Amazon Moving Into US Ticket Sales, Threatens Ticketmaster Dominance

Amazon Moving Into US Ticket Sales, Threatens Ticketmaster Dominance

Currently Ticketmaster, owned by Live Nation Entertainment Inc, is the exclusive seller of primary tickets for many top venues in the United States.

This would be fantastic news for those who have grown exhausted of having to rely on Ticketmaster for your ticket purchases, although it is way too early to predict what service charges Amazon may include on ticket sales.

Amazon.com Inc is seeking to partner with US venue owners to sell event tickets, four sources have told Reuters, a move that could loosen Ticketmaster's powerful grip on the lucrative ticketing business. If Amazon were to proceed, it could significantly disrupt an industry that is largely dominated by Ticketmaster. Amazon has been in discussions about potentially entering the event ticket sales market, according to Reuters. The latter two parties are interested in sharing customer data from ticket buyers, as this data is often used for applications like analytics and figuring out what acts to book at specific venues. The upside for Amazon is that it could offer ticket promotions to Amazon Prime members, thus giving consumers more of an incentive to join.

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"For music acts and sports teams, selling tickets through Amazon could help sell their merchandise", Reuters reported.

Amazon has been aggressive in its negotiations, as Reuters notes that the company has reportedly been willing to provide multi-million dollar sponsorships to venues in order to get its foot in the door. Would-be challengers have struggled to compete in the face of Ticketmaster's strong relationships with the operators of major USA sports stadiums, arenas, concert halls and other venues.

Getting a foothold in the ticketing business would likely be an expensive proposition. Also, this could be yet another way to drive Prime subscriptions. The online retail giant has also discussed a StubHub-like model of reselling tickets with one unspecified sports league.