On February 20, 2025, Amazon MGM Studios, a subsidiary of Amazon announced it had taken full control of the James Bond, solidifying its grip on one of the most valuable franchises in entertainment.

In March 2022, Amazon Studios acquired MGM Holdings for $8.5 billion to form Amazon MGM Studios. This deal was finalized on October 3, 2023, which allowed the company to gain access to a massive film library, including the distribution of the James Bond franchise. However, at the time, it didn’t have full creative control, because the original producers Michael G. Wilson and Barbara Broccoli retained creative control over the franchise. But, that has now changed. They have full control over the production, storyline, and future decisions of the franchise.

What Happens Next?

Now, with Amazon securing complete control over James Bond, the possibilities for the franchise expand beyond just blockbuster films. You see, the Bond franchise, is known for its global appeal, which could now be leveraged in new ways. For example, exclusive Bond spinoffs, TV series, or even interactive experiences could be made and tailored for Prime Video subscribers.

This control is not just about owning content; it’s about locking consumers into the Amazon ecosystem. By controlling Bond, Amazon gains a prestige franchise that could drive Prime Video subscriptions, offer exclusive merchandise, or create new business opportunities, like Bond-themed partnerships with Amazon’s retail and gaming divisions. This isn’t just about making movies; we could see it as the Amazonification of one of the most recognizable brands in film history. And also a strategic move to position the company as a media powerhouse, competing with the likes of Disney and Netflix.

What Happens Next?

While Amazon is expanding in entertainment, it’s also quietly cutting off what’s not working. The Amazon Appstore on Windows 11, which allows users to install Android apps on Windows, is shutting down. It never truly gained traction, struggling against Google Play and Apple’s App Store, both of which dominate the mobile app space.
For Amazon, this move makes sense. The company has long been experimenting in mobile and software ecosystems, from its failed Fire Phone to the Alexa-powered devices that did gain traction. But keeping an app store alive—one that was barely being used—doesn’t align with where Amazon is headed. Instead of trying to fight Apple and Google in their home territory, Amazon is shifting resources to where it has the most control: e-commerce, AI, and content streaming.

A Bigger Shift in Amazon’s Strategy?

What we’re seeing here is a clear reallocation of priorities. Amazon is focusing on areas where it can have monopoly-like dominance, rather than competing in spaces where it’s an underdog.

The Bond acquisition strengthens Amazon’s control over entertainment.
The Appstore shutdown signals a retreat from mobile software where Amazon has little leverage.
Amazon’s broader play seems to be content, cloud computing, and AI-driven services—areas where it has far more control and revenue potential.

While some companies try to expand into every industry possible, Amazon is proving that knowing when to exit is just as important as knowing where to invest.

Amazon’s latest moves are more than just isolated business decisions—they are signs of a long-term strategy unfolding in real time. As it tightens its grip on James Bond, the company is strengthening its media empire. And it cuts off dead weight by shutting down the Amazon Appstore on Windows 11. These changes suggest that Amazon’s focus in the coming years will be on controlling premium content, leveraging AI, and refining its core businesses rather than chasing tech trends that don’t offer a competitive advantage.
The question is—what’s next? If Amazon is willing to let go of entire divisions while doubling down on entertainment and AI, does this mean we’ll see even bigger acquisitions or unexpected pivots soon?

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