Twitch will now allow its users to buy products without dragging them away from the stream they’re watching. Announced ahead of TwitchCon, which kicks off today in San Diego, Twitch is launching the live-shopping feature in partnership with e.l.f. Cosmetics, a sub-brand of e.l.f. Beauty. The tech is powered by Amazon Ads. The brand’s eyes.lips.first. shoppable element will appear on its official Twitch channel, e.l.f.YOU!, which Patrick O’Keefe, the company’s Chief Integrated Marketing Communications Officer, said was designed to "empower female gamers, celebrate creativity and build confidence at the intersection of makeup and the streaming culture." Twitch users can purchase e.l.f. Cosmetics products as they discover them in a stream, without being taken to a separate page. E.l.f. Launched on Twitch in 2020 and often collaborates with gaming content creators to boost brand awareness. Twitch’s move into live shopping is likely at least partly inspired by TikTok, which launched the TikTok Shop back in 2023, where businesses can display their products and have affiliate videos placed in users’ feeds. TikTok creators can earn commission if a product they’re promoting is converted into sales.