The Amazon era at the The Masters Tournament officially began Thursday, as Prime Video streamed exclusive first-round coverage in a historic early broadcast window.
For the first time, primary Masters coverage started at 1 p.m. ET — the earliest in tournament history — offering fans a broader live viewing window and marking a notable shift in how elite golf is distributed.
A familiar product with subtle changes
Despite the platform shift, the on-screen experience remained largely consistent with traditional broadcasts on CBS and ESPN.
That continuity is by design. CBS continues to produce the world feed, meaning camera work, commentary structure and overall presentation felt virtually unchanged. Branding from Prime Video was minimal, limited to logo placements during transitions and on the leaderboard interface.
Veteran broadcaster Terry Gannon hosted the stream from Butler Cabin alongside golf icon Jack Nicklaus, while the core CBS commentary team — including Jim Nantz and Trevor Immelman — handled play-by-play duties.
Expanding the viewing window
The earlier start allowed Prime Video to bridge both morning and afternoon waves, capturing key moments from across the field.
Viewers saw early leader Sam Burns post a 67, while also following the opening holes of major contenders such as two-time champion Scottie Scheffler.
Prime Video will return with similar coverage for the second round, further embedding itself into the tournament’s broadcast structure.
Data-driven alternate feeds
Beyond the main broadcast, Amazon introduced Inside Amen Corner, an alternate stream focused on Augusta National’s most iconic stretch — holes 11, 12 and 13.
The feed integrates real-time data, shot tracking and historical analytics, mirroring the data-rich approach Amazon has deployed in its NFL coverage.
Hosted by Justin Kutcher, the stream featured analysis from Smylie Kaufman and John Wood, offering deeper tactical insights into decision-making across all 91 players in the field.
Bigger picture
Amazon’s Masters debut reflects a broader evolution in sports media, where streaming platforms are no longer experimental add-ons but central pillars of rights distribution.
By combining traditional production with enhanced data layers and flexible viewing windows, Prime Video is positioning itself as both a complement and a competitor to legacy broadcasters.
For golf — a sport historically rooted in linear television — this shift signals a future where digital platforms play an increasingly decisive role in shaping how the game is consumed.