Twitch has launched a new Shopping category in the United States, a move that integrates e-commerce directly into the streaming platform. This new section prominently features Amazon Live streamers who showcase and sell products, drawing parallels to the television shopping channel QVC.
The Shopping category is being promoted on Twitch's main page with prime placement above the main category carousel and a dedicated navigation link. Currently, the streams feature creators presenting a curated list of products, with direct links to their Amazon listings displayed in an embedded carousel. These appear to be Amazon Live creators rather than established Twitch streamers.
This initiative reflects Amazon's ongoing efforts to capitalize on Twitch's viewership, similar to its existing Amazon Live program where creators earn commissions by selling products. The platform is also exploring AI to analyze streamer content for ad placement suitability, aiming to optimize advertising revenue.
The rollout coincides with Amazon Prime Days, suggesting a strategic push to drive sales during peak shopping periods. While the long-term presence of the Shopping category is uncertain, it represents Twitch's attempt to capture a larger share of the digital economy and compete with platforms like TikTok and Instagram in the attention economy.