Twitch launches live shopping with e.l.f. Cosmetics, powered by Amazon Ads

Twitch is rolling out a native live-shopping feature that lets viewers purchase products without leaving the stream. Announced at TwitchCon, the initial rollout is a partnership with e.l.f. Cosmetics and is powered by Amazon Ads. The shoppable element appears on e.l.f.’s Twitch presence, e.l.f.YOU!, letting viewers buy products as they discover them in-stream.

Key points:

• Purchases happen inline—viewers stay on the stream rather than being redirected to another page.
• The first partner is e.l.f. Cosmetics, which has been active on Twitch since 2020 and often collaborates with gaming creators.
• The shopping tech is powered by Amazon Ads, signaling deeper commerce integrations across Amazon-owned services.

This move follows a broader industry trend toward embedded commerce in social platforms—TikTok launched TikTok Shop in 2023, for example—giving creators and brands more direct monetization and conversion opportunities. e.l.f. says its e.l.f.YOU! channel is focused on empowering female gamers and bridging makeup with streaming culture.

Potential implications:

• Creators could earn more through direct product promotions and affiliate-style integrations.
• Streamers may experiment with new formats (live demos, co-stream shopping events) to drive sales.
• Viewers may get a more seamless shopping experience but platforms will need to balance commerce with user experience to avoid disrupting content.

For more details, see the original announcement coverage on Engadget, visit e.l.f. Cosmetics, or learn about Amazon Ads here.

Discussion: Do you think live shopping will change how creators monetize on Twitch, or will it disrupt the viewing experience?