Inside Amazon Studios: Big Swings Hampered by Confusion and Frustration

Data from Nielsen on minutes watched reveals that when it comes to original shows generally, Amazon has lagged. In 2022, Netflix hoovered up the top 10 spots for original streaming series, with Amazon’s The Boys in 11th place — ahead of The Rings of Power at No. 15. Using the same measurement, none of the top 15 originals of 2021 came from Amazon. (Netflix again took all the slots except for Hulu’s The Handmaid’s Tale in 10th place, Apple’s Ted Lasso at 12, and Disney+’s WandaVision in the 14th spot.)

Many current and former Amazon executives, as well as showrunners who have series at the streamer and agents who make deals there, believe that this is no accident. They describe Amazon Studios as a confusing and frustrating place to do business. When it comes to movies, where Amazon’s footprint is expanding following the $8.5 billion acquisition of MGM a year ago, a veteran producer says that, in recent years, “there has been no sense of what the philosophy is.”

On the series side, numerous sources say they cannot discern what kind of material Salke and head of television Vernon Sanders want to make. A showrunner with ample experience at the studio says, “There’s no vision for what an Amazon Prime show is. You can’t say, ‘They stand for this kind of storytelling.’ It’s completely random what they make and how they make it.” Another showrunner with multiple series at Amazon finds it baffling that the streamer hasn’t had more success: Amazon has “more money than God,” this person says. “If they wanted to produce unbelievable television, they certainly have the resources to do it.”