In its continued quest to become a major player in sports media, Amazon is in the beginning stages of developing studio programs in hopes of potentially having a full daily lineup, The Post has learned.

Amazon Prime Video, according to sources, has held substantive discussions with Embassy Row, the Sony television and digital production company that has created hits such as the NFL Network’s “Good Morning Football” and NBC Sports’ “Men in Blazers.”

There is no formal signed agreement between Amazon and Embassy Row, though all indications are the arrangement will be green-lit as the companies are already recruiting personalities for shows, according to sources. Amazon also is talking with other potential partners, though those are not known yet.

Embassy Row, whose president, Michael Davies, is one of the hosts of the soccer show “Men in Blazers,” usually centers its programs around “talent” before figuring out the formats. Sources said Amazon hopes to start with a morning show and have daily studio programs, though they indicated there could be audibles to its approach.

However it goes about it, Amazon is clearly challenging a space that is most prominently occupied by ESPN’s “Get Up” and “First Take” and FS1’s “Undisputed.”

While the makeup of the shows are still to be determined, Embassy Row’s style favors more frivolity than fiery takes.

Amazon is poised to be a potential sports media behemoth. It is not yet a full challenger to an entity like ESPN, but with its deep pockets and high aspirations, it is easy to see how it could be one day. It already has the full attention of legacy sports media executives, wondering what it has planned.

Next NFL season, Amazon Prime Video will become the exclusive home to “Thursday Night Football.” As The Post first reported in June, Amazon is hoping to center its main broadcast around the legendary play-by-playe …