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Amazon revamps podcast strategy to monetize content beyond ads with merchandise and commerce.

Others
26 Apr 2026
TechCrunch
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Neutral
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Amazon has restructured its podcast business, shifting audio-only podcasts under Audible and creating a new Creator Services department focused on on-camera celebrities. The company is expanding monetization efforts beyond traditional ads by integrating commerce, such as selling merchandise and related products through dedicated sections like the Kelce Clubhouse. This approach aims to blend content and commerce, setting Amazon apart by deeply transforming its podcast studio Wondery to pursue this strategy.

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