Twitch Tests Shopping Category as Amazon Pushes Live Sales

Amazon is testing a new direction for Twitch by introducing a dedicated Shopping category. This move appears to be an attempt to transform the platform into a live-streaming version of QVC, the television channel known for selling products directly to viewers. The new category features streamers promoting items like Vitamix blenders and faux-leather handbags, with embedded links to Amazon product listings. Currently, only six Amazon Live streamers are participating, attracting a modest 65 viewers combined.

Twitch is promoting the Shopping category prominently on its main page, both above the main category carousel and in the top navigation. The streamers seem to be following a predefined list of products, with ads displayed based on AI-transcribed content. This experiment coincides with Amazon Prime Days, suggesting a strategic push to drive sales during the event. However, it remains uncertain whether the Shopping category will become a permanent feature or fade away.

Amazon is also experimenting with AI to evaluate streamers' ad fitness, using transcribed content to determine ad placement. While the Shopping category may persist as a vestigial feature, it's unlikely Twitch will fully transition into a platform dominated by sales pitches, unlike TikTok Live. The move reflects Amazon's broader effort to compete in the attention economy, emphasizing monetization and viewer engagement.