Live Nation sheds earnings gains on report of Amazon ticketing service plan

Yankee Stadium

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

"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.

Ticket sales could end up being a potential additional driver for Prime memberships, too; you can imagine how Amazon would be able to secure reserved blocks for Prime members for high-demand events, open early pre-sales or offer other member-exclusive benefits. The ticket sales market has always been dominated by companies like Ticketmaster, which have benefited from extensive relationships with major US venues. This also wouldn't be Amazon's first time in the ticket sales market, since the online retailer has sold tickets for theater shows in Britain since 2015.

Neither Amazon nor Live Nation commented to Reuters on the matter. The shares recovered to close up 5.6 percent in the stock's busiest trading day by volume since June 2014. Live Nation's Ticketmaster is the juggernaut in the live event ticketing landscape.

Reuters says that Amazon had talked to Ticketmaster about potential partnerships stateside, but that its sources claim those talks have stalled.

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To gain venues' approval to sell tickets, Amazon could enlist allies among performers and sports teams. However, Amazon has been unwilling to share this buyer data with partners and has looked into league-specific partnerships to sell tickets on the secondary market similarly to companies like StubHub.

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.

Getting a foothold in the ticketing business would likely be an expensive proposition. But it has yet to budge on customer data. Also, this could be yet another way to drive Prime subscriptions.

"It's all about Prime", said Brandon Ross, an analyst at BTIG.

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