Twitch adds a new live-shopping feature powered by Amazon Ads

Twitch is introducing a new live-shopping feature, allowing users to buy products directly within streams. This new functionality eliminates the need to navigate away from the content being watched. The initial partnership for this feature is with e.l.f. Cosmetics, a division of e.l.f. Beauty. The shopping tech is supported by Amazon Ads, facilitating the purchase process. The "eyes.lips.first." shoppable experience will be available on e.l.f.'s official Twitch channel, e.l.f.YOU!. This channel aims to empower female gamers and celebrate creativity within the streaming community. E.l.f. has a history of engaging with gaming creators on Twitch since its launch on the platform in 2020. This move is influenced by the success of platforms like TikTok with its own built-in shopping features. Through TikTok Shop, businesses and creators can sell products and earn commissions, thereby directly connecting content with commerce.