The podcasting sector of Amazon has undergone significant changes in the last six months, as reported by The New York Times.

In August 2025, the firm allegedly cut over 100 positions from its podcast studio Wondery. At that moment, Amazon claimed it was not closing down Wondery, which seems to be technically accurate — the Wondery brand is still in use.

However, the NYT reported that Amazon “wielded a sledgehammer” against the studio. Audio-focused podcasts are now managed under Audible, while a fresh division called Creator Services collaborates with on-screen personalities like Dax Shepard, Keke Palmer, and Jason and Travis Kelce.

For instance, the company mentioned it is developing an “expanding universe” around the Kelce brothers’ “New Heights,” with monetization strategies that extend well beyond typical podcast advertising. There is a new section on Amazon titled Kelce Clubhouse, where supporters can buy “New Heights” merchandise, view the documentary “Kelce,” and acquire recommended items for a football viewing event.

As expressed by Creator Services general manager Matt Sandler, Amazon aims to “merge both the content and the commerce together.”

Naturally, other online creators are also investing in commerce. Yet, according to the NYT, Amazon is the sole entity that has “dismembered a company” to achieve this.