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Amazon Launches 'MakeReady' for Short-Form Video Creation

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  Published in Media and Entertainment on Tuesday, February 24th 2026 at 14:48 GMT by yahoo.com
      Locales: UNITED STATES, CHINA, UNITED KINGDOM

Seattle, WA - February 24th, 2026 - Amazon today unveiled 'MakeReady', a new platform designed to empower entertainment companies to create short-form, engaging video content mirroring the success of TikTok. The launch, announced this morning, signals a significant push by Amazon to expand its advertising ecosystem and attract content creators within the music, film, and television industries.

MakeReady isn't a new social media platform per se. Instead, it's a comprehensive creation suite integrated directly into Amazon's existing advertising and music platforms - Amazon Ads and Amazon Music. Select partners, including Warner Music Group and BBC Studios, have been granted early access, and are already experimenting with the tool to produce vertical video content for promotional and engagement purposes.

The Rise of Short-Form Video & Amazon's Strategy

The success of TikTok, Instagram Reels, and YouTube Shorts has fundamentally reshaped content consumption habits. Short-form video is now a dominant force, particularly among younger demographics. Amazon, recognizing this trend, is strategically positioning itself to capitalize on the demand for this type of content, not by competing directly with these established platforms, but by providing the tools for content creation and, crucially, directing that content within its own walled garden.

"For years, Amazon has been primarily a marketplace for products," explains tech analyst Anya Sharma. "Now, they're aggressively building out their entertainment and advertising arms. MakeReady is a vital piece of that puzzle. It allows Amazon to not only attract entertainment companies, but to provide them with a streamlined pathway to create content specifically designed for Amazon's ad formats. This is about controlling the entire value chain - from creation to distribution to monetization."

What MakeReady Offers

The platform's core functionality focuses on simplifying video production. MakeReady provides users with an intuitive interface for recording, editing, and adding music to videos. While professional video editors will undoubtedly have more sophisticated tools at their disposal, MakeReady is designed to be accessible to creators with limited or no prior video production experience. This democratization of content creation is a key element of Amazon's strategy, opening the door for a wider range of entertainment companies - even smaller independent labels and production houses - to participate.

The suite includes features like:

• In-App Recording: Directly record videos within the MakeReady application.
• Simplified Editing Tools: Basic trimming, cutting, and merging capabilities, alongside a library of pre-designed templates and filters.
• Royalty-Free Music Library: Access to a curated collection of music tracks to enhance videos without copyright concerns.
• Vertical Video Optimization: Tools specifically geared toward creating content optimized for mobile viewing and platforms like Amazon Ads and Amazon Music.
• Direct Integration with Amazon Ads: Seamlessly publish created videos directly as advertisements on Amazon's platform.

Impact on Advertising & Amazon Music

The implications for Amazon's advertising business are significant. Traditional banner ads and static images are becoming less effective as consumers tune them out. Short-form video offers a more engaging and dynamic advertising experience. By incentivizing entertainment companies to create this type of content, Amazon aims to fill its ad inventory with compelling visuals, increasing click-through rates and revenue.

Similarly, MakeReady is poised to revitalize Amazon Music. The platform can be leveraged to create artist profiles featuring bite-sized video content - behind-the-scenes footage, music video snippets, or exclusive interviews - providing a more immersive and engaging experience for listeners. This aligns with Amazon Music's ongoing efforts to compete with Spotify and Apple Music by offering a richer, more visually driven platform.

Beyond the Initial Partners

While Warner Music Group and BBC Studios are the initial partners, Amazon is expected to expand access to MakeReady to a wider range of entertainment companies in the coming months. The company is also reportedly exploring integrations with other creative tools and platforms, further streamlining the content creation process.

The launch of MakeReady underscores a broader industry trend: the convergence of e-commerce, entertainment, and advertising. Amazon's move is a clear indication that the company is determined to be a central player in this evolving landscape.