Amazon Music is rolling out “Fan Groups,” an in-app community feature that lets users create and join forum-style groups to discover and discuss music, as reported by TechCrunch. The feature is currently in beta in Canada, with a U.S. and global launch planned for next year.
- From chat to stream: Fan Groups are dedicated spaces where listeners can share recommendations and stream suggested tracks directly within the conversation, removing the need to switch between apps. "The new destination transforms the music listening experience into an interactive community," the company said in a statement.
- Back to the message boards: All groups are public, and anyone can create one, giving artists a direct line to connect with their supporters in a way that recalls early internet fan communities. The beta is already active with groups for genres ranging from indie rock to K-pop, and Musically notes this could be a key strategy for services to reduce customer "churn" by building stronger communities.
The move positions Amazon in stark contrast to its rivals. While Spotify pushes real-time features like its “Jam” co-listening sessions, Amazon is cultivating a slower, more deliberate community space—less of a live party and more of a digital record store where fans can linger, a notable strategy given the competitive landscape. It’s a bet that in an age of fleeting digital interactions and algorithmic fatigue, a dedicated space for human-led conversation can build a stickier, more engaged user base.
Meanwhile, Amazon's competitors are making different plays; Spotify recently focused on audio quality with the launch of a lossless streaming tier, while Apple Music invested in artist-facing infrastructure with a new studio complex in Los Angeles. The broader trend toward social music continues, with platforms like SoundCloud also adding new social and messaging tools to engage users.