Taylor Swift’s fans, known as Swifties, are back in detective mode—and this time, they may have uncovered a major clue.
Swift is famous for her poetic lyrics and hidden Easter eggs. She often rewards fans who pay close attention. This week, subtle changes on her official website caught fans’ eyes and sparked new theories. At first, it looked like a simple update to her merchandise shop. But fans quickly spotted something unusual. The homepage now lists shop categories in this order: Apparel, Music, Accessories, and Sale. Taking the first letter of each word spells out “AMAS,” the abbreviation for the American Music Awards.
This might seem like a coincidence. But fans say it is not. The 2025 AMAs are scheduled for May 26. Around the same time, several items on Swift’s website were marked 26% off. For Swifties, coincidences don’t happen by accident.
Fans are guessing what this could mean. Some think Swift might give a surprise performance or win a major award. Others believe it could be a hint about a new release. Many expect a re-recording of her albums, possibly Reputation (Taylor’s Version). Reputation and her debut album are the only two left to be re-released.
Swift’s legal filings support this idea. On January 23, 2025, her team filed final extension requests for trademarks of Reputation (Taylor’s Version) and Taylor Swift (Taylor’s Version). These were the last extensions allowed. The deadline to file a Statement of Use is August 16, 2025—three years after the initial approval. If no use is declared by then, the trademarks could be lost.
So, when fans saw “AMAS” hidden on the website and 26% discounts aligning with the May 26 AMAs, they saw more than just a clever hint. They believe it could signal the start of a major album release.
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