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