Twitch users will be able to purchase E.l.f. Cosmetics products directly through livestreams as part of a new ad format supported by Amazon Ads, according to a press release. E.l.f. says it is the ...

E.l.f. Cosmetics wants to bring shopping to Twitch. The beauty brand has teamed with Amazon Ads to trial a live shopping element on the streaming platform that would allow viewers to purchase E.l.f.

E.l.f. Cosmetics has become the first brand to test Twitch’s new in-stream shoppable ad format, powered by Amazon Ads’ retail media data. The integration allows viewers to purchase products directly ...