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Amazon tickets: What next for the etailer’s B2C ticketing offer?

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 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.

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