E.l.f. Cosmetics Tests Twitch's New Livestream Shopping Ads
E.l.f. Cosmetics is the first to test Twitch's new livestream shopping ads, powered by Amazon Ads' retail media data.
The integration aims to drive "more measurable business outcomes" for E.l.f. Cosmetics, allowing the company to better target and measure campaigns.
Twitch is where communities and creators connect through authentic, live engagement — and now, through shoppable moments.
The announcement comes ahead of TwitchCon San Diego 2025, where E.l.f. executives will discuss the collaboration in greater detail, and aligns with the holiday season, a critical sales window for retail brands.
E.l.f. Cosmetics wants to inject more performance into its Twitch advertising with the new in-stream shoppable integration.
- Powered by Amazon Ads
- Utilizes retail media data for better targeting and measurement
- Aims to drive more measurable business outcomes
Author's summary: E.l.f. tests Twitch's new shopping ads.