Twitch Introduces Live Shopping Feature with Amazon Ads

Twitch Adds a New Live-Shopping Feature Powered by Amazon Ads

Twitch is set to revolutionize the way users shop online with its new live-shopping feature, allowing viewers to buy products seamlessly while watching their favorite streams. Announced just ahead of TwitchCon in San Diego, this innovative feature is powered by Amazon Ads in collaboration with e.l.f. Cosmetics, a prominent sub-brand of e.l.f. Beauty.

The new eyes.lips.first. shoppable element will be featured on e.l.f.’s official Twitch channel, e.l.f.YOU!. Patrick O’Keefe, e.l.f.’s Chief Integrated Marketing Communications Officer, noted that this initiative aims to “empower female gamers, celebrate creativity, and build confidence at the intersection of makeup and the streaming culture.” This means that Twitch users can purchase e.l.f. Cosmetics products directly as they discover them within a stream, eliminating the need to navigate away to a different webpage.

Since launching on Twitch in 2020, e.l.f. has frequently collaborated with gaming content creators to enhance brand visibility. Twitch’s foray into live shopping seems to be inspired by platforms like TikTok, which introduced the TikTok Shop in 2023. This feature allows businesses to showcase their products directly to users with commission opportunities for creators whose promotions lead to sales.

This fresh live-shopping experience on Twitch marks a significant step in the integration of eCommerce and streaming, making it more convenient for users to shop while enjoying engaging content. As Twitch continues to innovate, we invite you to share your thoughts in the comments below. Are you excited about this new feature? How do you think it will change your shopping experience while streaming?