Twitch Launches Shopping Category With Amazon Prime Days Push
Twitch rolled out a new Shopping category where streamers sell products, promoted on its main page during Amazon Prime Days.
Twitch has launched a new Shopping category that features streamers selling products, according to kotaku.com. The category is being promoted on the platform's main page and with a navigation link at the top of the page.
The Shopping streams appear to follow a provided list of products, with links to Amazon listings shown in an embedded carousel. The launch coincides with Amazon Prime Days, which run today and tomorrow.
Twitch is also experimenting with using AI to transcribe streamers' content to evaluate ad fitness and determine how or if to display ads. That effort is separate from the Shopping category but part of the platform's broader testing.
Amazon's existing live shopping efforts
Amazon previously operated Amazon Live, where creators demo products in exchange for a cut of sales. Twitch's new Shopping category adds another live commerce format to Amazon's portfolio, alongside rivals such as TikTok and Instagram.
Quick answers
What is Twitch's Shopping category?
It is a new category on Twitch featuring streamers selling products, with product lists and embedded links to Amazon listings.
When did Twitch launch the Shopping category?
Twitch launched the Shopping category alongside Amazon Prime Days, which run today and tomorrow.
Is Twitch using AI for ads?
Twitch is experimenting with AI to transcribe streamers' content to evaluate ad fitness and determine how or if to display ads.