Amazon wants to bring its ticketing business to the US

Yankee Stadium

Amazon promotes the service on the basis that it shows ticket prices up front without extras, and customers of the shopping site can book easily via their online account. Ticketmaster, owned by Live Nation Entertainment Inc (LYV), is the exclusive provider of primary tickets for several top venues in the USA, the report said.

"If Amazon moves ahead, it would represent the latest attempt by the world's largest online retailer to use its massive customer base, tech savvy and bargaining power to shake up a big market", Reuters reported August 10.

Reuters cites four unnamed sources in reporting the move and notes potential winners abound: Consumers could theoretically find relief from high fees; venues, leagues and teams could sell more tickets; musicians and teams could sell more merchandise to consumers buying tickets; and Amazon could recruit more Prime members. Although, generally, in the United Kingdom, venues have multiple ticket providers. The appeal for venue owners is having access to all those eyeballs that already shop on Amazon anyway. What makes this development even more interesting is Amazon has reportedly attempted to work with Ticketmaster to get a foot in the game.

Amazon could pose a serious threat to Ticketmaster if it pursues ticket sales. Prime has been a point of focus for Amazon, and if it gets creative, some kind of benefit related to ticket sales could be yet another selling point. Customer experience is one area where Amazon may be eying to steal the market from Ticketmaster.

Earlier this year, to strengthen their Prime membership offerings, sources told Reuters that the company agreed to pay $50 million to the National Football League to livestream ten Thursday night games.

Amazon, a renowned disruptor of various different industries, began selling tickets in Britain two years ago. Special deals like these would most likely be included in any USA service, too, with Amazon aiming to pick up more Prime members in the process. One thing Amazon has brought up is writing sponsoring checks worth millions of dollars to venues.

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