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Amazon strengthens AEG ties with O2, BST deals

Prime members are now eligible to purchase premium seating at The O2, British Summer Time and Wembley Arena, as well as exclusive presales for several UK tours

By Jon Chapple on 28 Mar 2017

Amazon Tickets lounge, The O2, Amazon Prime

The new Amazon lounge at The O2

Amazon Tickets has deepened its relationship with AEG, today announcing a string of new initiatives at AEG UK-operated venues and festivals.

Amazon Tickets branding is to appear at The O2, The SSE Arena, Wembley, and British Summer Time Hyde Park as part of an expansion of Amazon’s Prime subscription service, which will see members given access to exclusive presales, lounges and premium seating.

British Prime subscribers – who, for £79 annually, get faster delivery and membership of the Prime Music and Video streaming services – will be eligible to purchase tickets that include access to ‘Amazon lounges’ at The O2 and Wembley Arena, ‘Amazon Deck’ premium seats at The O2 and the ‘Amazon Prime terrace’ at BST Hyde Park.

A full list of events with premium seating is available at tickets.amazon.co.uk/prime.

A source tells IQ Amazon is also in the process of moving its ticket inventory from Ingresso to Outbox – the technology behind AEG’s AXS ticket agency – although a spokeswoman declined to “discuss our arrangements with our partners”.

“Enhanced live entertainment experiences are a fantastic addition to Amazon Prime in the UK”

In addition to its presence at AEG venues, Amazon Tickets is, as of Thursday, introducing 24-hour presales for Prime customers to shows across the UK, including tours by Sparks, ABC, The Darkness and Art Garfunkel.

“Enhanced live entertainment experiences are a fantastic addition to Amazon Prime in the UK, which already offers members great value with fast delivery, streaming of movies, TV and music and lots more,” says Amazon Tickets GM Geraldine Wilson.

“We’re always looking to add to Amazon Prime, and today we’re delighted to give our members exclusive access to tickets to our new Amazon lounges, premium seating and presales for live music and entertainment experiences across the UK. [From] Justin Bieber to The Killers, Emeli Sandé and Little Mix, Prime members will now be able to get access to the best seats in the house and our presales, and this is just the start – we’ll be adding new shows every week.”

Although currently only available in the UK, Amazon Tickets is known to be recruiting staff ahead of a rumoured launch stateside. Wilson spoke at ILMC 29 on the platform’s fan-friendly ethos, outlining its commitment to “fair”, all-inclusive prices and – significantly – ruling out any move into the secondary market.


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