Amazon.com Inc. is ramping up its investment in podcasts and other radio-style shows to expand the types of programming it offers via Audible, the audio book company it acquired in 2008.
Audible has recruited well-known comedians, along with radio and podcast producers for the initiative, and job postings suggest a significant global push. Maria Bamford and Jonathan Katz are taping episodes of "Bedtime Stories," a show in which comedians rewrite fairy tales, according to their manager Bruce Smith.
Entertainment plays a critical role in Amazon's effort to push beyond its core business of selling books, laundry detergent and televisions online. The Seattle-based company's original films and TV shows have won critical acclaim and helped increase the appeal of its $99-a-year Prime service, which includes delivery discounts along with video and music streaming. Audible has more than 250,000 audio programs including books and plays, with downloads available for iPhones, Androids and other smartphone systems.
"Amazon is doing to Audible what it's done to Prime Video — investing in original programming," said Nick Quah, an executive at the Graham Holdings Co.'s Panoply podcast network who also writes a newsletter about the industry.
Audible declined to comment on its plans. The company offers a $14.95 a month subscription to its catalog of audio books and entertainment.
Podcasts and other radio programs are a sweetener for existing members and to entice new ones. Audible sells products individually, along with monthly subscriptions that include access to a certain number of titles, reinforcing Amazon's push to engage online shoppers with gadgets and entertainment offerings.
Eric Nuzum, a former NPR executive, is overseeing development and production of original programming for Audible.