e.l.f. Cosmetics is First Brand to Launch Shoppable In-Stream Element on Twitch, Powered by Amazon Ads

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

Twitch will now allow its users to buy products without dragging them away from the stream they’re watching. Announced ahead of TwitchCon, which kicks off today in San Diego, Twitch is launching the live-shopping feature in partnership with e.l.f. Cosmetics, a sub-brand of e.l.f. Beauty. The tech is powered by Amazon Ads. The brand’s eyes.lips.first. shoppable element will appear on its official Twitch channel, e.l.f.YOU!, which Patrick O’Keefe,…

E.l.f. Cosmetics first to test Twitch’s new livestream shopping ads

A new integration powered by Amazon Ads’ retail media data is meant to drive “more measurable business outcomes” for E.l.f. on the platform.

e.l.f. Cosmetics is First Brand to Launch Shoppable In-Stream Element on Twitch, Powered by Amazon Ads

OAKLAND, Calif.--(BUSINESS WIRE)--Oct 16, 2025-