What changes are happening in Amazon's unscripted TV division?

Amazon is restructuring its unscripted TV division, with key executive Lauren Anderson moving to a brand-focused role. Former Netflix executive Peter Friedlander is taking over the unscripted strategy.

Why is Amazon shifting its focus in unscripted TV?

Amazon has struggled to create major unscripted hits in recent years, and has seen several unscripted executives depart for Netflix. The company is now looking to revamp its unscripted offerings under new leadership.

How will Peter Friedlander's arrival impact Amazon's unscripted TV plans?

As the new head of global television, Friedlander is likely to either bring in an external candidate to oversee the unscripted division or promote from within, as he seeks to redefine Amazon's strategy in this space.

Home / Arts and Entertainment / Amazon Restructures Unscripted TV Division, Shifts Focus to Brand Partnerships

Amazon Restructures Unscripted TV Division, Shifts Focus to Brand Partnerships

27 Oct, 2025

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Summary

Amazon's unscripted TV head Lauren Anderson moves to brand innovation role
Former Netflix exec Peter Friedlander takes over unscripted strategy
Amazon struggles to create breakout unscripted hits, loses talent to Netflix

In a significant shift, Amazon is redefining its unscripted television strategy under new leadership. As of October 2025, Lauren Anderson, who previously oversaw unscripted programming, has officially moved out of the television team and will now focus full-time on a new, brand-funded role.

Anderson was named Head of Brand and Content Innovation in May 2024 and tasked with managing Amazon MGM Studios' collaboration with brands. However, she had continued to oversee the unscripted television team until now. She will now officially move to the Amazon Ads Brand Innovation Lab on a full-time basis as Director, working across various Amazon divisions.