Taylor Swift may not have said anything explicitly, but her fans are once again in full detective mode — and this time, they’re convinced she’s planning a major announcement at the 2025 American Music Awards.
The pop icon has sparked a frenzy of theories leading up to the awards show, set to take place on May 26, with eagle-eyed Swifties piecing together clues from her website, social media, and past behavior. If the internet speculation is to be believed, a huge reveal — possibly the release of Reputation (Taylor’s Version) — might be just around the corner.
Hidden Clues on Swift’s Online Store
It all started when fans noticed something unusual on Taylor’s official online shop. The homepage features four main categories: Apparel, Music, Accessories, and Sale — which conveniently spells out “AMAS.” Coincidence? Not likely, say Swifties, who are well-versed in the star’s love for hidden messages and Easter eggs.
Then there’s the strange sale currently happening on the site. Only 12 items are discounted — and they’re marked 26% off. Fans quickly made the connection: Swift’s next album would be her 12th studio release, and the AMAs air on the 26th. Combined, these numbers feel a little too on-the-nose to dismiss.
Social Media Hints: Taylor Nation Joins In
Adding fuel to the fire, Swift’s official fan team, Taylor Nation, recently shared a message on X (formerly Twitter) encouraging fans to vote for Taylor in this year’s AMAs. The post featured this mysterious sentence: “And our town, it looks so sMall from wAy up here.”
Take the capital letters — S, M, A, A — and what do you get? “AMAs” once again. The caption also quoted lyrics from her track “thanK you aIMee,” which itself appears to include some capitalized Easter egg letters.
While some may dismiss it as playful coincidence, many fans are calling this classic Taylor strategy — using subtle messages to build hype without making a formal announcement.
What Could She Be Teasing?
Naturally, speculation has turned toward what exactly Taylor might reveal at the AMAs. The most popular theory? That she’s finally ready to drop Reputation (Taylor’s Version), the long-awaited re-record of her 2017 album.
Fans have been waiting on this one for years, and given her past track record of revealing new projects at award shows — including the surprise announcement of Midnights at the 2022 VMAs and The Tortured Poets Department at the 2024 Grammys — it wouldn’t be surprising if Swift used the AMAs stage to make her next move.
Some Swifties even believe we could get a double announcement: both Reputation (Taylor’s Version) and another installment in her re-recording project.
A Special Relationship With the AMAs
Taylor Swift isn’t just any artist when it comes to the American Music Awards. She holds the record for the most AMA wins of all time — with 40 awards under her belt — and she was honored as the Artist of the Decade in 2019.
It’s a stage that holds sentimental and symbolic value for Swift, and one she’s returned to for some of her most iconic performances. If she’s planning to make another history-making announcement, the AMAs would be a fitting choice.
The Timing Just Makes Sense
The timing lines up in other ways too. After wrapping up the final leg of her Eras Tour in December, Swift has been largely out of the spotlight — until recently. She was spotted with boyfriend Travis Kelce on Mother’s Day in Philadelphia, marking one of the first public sightings of the couple in months. With her schedule seemingly wide open and a new album potentially in the wings, now would be the perfect moment to make a splash.
The 2025 AMAs will stream live on Paramount+ on Monday, May 26, and Swift is nominated in six categories this year. Whether or not she walks away with more trophies, fans will be watching closely — not just for awards, but for answers.
Until then, Swifties will continue analyzing every capital letter, website discount, and cryptic post. And knowing Taylor Swift, they just might be onto something.