privacy Notice. Amazon’s new podcast strategy: Monetize everything Anthony Ha 23 seconds ago Startups Why Tokyo is the most important tech destination of 2026 Cindy Zackney 1 day ago Apps India’s app market is booming — but global platforms are capturing most of the gains Jagmeet Singh 4 days ago X LinkedIn Facebook Instagram youTube Mastodon Threads Bluesky TechCrunchStaffContact UsAdvertiseCrunchboard JobsSite Map Terms of ServicePrivacy PolicyRSS Terms of UseCode of Conduct Tim CookJohn TernusNew GlennWhatsAppMythosTech LayoffsChatGPT © 2026 TechCrunch Media LLC.