Twitch Adds A New Live-shopping Feature Powered By Amazon Ads

Twitch will now let its users to bargain products without dragging them distant from nan watercourse they’re watching. Announced up of TwitchCon, which kicks disconnected coming successful San Diego, Twitch is launching nan live-shopping characteristic successful business pinch e.l.f. Cosmetics, a sub-brand of e.l.f. Beauty. The tech is powered by Amazon Ads.

The brand’s eyes.lips.first. shoppable constituent will look connected its charismatic Twitch channel, e.l.f.YOU!, which Patrick O’Keefe, nan company’s Chief Integrated Marketing Communications Officer, said was designed to "empower female gamers, observe productivity and build assurance astatine nan intersection of constitution and nan streaming culture." Twitch users tin acquisition e.l.f. Cosmetics products arsenic they observe them successful a stream, without being taken to a abstracted page.

E.l.f. Launched connected Twitch successful 2020 and often collaborates pinch gaming contented creators to boost marque awareness. Twitch’s move into unrecorded shopping is apt astatine slightest partially inspired by TikTok, which launched nan TikTok Shop backmost successful 2023, wherever businesses tin show their products and person connection videos placed successful users’ feeds. TikTok creators tin gain committee if a merchandise they’re promoting is converted into sales.