Amazon Music vs Spotify vs Apple Music for Artists | TAP
Amazon Music vs Spotify vs Apple Music
By TAP Editorial Team
Quick answer
Spotify has the clearest route in, with a documented pitch form inside Spotify for Artists and the deepest genre editorial. Apple Music is curator-led and is normally reached through your distributor or label rather than a public form. Amazon Music has no open submission route at all, and most of its listeners arrive through Prime rather than for the music. Pitch Spotify and Apple first.
The three platforms are not three versions of the same thing. Spotify runs a documented pitch process and the deepest genre editorial, which is why it comes first for almost every release. Apple Music is curator-led, reached mostly through your distributor or label, and rewards a record that has a story attached to it. Amazon Music has no open submission route, and most of its listeners arrived through Prime rather than for the music, which changes what a placement there is worth. The comparison below runs Amazon against Spotify point by point, with Apple's position in the verdict.
| Criterion | Amazon Music | Spotify |
|---|---|---|
| Editorial pitching formalisation | No centralised editorial submission process; pitching requires label/distributor contacts or direct artist outreach with inconsistent response times | Formally documented pitch submission process through Spotify for Artists; dedicated editorial team with clear response timeframes and rejection/acceptance rates |
| Playlist discovery velocity | Playlist placements occur but less frequently tracked; playlist rotation and editorial attention fluctuates without clear season patterns | Consistent weekly playlist rotation; curators review pitches on predictable schedule; clear genre-specific editorial calendars |
| Primary audience acquisition channel | 70%+ of users access via Prime membership; core audience is price-conscious, cross-device shoppers, not pure music fans | Dedicated music listeners and subscribers; audience joined specifically for music; stronger audio engagement metrics per user |
| Voice/discovery integration opportunities | Alexa voice requests create unique pitching angle; artists included in Alexa playlists reach the large installed base of smart speakers in UK homes | Spotify voice integration exists but is minimal; no meaningful strategic advantage for voice-first discovery |
| Genre editorial depth | Limited genre-specific editorial focus; playlists heavily weighted towards mainstream, pop, hip-hop; niche genre support is sparse | Comprehensive genre coverage with dedicated editors for indie, metal, folk, electronic, jazz, and specialist categories |
| Data transparency for artists | Amazon Music for Artists provides basic stream counts and listener geography; missing playlist impact tracking, curator notes, or algorithmic weight data | Spotify for Artists includes listener demographics, playlist pitch feedback notes (rejection reasons), and algorithm recommendations for positioning |
| Strategic value for emerging artists | Spotify placement historically drives streaming revenue, DSP credibility, and label interest; Amazon placement carries less weight in A&R conversations | Playlist placement signals to labels and investors; reaches listeners actively seeking music discovery; strong pathway to monetisation |
| Twitch/streaming integration opportunities | Direct integration with Twitch (Amazon owns Twitch); musicians can license directly; audiences translate between gaming/creative communities | Spotify integration exists but limited; no native integration with major gaming/creative platforms; traditional music-first positioning |
Verdict
Pitch Spotify first. It has the only public, documented editorial route, the deepest genre coverage and the placement that carries most weight elsewhere. Apple Music comes next: curator-led, usually reached through your distributor or label, and worth a real effort because its editorial team still listens to records rather than to numbers. Amazon Music is a complementary channel rather than an alternative to either. Its gatekeeping is looser, but so is the payoff, and its audience is Prime-shaped rather than music-first. Pitch it when your listeners already sit in that world, when voice discovery through Alexa suits your music, or when Twitch is part of what you do.
Frequently asked questions
Where does Apple Music fit between Spotify and Amazon?
In the middle, and closer to Spotify. Apple's editorial is human and genre-literate, and its playlists carry real weight with the wider industry, but there is no open pitch form for every artist, so the route usually runs through your distributor or label. Give Apple the same care you give a Spotify pitch, send it with the same lead time, and treat Amazon as the third call rather than the first.
Should I pitch to Amazon Music if I'm only pitching one streaming platform?
No. If you have resource constraints, Spotify editorial placement delivers measurably better outcomes for artist credibility and listener acquisition. Pitch Amazon Music only after Spotify, Apple Music and the genre-specific editorial that matters to you, meaning BBC specialist shows and the tastemakers in your scene. It works best as a tier-two or three channel in a coordinated campaign.
How does Alexa discovery actually translate to real streams and listener growth?
Alexa playlists reach existing Echo/Alexa device owners: a large addressable base but primarily passive listeners. Inclusion in an Alexa curated playlist produces streams, but they are passive ones, and they rarely turn into repeat plays or followers. It's most valuable for genre-adjacent discovery (e.g., 'dinner party playlists') rather than pure music recommendation.
What's the actual process for pitching to Amazon Music editors?
There is no standardised public process. Work through your distributor, or through a label contact if you have one. Response times vary from weeks to months, and you'll rarely receive rejection feedback. Keep pitches to one or two sentences with a Spotify link: Amazon Music editors cross-reference playlists there.
Why is Amazon Music editorial less competitive than Spotify?
Amazon's playlist curation is under-resourced compared to Spotify's dedicated editorial teams. The platform prioritises commercial and Prime Video tie-in playlists over independent music discovery. That means less competition for a placement and less curator attention on each submission, which is a trade you should make with your eyes open.
Can I use Amazon Music for Artists data to inform my pitching strategy?
Use it for baseline confirmation (streams, geography) but don't rely on it for targeting decisions. Amazon Music for Artists lacks the depth of Spotify for Artists, so you won't see which playlists drove growth or whether algorithm placement is working. Cross-reference it with your Spotify for Artists data before you draw any conclusion about where listeners are actually coming from.
From the field
Proof points
- Optimal follow-up cadence: +7 days from initial pitch (Liberty internal data)
- Reply visibility blind spot: Stations add to rotation without replying (WARM monitoring vs email reply rate)
- Specialist shows beat playlist pitches: Named producers respond, playlist-only emails get dropped (Liberty 2024-2026)
- Named contact reply rate vs studio@: 5x higher (Liberty Music PR campaign data, 2024-2026)
What actually happened
Roam Belle, Specialist UK radio + community stations: 96 plays across the campaign window, declining after week 5. Named-contact pitches outperformed generic submissions. (February 2025)
Amazon Music editorial sits inside Amazon's wider ecosystem, which means the rules feel different to Spotify or Apple. The named contacts respond, the generic submission tools rarely do. I treat it as a relationship channel, not a portal. Pitch the editorial team by name, lead with the listener context not the streaming numbers, and follow up once after seven days. Then move on.
Chris Schofield, Radio plugger, Liberty Music PR
Related resources
Further reading
- TAP Blog — In-depth guides, comparisons and advice for independent artists running their own promotion.
- UK Music — The voice of the UK music industry, representing labels, publishers, and collecting societies.
- Music Week — Industry news, charts, and analysis for music professionals.
- The Music Network — Global music business intelligence and networking.
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