In a stunning move that clearly has nothing to do with keeping up with Spotify’s rising audiobook game, amazon has announced that it will allow amazon music Unlimited subscribers in the U.S., U.K., and canada to snag one free audiobook every month from Audible’s catalog. Clearly, this is a whole new initiative, not at all designed to directly counter Spotify’s audiobook dominance. Definitely not. No ulterior motives here whatsoever.
Steve Boom, the VP of Audio, Twitch, and Games for amazon (yes, really), declared with palpable enthusiasm that amazon music is “introducing the audiobook category to a brand-new audience” with this earth-shattering development. For the record, this brand-new audience is made up of the millions of people already paying for amazon music Unlimited, most of whom probably never thought, "Hmm, I’d love to listen to an audiobook while jamming out to my favorite tunes!" But hey, now they can—because why not add a whole new feature to a service that was already facing a price hike last year?
And let’s not forget the “breathtaking” freedom subscribers now have. According to amazon, users can pick any audiobook they want from Audible’s “industry-leading” selection (because, of course, the word "industry-leading" means everyone has it, right?). What's more, subscribers can keep that audiobook forever, listening to it across multiple billing cycles like some sort of unlimited audiobook subscription. You can pick a new book every month if you're feeling ambitious, or you can just keep listening to the same one for eternity—if you’re one of those people who really likes to savor a good title.
But let’s talk about the elephant in the room: Spotify. The streaming giant recently elbowed its way into the audiobook space, becoming the second-largest audiobook provider in the world. And how did Spotify do it? By offering a generous selection of free audiobooks to its Premium subscribers in the U.S., U.K., canada, Australia, and a host of other places where people seem to love audiobooks. As if that weren’t enough, Spotify launched an audiobook-only plan this March, allowing users on the free tier to stream up to 15 hours of audiobooks per month. How cute, right? Meanwhile, Amazon’s new offer is basically “one free book, per month,” with zero hours dedicated to listening limits or, you know, choice.
It’s almost as if amazon is trying to nudge some of its music Unlimited users into exploring Audible’s ecosystem, maybe even buying a full Audible plan. Just a hunch. After all, Audible’s $7.95-a-month plan does include audiobooks, sleep tracks, and podcasts, while the $14.95-per-month plan includes a premium selection with best-sellers and new releases. So, if you’re the type who likes more than one audiobook a month, you’ll definitely want to consider upgrading. But no pressure, of course.
In the ever-more-complicated audiobook race, amazon is also trying to keep things fresh by integrating more book-related features into its sprawling empire. Last December, it launched a “Your Books” tracker that consolidates your Kindle, Audible, and amazon purchases in one tidy place. Later this year, it plans to use Prime Video data to offer tailored audiobook suggestions. Because, if there’s one thing amazon knows how to do, it’s tracking your every move and serving up suggestions, whether you ask for them or not.
But let's give credit where it's due: Amazon's latest move is undeniably a response to Spotify's growing audiobook footprint. In fact, amazon music Unlimited’s new audiobook perk is perfectly timed to grab a little share of that audiobook pie, which Spotify has been so keen on eating. We can only imagine the surprise in Amazon’s boardroom when they saw Spotify’s audiobook-only plan skyrocket to success. amazon, of course, had no choice but to respond with a “generous” offer that, on paper, looks like it’s giving away one audiobook a month. But hey, it’s something, right?
So, whether you’re looking to dip your toes into audiobooks or are trying to decide between amazon and Spotify’s growing audiobook catalogs, one thing’s for sure: both companies are battling to keep you entertained and perhaps gently nudging you into their paid ecosystems. It’s all part of the same sweet, subscription-based game.
Now, if amazon could just figure out how to get people to actually use the Prime Video suggestions for audiobooks...
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