Amazon’s new podcast strategy: Monetize everything

Amazon is reshaping its podcast business by folding audio-only shows into Audible and using Wondery only in limited ways.

The company reportedly cut more than 100 Wondery jobs while creating a new Creator Services team to focus on creator-led commerce.

Amazon’s plan leans less on traditional podcast ads and more on integrated shopping and fan experiences around celebrity shows like New Heights.

A shopping hub for New Heights highlights the broader strategy: turn podcast audiences into buyers across media and merchandise.