Amazon’s AMZN Stock Surges as Freevee Shutdown, AI Robot Expansion, and Prime Day Frenzy Ignite Strategic Pivot

Amazon pulls the plug on Freevee—betting big on AI-driven logistics and Prime Day mania to fuel its next growth phase.

Robots take over warehouses while Wall Street wonders: Is this innovation or just another distraction from razor-thin margins?

The e-commerce giant's stock dances to the tune of speculative hype—because nothing says 'bullish' like chasing shiny objects in a bear market.

TLDR

• Amazon will shut down its Freevee app in August, merging content under Prime Video

• Freevee’s content will be free to stream on Prime Video without a subscription

• The company celebrates deploying its millionth robot, powered by new AI model DeepFleet

• Prime Day 2025 features early tech deals with discounts of up to 80%

• CEO Andy Jassy expects workforce reductions due to AI-driven automation

Amazon.com Inc. (NASDAQ: AMZN) closed at $223.41 on July 3, rising 1.59%, as the tech giant announced several key developments across its entertainment, retail, and automation segments.

Amazonc.om, Inc. (AMZN)

Among the most notable changes is the impending shutdown of Freevee, Amazon’s standalone ad-supported streaming app, set for August 2025.

Freevee to be Absorbed into Prime Video

Originally launched in 2019 under IMDb, Freevee offered free ad-supported streaming content. Amazon will now consolidate its streaming services under Prime Video, which started running ads in early 2024. Beginning next month, Freevee shows, movies, and live content will only be available through Prime Video, without requiring a Prime membership.

Amazon to shut down Freevee streaming TV service in August 💻 https://t.co/nc49ueQ5oe

— NBC DFW (@NBCDFW) July 3, 2025

Amazon indicated the MOVE is part of its strategy to simplify user experiences and unify content offerings. Users will no longer need a separate app to access Freevee content.

AI-Powered Robot Fleet Hits 1 Million

Alongside content changes, Amazon marked a major milestone in automation by deploying its millionth worker robot across over 300 global facilities. The announcement included the launch of DeepFleet, a generative AI model designed to optimize robotic operations in fulfillment centers.

Amazon deploys its 1 millionth robot in a sign of more job automation https://t.co/y9UOE9gxPf

— CNBC (@CNBC) July 2, 2025

Scott Dresser, vice president of Amazon Robotics, highlighted that DeepFleet will help cut fleet travel time by 10%, increasing delivery speed and cost efficiency. The company has used robots since 2012 but now includes highly capable models, some able to lift up to 1,250 pounds and operate autonomously.

Amazon has positioned itself as the world’s leading manufacturer and operator of mobile robots. While the rollout has drawn concerns over job losses, the company insists robots are meant to assist, not replace, human workers.

Automation and Job Cuts: A Complex Balance

Despite its upbeat tone on robotics, Amazon has acknowledged that AI-driven automation will reduce its human workforce. CEO Andy Jassy stated in a June memo that the overall number of employees will shrink over time. Recent automation efforts have coincided with layoffs, even as specialized roles like engineering and maintenance continue to grow in new facilities like the one in Shreveport, Louisiana.

Jassy emphasized that Amazon will keep investing in AI and robotics, with a focus on efficiency and technological leadership.