Amazon unveils Twitch Creator Sponsorships

Amazon Ads has just launched "Twitch Creator Sponsorships," a powerful new suite of solutions designed to streamline brand collaborations with Twitch streamers and unlock access to its highly engaged audience. This move signifies Amazon's commitment to integrating Twitch deeper into its advertising ecosystem, offering brands a more direct and scalable path to influencer marketing. The new offerings include innovative formats like "Channel Skins" – clickable, branded graphics that frame the video player during sponsored streams – and "Streamer Readouts," where creators deliver authentic brand messages in their own voice. Importantly, these sponsorships are bought programmatically via the Amazon DSP, allowing for seamless campaign management and robust measurement of sales impact, both on and off Amazon.

For brands, this launch presents a significant opportunity to connect with Twitch's audience, 70% of whom are aged 18-34 and notoriously hard to reach through traditional channels. The integrated Twitch Creator Matchmaking tool simplifies the process of finding the right streamers whose audience aligns with brand goals, category, and budget. This reduces the need for expensive influencer agencies and enables faster campaign activation, often within two weeks.

By leveraging the authentic connection streamers have with their communities, brands can foster deeper engagement, build brand love, and drive tangible results. The ability to measure full-funnel impact through Amazon's first-party signals offers unparalleled insights into campaign effectiveness, making Twitch Creator Sponsorships a compelling new avenue for brands seeking to expand their reach and influence in the digital landscape.