Taylor Swift fans don’t need official word to start speculating — and they’ve got another set of Easter eggs to fuel the theory that she’ll make a major announcement at the 2025 American Music Awards.
Her Website’s Latest Update Spells Out “AMAs” In More Than One Way
Swift’s official online store now features a menu with four sections: Apparel, Music, Accessories, and Sale. Fans quickly noticed that the first letters of each category form the acronym “AMAs.” It’s the kind of subtle tease Swift is known for.
But that’s not all. The store currently has 12 items listed — all discounted at 26% off. Those numbers aren’t random to her fanbase. The 12 items could hint at her next album being her 12th studio release, while the 26% ties directly to the date of the AMAs: May 26.
Swift Nation’s Secret Messaging Adds More Fuel To The Fire
Taylor Nation, her official fan account, even chimed in in its own covert way. A recent post about voting for Swift at the AMAs included a message with oddly capitalized letters that spelled out “AMAs.”
“And our town, it looks so sMall from wAy up here,” the post read — a clear play on lyrics from her song “thanK u aIMEE,” but also an intentional code, fans say.
Is This The Moment We Get ‘Rep TV’ — Or Something Entirely New?
Fans have been chasing the Reputation (Taylor’s Version) dream for months, if not longer. The website Easter eggs, the number play, and the strategic messaging have many convinced this isn’t just a reminder that she’s nominated. This time, Swift might be dropping something new — or old, in the form of re-recorded “Rep.”
And it wouldn’t be the first time she used an award show to break news. She revealed Midnights at the 2022 VMAs and announced Tortured Poets at the 2024 Grammys. If the AMAs are her next platform for a big reveal, Swifties won’t be caught off guard.
Numerology And Lyrics Fans Are Turning Into Full-On Investigators
Some fans have even gone deeper, connecting the dots in ways only Swift’s most dedicated followers can. The 12 items, the 26% discount, and the date of the show add up to more than coincidence. One fan pointed out that May 26 (5/26) adds up to 13 — Swift’s “lucky” (or not so lucky) number.
There’s also speculation about where any potential announcement could lead. Some believe we might even get a timestamp for when Rep TV will drop — or a first look at a new single. Others are hoping for something brand new, beyond what we've heard in the “clown makeup” theories about Reputation tracks.
Swift’s Low Profile Only Makes Theories Hotter
Since wrapping her Eras Tour last December, Swift has kept a relatively low public profile, especially compared to her nonstop presence during the tour. Her recent sightings with Travis Kelce have been casual, and she hasn’t pushed new music in a while. The quiet before the storm, perhaps?
With six nominations at the AMAs — including Artist of the Year and Album of the Year — Swift has plenty of reason to take center stage, even if it’s not just to accept awards.
What Fans Want To See — And What They’ll Likely Get
Whether it's a new album, a Reputation re-release, or a completely unexpected project, Swift’s relationship with her fanbase means one thing: she knows how to tease effectively. And this time, the “Apparel, Music, Accessories, Sale” trick might be her sleight of hand.
For now, fans are voting, watching, and decoding. And on May 26, when the AMAs air live on CBS and stream on Paramount+, they’re ready for whatever Swift has in store.