Fans are fuming after Amazon Prime dropped a promo hyping up a rival team’s big game — on their own platform.

In what some are calling a bold — and others call a betrayal — Amazon Prime released a high-energy promo for an upcoming Thursday Night Football matchup… starring a team that’s not only not their usual focus, but is actually the rival of the team they’ve hyped all season.

Hailey Van Lith's inability to stop Caitlin Clark…

The 30-second clip is packed with dramatic slow-motion highlights, over-the-top narration, and praise that feels like it was designed to provoke.

“We’re talking about unstoppable momentum — the kind that turns contenders into legends. This Thursday, it’s THEIR time.”
— Amazon Prime’s narrator, with full cinematic flair

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Fans instantly noticed — and they’re NOT happy

Social media lit up within minutes of the promo airing. From Reddit to X (formerly Twitter), fans had one thing in common: confusion and frustration.

“Wait… Amazon’s hyping the rival team now? Whose side are they on?”
— @GridironGlory88

“This is some next-level rage bait. They KNOW what they’re doing.”
— @NFLBurner13

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Others pointed out this may be a deliberate tactic — a classic case of “rage bait” marketing — where controversy is used to spike engagement.

And judging by the trending hashtags, it’s working.

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Genius strategy or PR backfire?

Amazon Prime has made no secret of its desire to disrupt the traditional sports broadcasting game, going head-to-head with ESPN and NBC. But this latest move may be pushing the boundaries — blurring the line between smart promo and fanbase alienation.

While rage bait is a known digital marketing technique — provoking reactions to drive clicks and conversation — using it in sports, where loyalty runs deep, is risky.

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Bottom line: Everyone’s still watching

Despite the outrage, fanboy fights, and dozens of “unsubscribe” threats, the real takeaway might just be this: the promo worked.

People are talking.
People are arguing.

 


And people are absolutely going to tune in on Thursday.

Whether it’s a new era of bold sports marketing or just a one-off gamble, Amazon Prime has made one thing clear: they know how to get attention.