- Twitch users will find a way to purchase E.l.f. Cosmetics products directly through livestreams as a part of a new ad format supported by Amazon Ads, according to a press release. E.l.f. says it’s the first brand to test the sort of integration on the Amazon-owned livestreaming service.
- The beauty and cosmetics marketer is initially running the native in-stream shoppable capability by itself Twitch channel, E.l.f.YOU! The idea is to flatten the marketing funnel, wedding creator content closer to item discovery and conversion without interrupting the viewing experience.
- Platforms proceed to spend money on social commerce, a tactic that has been slow to take off within the U.S. despite popularity abroad. For E.l.f., the partnership is a way to potentially generate more revenue from Twitch, a site that has turn out to be a vital bridge for reaching gamers and wonder enthusiasts.
E.l.f. Cosmetics wants to inject more performance into its Twitch promoting with the new in-stream shoppable integration. The capability is powered by Amazon Ads, allowing E.l.f. to draw on the e-commerce giant’s troves of retail media data to higher goal and measure campaigns. The announcement lands ahead of TwitchCon San Diego 2025, where E.l.f. executives will discuss the collaboration in greater detail. The timing also aligns with the gear up to the vacation season, a critical sales window for retail brands.
“Twitch is where communities and creators connect through authentic, live engagement — and now, through shoppable moments,” said Sarah Iooss, head of U.S. agency at Amazon Ads, in a press statement. “We’re thrilled to partner with e.l.f. to test this revolutionary new format that keeps viewers immersed within the content they love while discovering and buying products in real time.”
E.l.f. sees the ad format as a way to drive “more measurable business outcomes” from its creator content without laying aside viewers through disruptive messages, per the discharge. The brand launched on Twitch in 2020 to higher connect with subcultures like gaming and empower women creators within the space. E.l.f.YOU! has accrued over 43.3 million cumulative minutes watched and nearly 24,000 followers.
The news builds on a run of experiments where Amazon has tried to tie livestreaming and commerce closer together, a technique that has not at all times panned out despite the corporate’s considerable scale and class in retail media promoting. Amazon doesn’t publicly share Twitch’s ad revenue, but some streamers claim their earnings from the location have plunged and the platform’s struggles to turn a profit have been well documented.
Social and livestreaming-enabled commerce broadly have seen sluggish adoption within the U.S., though that’s not for lack of platforms trying to make the thought popular. TikTok, a Twitch rival, can also be making commerce a much bigger a part of its growth agenda through TikTok Shop, an offering that has began to see more traction with consumers.
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