Amazon’s podcasting division has undergone significant changes in the last six months, as reported by The New York Times.
In August 2025, the company reportedly cut over 100 positions from its Wondery podcast studio. Amazon maintained that Wondery wasn’t being shut down, and this remains accurate as the Wondery brand continues to be used.
However, the NYT described Amazon’s actions as severely impacting the studio. Audio-only podcasts now fall under Audible, while a new unit called Creator Services collaborates with on-camera celebrities like Dax Sheperd, Keke Palmer, and Jason and Travis Kelce.
The company announced plans to create a broad ecosystem around the Kelce brothers’ “New Heights,” exploring monetization beyond typical podcast ads. Amazon introduced Kelce Clubhouse, where fans can purchase “New Heights” merchandise, watch the “Kelce” documentary, and buy items for football-watching events.
According to Matt Sandler, general manager of Creator Services, Amazon aims to blend content and commerce seamlessly.
While other online creators are pursuing commerce, the NYT notes that Amazon uniquely dismantled a company to achieve this.