Twitch has launched shoppable ads, an overlay on its video ads that lets viewers add a featured product to their Amazon cart or buy it without leaving the stream. The format opened on Friday 13 November in an open beta on desktop for advertisers in the US and Canada.
Twitch shared the launch with Marketing Dive as TwitchCon San Diego, its creator and fan conference, opened this weekend. The company has not published an announcement page for the ad formats.
How the Shoppable Overlay Works
The overlay sits on a standard Twitch video ad. From it, a viewer can add the product to an Amazon cart, browse other styles of the same item, or complete the purchase on Amazon. It works in a similar way to the interactive video ads Amazon sells on Prime Video, which gained location-based versions in November 2025.
The products have to be listed on Amazon already. That is what removes most of the setup. An advertiser does not build a separate landing page or produce individual creative for the shoppable version, because the product details and checkout come from the Amazon listing.
Twitch shoppable ads are bought alongside Prime Video inventory through the Amazon Ads Agent, so one plan can cover Amazon's streaming service and its livestreaming service.
Where It Runs, and Where It Does Not Yet
The beta runs on desktop only. Twitch plans to bring the format to Europe, the Middle East and North Africa, and Asia Pacific during the first half of 2027. Versions for Twitch on mobile and on connected TV are planned after that, with no timing given.
From One Brand's Channel to the Standard Video Ad
The format has been in testing for a year. In October 2025, e.l.f. Cosmetics became the first brand to run a shoppable in-stream element on Twitch, powered by Amazon Ads, starting on its own Twitch channel. The new product moves that shopping layer from one brand's channel onto Twitch's standard video ads, where any advertiser with products on Amazon can use it.
It also changes what a Twitch campaign can be measured against. Twitch has sold video on attention, and Amazon's Twitch advertising guide describes those ads as unskippable and always above the fold. A cart button lets Amazon tie a Twitch ad directly to a sale in its own store.
The Audience Amazon Is Selling
The announcement leans on Twitch's audience. Viewers spend more than four hours a day on the site on average. Nearly 70% of Twitch's global audience is Gen Z and millennials, many of whom, the announcement says, cannot be found on Prime Video.
Research that measurement firm Lumen conducted on behalf of Amazon found that 92% of ads on Twitch are seen by viewers, above the averages for other social platforms. Amazon commissioned the study, so the figure is the company's own evidence rather than an independent benchmark.
Shoppable live video is spreading across the platforms. In June, Meta brought Live Video Ads to Instagram, letting businesses promote live shopping streams to people beyond their followers. Twitch's version differs in where the product comes from: Meta's sellers convert streams through live commerce platforms, while Twitch draws on Amazon's catalogue and checkout.
Twitch
MetaThe launch also arrives as Amazon's advertising growth slows. Amazon does not report Twitch revenue separately, but its advertising revenue grew 12% year over year to $19.6 billion in the third quarter of 2026, compared with 22% growth in the same quarter a year earlier.
Twitch is also opening skippable ads billed on engagement in December, a second format aimed at advertisers who want results they can measure.
Recap
What are Twitch shoppable ads?
Twitch shoppable ads are an interactive overlay on Twitch video ads that lets viewers add a featured product to their Amazon cart, browse other styles or buy it on Amazon without leaving the stream. They launched on 13 November 2026 in an open desktop beta for advertisers in the US and Canada.
How do advertisers run Twitch shoppable ads?
The products must already be listed on Amazon, so advertisers do not need a separate landing page or individual creative. The inventory is bought alongside Prime Video inventory through the Amazon Ads Agent.
What do Twitch shoppable ads change for advertisers?
A Twitch video ad can now lead straight to an Amazon purchase instead of only building awareness. The beta is desktop only, with Europe, the Middle East and North Africa, and Asia Pacific planned for the first half of 2027, and mobile and connected TV versions later.