Amazon Bolsters Presence in Emerging Sports Betting Market

Amazon’s Betting and Gaming website marks a continued effort to drive profits from betting.

A tech and e-commerce conglomerate is expanding its reach in the legal sports betting market.

Amazon Web Services has launched a Betting & Gaming website to offer resources to the company’s casino, lottery, and sports betting customers. The site, which supports AWS’ cloud infrastructure, allows the company to provide solutions to customers using data analytics, artificial intelligence, and machine learning. It also provides access to studies regarding online betting sites.

Customers of AWS’ services include FanDuel and American gaming company Light & Wonder. In 2022, the company tapped DraftKings as a sponsor for its Thursday Night Football broadcasts on Amazon Prime Video. The multi-year deal provides viewers of TNF with pregame content, including betting odds and exclusive offers every week throughout the NFL season.

The collaboration also includes Amazon branding and offerings on DraftKings’ betting app. Amazon secured TV rights to TNF in 2021 with an 11-year deal worth $1 billion annually.

Committed to the industry 

Amazon has also bolstered its Prime Video streaming service by adding sports gambling network SportsGrid to its programming. SportsGrid, a free 24-hour streaming channel, provides viewers with content related to pregame and in-game wagering on a variety of sports. The channel is also available on several other OTT services, including Sling and YouTube TV.

Amazon will continue to invest in the sports betting industry behind a market capitalization of $1.29 trillion — ranking as the fifth-most valuable company in the world as of October 2023.

The company has even explored a stand-alone sports app, according to The Information.

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