Now, Inc. (AMZN) Wants To Get Into Event Ticketing


Shares of Live Nation are up 48% in the year to date, while Amazon shares are up nearly 28% and Ebay shares are up almost 18%.

If such a move were to go ahead, it would be the latest effort by the Seattle-based online retailer to use its huge customer base and bargaining power to enter a big market. Would-be challengers have struggled to compete in the face of Ticketmaster's strong relationships with the operators of major US sports stadiums, arenas, concert halls and other venues.

Amazon views the USA ticketing market as ripe for the picking with customer's loathing ticket fees, and venue owners, sports leagues and team, looking for distributors for their tickets as they try to boost sales.

Potential challengers have, until now, failed to make significant inroads.

Amazon might get into event ticket sales, according to a new report from Reuters. Those discussions between the two have gone by the wayside, meaning Amazon and Ticketmaster could be potential rivals rather than partners.

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The move would shake up the event world, which is now dominated by essentially a legal monopoly by Ticketmaster, which is owned by Live Nation.

As before, Amazon has plenty of incentives to offer tickets.

Getting a foothold in the ticketing business would likely be an expensive proposition.

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. Live Nation's Ticketmaster is the juggernaut in the live event ticketing landscape. Owners want to know who is buying their tickets so they can tailor social media campaigns and book the right acts in the right places. Analysts have pegged the move as yet another play to get buyers to subscribe to Amazon Prime and keep them engaged with Amazon products and services. Earlier this year, it agreed to pay about $50 million to the U.S. National Football League to livestream this season's 10 Thursday night games, sources have told Reuters.