Amazon has the potential to be a game-changer for traditional ticketing sales models. But it appears that its initial foray has been focused on building relationships with key rightsholders and getting its back-end processing and fulfillment sorted. But with that done, what’s next?

Every Ticket To Every Show
Previously, Amazon has sold tickets for a “limited number” of shows through its Amazon Local site, often with a focus on discounted seats. Earlier this year online retailer Amazon expanded the service it offers selling theatre tickets for West End shows (as reported in The Stage).

A visit to tickets.amazon.co.uk showcases “every ticket to every West End show”, along with a range of festivals, theatre and music events. UK company Ingresso is reported as the ‘middleware’ behind ticketing inventory and the Amazon customer-facing, front end.

The message to consumers is clear: Amazon is quick, easy and can be trusted – with “all-inclusive prices” and promises “new shows every week.”

A Ticketer, Not A Discounter
A spokesperson for Amazon said that it is moving to being “a genuine ticketer. We are moving away from deals to offering the full range of ticket prices, from bottom to full price,” he said.

With reference to the West End deal, the spokesperson added that Amazon Tickets now has access to every seat on sale in a production, rather than being allocated a selection of seats, as it had been previously.

One should note that Amazon is the US biggest online retailer, with a turnover in excess of US$90bn annually, with 225,000+ employees and access to a range of payment, data and marketing services which dwarf any existing ticketing platform.

What’s Next for Amazon Tickets?
One can speculate but perhaps it’s better to hear direct from the retailer itself?

We’re delighted to confirm Geraldine Wilson, General Manager, Amazon Tickets as our opening keynote in Dublin on 27th April.

About Our Keynote
Geraldine Wilson was appointed GM of Amazon Local – the original home of the etailer’s ticketing offer – in May 2014. Amazon Tickets was formally spun out in September 2015 and she now leads a team who are delivering Amazon’s ticketing retail partnerships, which currently include a number of West End theatres, British Summer Time festival at Hyde Park (where Amazon is the official pre-sale partner) and a range of festivals and venues across the UK.

Prior to joining Amazon, Geraldine created and launched WorldPay Zinc (2012-2014), spent 3 years with mobile comms start-up Truphone (2008-2011) and two years with Yahoo as VP and GM for Mobile Europe (2006-2008). Between 1995 and 2006, Geraldine held a number of directorships at Vodafone.

And, on top of all that, she’s a Gooner (aka, a fan Arsenal FC fan)

Meet Geraldine and 450 ticketing Leaders at EMEA’s leading sector meeting – book here.

What are people saying?

The best networking place I've been to. I was able to get very high level leads and meet relevant partners. You did a great great job to gather such high level and exhaustive people!

Chloé Julien Founder & CEO, BandSquare, France

CIOs, CTO,s Chief Execs... all those people turn up at this event. it’s a fantastic opportunity to engage with them

Rick Jurkiewicz Head of Ticketing, The Rugby Football League, UK

This is the focal point of the ticketing industry in Europe, where the decision-makers meet and exchange ideas

Niels Henrik Sodemann Managing Partner/CEO, Queue-it, Denmark

At the Forum we made concrete progress with regards to selecting a new ticketing provider. I would be happy to recommend the Forum to other venues in the future.

Martin O'Donoghue Business Development Manager, Cork Opera House, Ireland

If you’re curious about the future, if you want to see how things are developing, if you wanna get to know your peers... you need to be at the Forum.

James Charrington CEO, Dewynters, UK

For me the most important thing was to meet with all the different companies in ticketing and I’ve managed that, and I left with many business cards!

Grégory Six Major Projects and Development Manager, AS Monaco, Monaco