Amazon dismantled its podcast arm Wondery, acquired for $300 million, to create Creator Services—a department focused on building mini-worlds around popular shows. The centerpiece is the "New Heights" podcast hosted by football stars Jason and Travis Kelce, whose $100 million deal represents Amazon's pivot from traditional podcast advertising to creator-focused commerce.

Amazon developed "Kelce Clubhouse," a landing page selling merchandise, promoting the brothers' book, and featuring their endorsements for products like "Harry Potter" on Audible. The strategy extends beyond digital content, with Amazon hosting sponsored events like Super Bowl parties and World Cup live shows, demonstrating how Amazon integrates podcasting with its broader ecosystem.

Creator Services applies this multichannel approach to other talent including Dax Shepard, Kiki Palmer, and LeBron James. As Amazon vice president Steve Boom explains, the goal is for creators to work across multiple Amazon platforms. The dismantling of Wondery eliminated about 100 jobs but forged a new model that blurs the lines between podcasting, streaming, and e-commerce.