NYSE American–listed Amaze Holdings closed its purchase of The Food Channel, paid via a convertible promissory note, and says a refreshed FoodChannel.com will soon serve its 60,000+ food creators. Shares were among early pre‑market movers. [1]
- Deal closed: Amaze completed the acquisition of The Food Channel® for $650,000, issuing a convertible promissory note as consideration. [2]
- Product roadmap: The company is rebuilding FoodChannel.com as an immersive, community‑driven hub tied to Amaze’s creator‑commerce toolkit. [3]
- Audience & supply side: Amaze says the revamped brand will activate its 60,000+ food creators with integrated e‑commerce and services. [4]
- Stock move today:AMZE featured on pre‑market movers, with Benzinga noting shares up sharply in early trading following this week’s product and partnership updates. [5]
- Yesterday’s setup: On Nov 11, Amaze extended its Adobe Express partnership to India, a market with 2M+ monetized creators, citing BCG data — a catalyst for creator‑tool adoption and merchandising. [6]
What happened
At 8:30 a.m. ET on November 12, 2025, Amaze Holdings, Inc. (NYSE American: AMZE) announced it completed the acquisition of the assets of The Food Channel, a long‑standing culinary media brand founded in 1989 that moved online in 1993 and joined the USA Today network in 2017. The deal price is $650,000 paid via a convertible promissory note. Amaze plans to revamp FoodChannel.com and fold the brand into its creator‑commerce stack, opening monetization paths for more than 60,000 food creators already in its network. [7]
Amaze’s CEO Aaron Day framed the move as a community play, saying the combined platform will deliver a more “meaningful and interactive experience” for fans and creators under The Food Channel brand. CMO Danielle Pederson highlighted strong inbound interest from brands, media companies and creators since the LOI was announced. [8]
Why it matters
Food is one of the internet’s biggest engagement categories, with high-frequency content and natural commerce hooks (cookware, ingredients, meal kits, classes, and travel). By pairing a heritage culinary brand with Amaze’s “sell anything, anywhere” toolset, the company is positioning to turn recipe traffic and short‑form video views into shoppable, recurring revenue for creators and partners. [9]
This acquisition also extends a busy Q4 cadence for Amaze. Yesterday (Nov 11), the company widened its Adobe Express integration to India, enabling creators there to design and sell merchandise without leaving the Amaze platform — a geography the company underscores for its creator density and consumer spend. [10]
Market reaction
Before the opening bell today, AMZE appeared among notable pre‑market movers, with Benzinga recording the stock up >60% in early trade as investors digested the Adobe expansion and today’s acquisition close. As always, pre‑market levels can be volatile and may differ from regular‑session trading. [11]
How the deal fits into Amaze’s 2025 pivot
- From LOI to close: Amaze first signed a letter of intent to acquire The Food Channel on Sept 24, 2025. Today’s announcement moves that LOI to completed acquisition, clearing the path for product work on a new FoodChannel.com experience. [12]
- Content + commerce flywheel: The Food Channel brings brand equity and audience; Amaze brings e‑commerce, print‑on‑demand, and managed services — a combination the company has been promoting across entertainment and influencer storefronts this fall. [13]
- Balance‑sheet context: Earlier in the fall, Amaze reworked financing via new secured convertible notes (approx. $4.14M principal) to consolidate prior notes and add cash — an important backdrop as it pursues product rollouts in 2025–26. [14]
What to watch next
- Relaunch timeline: When does the new FoodChannel.com go live, and what features ship at launch (classes, virtual events, shoppable recipes)? [15]
- Creator migration & GMV: How fast Amaze can onboard culinary creators to Food Channel‑branded experiences — and the GMV uplift from integrated fulfillment. [16]
- International adoption: Impact of the Adobe Express India expansion on merch creation and Amaze storefronts across TikTok Shops, YouTube, and other social surfaces. [17]
Executive quotes (brief)
“Bringing creators and fans together under The Food Channel brand allows us to deliver a more meaningful and interactive experience.” — Aaron Day, CEO. [18]
“The Food Channel name carries strong credibility… the excitement to collaborate and innovate around this next chapter has been tremendous.” — Danielle Pederson, CMO. [19]
Background: The Food Channel & Amaze at a glance
- The Food Channel®: Print origins in 1989; online since 1993; later joined the USA Today network in 2017. Now set to become a creator‑first platform with classes, virtual events, and commerce. [20]
- Amaze Holdings (AMZE): An end‑to‑end creator commerce platform integrating design, production, storefronts, and managed services — with plug‑ins for major social platforms and supply‑chain coverage across India, Australia, Mexico, the U.S. and Europe. [21]
Source notes (Nov 12, 2025)
- Acquisition close & product plans: Company press release, 8:30 a.m. ET, “Amaze Completes Acquisition of The Food Channel…” (purchase price, note structure, site revamp, 60k+ creators, CEO/CMO quotes, Food Channel history). [22]
- Pre‑market move: Benzinga pre‑market movers (time‑stamped Nov 12, 2025). [23]
- Adobe Express partnership expansion (Nov 11): Company press release; India creator‑economy stats attributed to BCG (May 2025) as cited by Amaze. [24]
- Prior LOI (Sept 24): Initial acquisition announcement (LOI). [25]
- Convertible notes (Sept 17 filing): Summary of new secured OID convertible notes used to restructure prior debt and add cash. [26]
This article is for informational purposes and does not constitute investment advice. Always do your own research.
References
1. ir.amaze.co, 2. ir.amaze.co, 3. ir.amaze.co, 4. ir.amaze.co, 5. www.benzinga.com, 6. www.globenewswire.com, 7. ir.amaze.co, 8. ir.amaze.co, 9. ir.amaze.co, 10. www.globenewswire.com, 11. www.benzinga.com, 12. www.globenewswire.com, 13. ir.amaze.co, 14. ir.amaze.co, 15. ir.amaze.co, 16. ir.amaze.co, 17. www.globenewswire.com, 18. ir.amaze.co, 19. ir.amaze.co, 20. ir.amaze.co, 21. ir.amaze.co, 22. ir.amaze.co, 23. www.benzinga.com, 24. www.globenewswire.com, 25. www.globenewswire.com, 26. ir.amaze.co
