Technology10/16/2025β€’Engadget

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

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

Twitch, the popular live-streaming platform, has introduced a new live-shopping feature in partnership with e.l.f. Cosmetics. This feature, powered by Amazon Ads, allows Twitch users to purchase e.l.f. Cosmetics products directly within the stream they're watching, without being redirected to a separate page. The e.l.f. Cosmetics brand has launched a dedicated Twitch channel, e.l.f.YOU!, which is designed to "empower female gamers, celebrate creativity, and build confidence at the intersection of makeup and the streaming culture." The live-shopping feature is part of this initiative, enabling users to discover and purchase products seamlessly. This move by Twitch is likely inspired by the success of TikTok's live-shopping feature, TikTok Shop, where businesses can display their products and affiliate creators can earn commissions on sales. Twitch's foray into live shopping represents an effort to provide a more integrated and convenient shopping experience for its users.

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