"E.l.f. Cosmetics wants to inject more performance into its Twitch advertising 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 better target and measure campaigns. The timing aligns with the gear up to the holiday 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 innovative new format that keeps viewers immersed in the content they love while discovering and purchasing products in real time.""
E.l.f. is testing an in-stream shoppable capability on its Twitch channel, E.l.f.You!, enabling users to purchase products directly during livestreams. The integration is powered by Amazon Ads, allowing targeting and measurement using Amazon's retail media data. The format aims to flatten the marketing funnel by linking creator content to product discovery and conversion without interrupting viewing. The launch targets holiday shopping season and seeks to generate more revenue from Twitch audiences including gamers and beauty enthusiasts. E.l.f. launched on Twitch in 2020 to connect with subcultures and sees the format as a way to drive more measurable business outcomes from creator content.
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