YouTube Taps Amazon for E-Commerce Boost

Alphabet's YouTube is expanding its e-commerce capabilities through a new partnership with Amazon. The deal allows YouTube creators to tag Amazon products directly inside videos and livestreams, enabling them to earn commissions on sales.

The move comes as YouTube Shopping has seen significant growth, with gross merchandise volume surging 13-fold globally between Q1 2024 and Q1 2026. Over one million creators now participate in the program, and viewers watch around 110 million hours of shopping-related content each day.

This partnership removes a long-standing obstacle for creators, who were previously unable to directly connect Amazon products to their videos despite strong demand. With the new feature, tagged Amazon products can be clicked on for more information, and purchases can be made through the platform, with the creator receiving a commission.