Amazon.com (AMZN) is reportedly keen to start selling event tickets in the U.S., a potentially very lucrative market that is currently dominated by Live Nation Entertainment’s (LYV) Ticketmaster unit.

Reuters, citing four sources familiar with the Seattle-based company’s plans, reports that Amazon is in talks with U.S. venue owners about gaining the rights to sell tickets for sports and concert events. The e-commerce giant is already believed to have approached one sports league about selling tickets on the secondary market, an area currently dominated by eBay (EBAY) unit StubHub, and is said to be confident that it will soon thrash out partnership deals with primary ticket outlets.

Part of Amazon’s confidence stems from consumer discontent about ticket fees and frustration from venue owners, sports leagues and teams about a lack of active distributors in the market. At present, Ticketmaster is the exclusive seller of tickets for many top venues across the U.S. The site owners are said to be eager for more competition in the ticket sales market, believing that extra distributors will help to boost their sales.

Reuters’ sources also said that Amazon held discussions with Ticketmaster about striking up a partnership. However, those talks are said to have stalled due to disagreements over which company would control consumer data.

Disputes over consumer data have also proved to be a sticking point in Amazon’s negotiations with venue owners. Owners are keen to know who is buying their tickets, so that they can book acts in the right time slots and tailor their social media campaigns, but Amazon is said to be refusing to accept those terms.

Amazon, a renowned disruptor of various industries, began selling tickets in Britain two years ago. So far, the company has outsold Ticketmaster for some events in the country where venues tend to avoide exclusive ticket partnership deals. (See also: MKM Partners Hikes Amazon Price Target to $1,275.)

Reuters speculates that Amazon’s potential entrance into the U.S. ticket market could provide it with a useful new platform to lure more members to its Amazon Prime shopping club. Selling tickets through the company’s website may also help the e-commerce giant to sell more merchandise related to music acts and sport teams. (See also: Amazon Prime in Half of US Homes by 2018: Cowen.)

The ticketing business is also extremely lucrative in its own right. Ticketmaster generated $1.6 billion in revenue from initial sales of tickets to events in 2016 and an estimated $250 million of revenues from reselling tickets, according to research firm BTIG.

However, success in the sector requires paying hefty upfront costs. Cash-thirsty venue owners often demand high fees for the right to sell tickets and manage the box office.

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