A new report reveals Amazon's impact on Britain's creative economy – with thousands of independent authors empowered through Kindle Direct Publishing, 400+ partnerships with music labels forged, and 70+ Prime Video original titles produced.
According to the report, digital services such as Prime Video, Kindle, and Amazon Music are enhancing cultural access for rural British residents, with over 50% reporting improved access to books and e-books, and close to 60% noting better access to movies and streaming services.
British authors, musicians, and creators are reaching global audiences
Kindle Direct Publishing (KDP) turns writers' dreams of becoming published authors into reality, enabling them to reach readers far beyond UK borders.
Authors like Peter Gibbons exemplify these opportunities. A busy financial services worker by day and author by night, Peter found a routine of writing early in the morning before his three kids woke up, publishing four books in his first year. His perseverance paid off when he was crowned the Kindle Storyteller Award winner in 2022, scooping the £20,000 prize money.
British KDP authors have built devoted readerships globally, with the top five countries reached being the US, Germany, Japan, Mexico, and Canada.
We're also supporting emerging musical talent through initiatives like Amazon Music's Breakthrough programme, providing customised, long-term support across every aspect of artists' careers, from dedicated global marketing campaigns to exclusive Amazon Music Original tracks and premium playlist positioning. Breakthrough artists in the UK have included Lola Young, Olivia Dean, METTE, and The Last Dinner Party.
Amazon Music has also forged partnerships with more than 400 labels including majors and indies. These partnerships help artists—from emerging talent to established superstars—to connect with their fans and find new ones.
How Prime Video strengthens the UK’s TV and film industries
Made in UK shows are breaking global records. The Girlfriend, which was filmed in London and other locations throughout the UK, captivated 25 million individual viewers in its first month alone and became Prime Video’s number one new scripted series in the UK. Meanwhile, The Lord Of The Rings: The Rings Of Power, filmed at the iconic Bray Film Studios in Berkshire, has drawn in more than 150 million viewers.
The Rig demonstrated how a single production can transform a region's creative economy. The series employed more than 80% local crew, bringing Scottish talent back home and creating sustainable job opportunities. As the first production shot at the new FirstStage Studios, it built crucial confidence in Scotland's production infrastructure, catalysing further development of facilities like Pyramid Studios and Wardpark Studios.
The Rig, together with other Amazon productions like Good Omens, contributed to an estimated £40 million in Gross Value Added to Scotland's economy, helping drive a 110% growth in inward investment since 2019. This impact spans job creation, skills development, infrastructure investment, and supplier engagement throughout the supply chain.
Amazon is also offering vital support to the UK’s film and TV freelancers through Prime Video Pathway, a first-of-its-kind training initiative designed to open up access to jobs in the industry across the UK. More than £12 million has been invested in the programme so far, helping 452 individuals—with 85% of them remaining employed in the industry.
We're also committing to sustainable production practices. The Lord Of The Rings: The Rings Of Power showcases our commitment to environmental responsibility, with measures including 80%+ LED lighting, electric battery-powered base camps, hydrogen energy trailers, solar-powered on-location setups, renewable fuels for stage locations, a 'Climate Café', and bio-based props to replace plastics.
Making music, film, and culture more accessible
Digital commerce—the buying and selling of goods online through platforms such as Amazon—is transforming how people experience culture, particularly in rural areas. According to Oxford Economics research, rural residents report significantly improved access to cultural content because of digital commerce: close to 30% for cultural events, 55% for music and audio services, and nearly 60% for movies and streaming services.
The impact on reading habits is particularly striking. Today, 49.6% of rural residents purchase books online, up from 33.8% five years ago—a transformation that's bringing literature closer to everyone.
Looking ahead
Our commitment to local culture and creative industries goes beyond content production. It's about creating sustainable creative opportunities, generating economic growth, and showcasing British culture globally. As we continue to innovate and expand opportunities for creators and audiences alike, we remain committed to our mission: making it easier for stories to find their audiences, wherever they may be.
Read the full Culture and Creative Industries Impact Report to learn more about how we're helping transform creative industries worldwide.
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