On the Monday morning after Amazon.com Inc. failed to win a single prize at the Primetime Emmy Awards, one of its senior television executives gathered his dejected staff at their Los Angeles-area office for a pep talk.

While Amazon Studios went home empty-handed, its streaming rivals Hulu and Netflix Inc. won multiple awards. Additionally, Amazon had earlier passed on opportunities to bid on “The Handmaid’s Tale” and “Big Little Lies,” which won top awards that night, said people with knowledge of the sales process.

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