Creator-powered commerce platform Amaze has announced expanded live shopping capabilities, designed to help creators and brands convert audience engagement into direct sales. 

The planned capabilities include instant in-stream purchasing, real-time audience engagement tools such as comments, polling, and dynamic product highlights, and promo codes intended to drive urgency. 

The California-based company said in a blog post that the tools will also support creator-driven storytelling and interactive live experiences, combining content, community, and commerce.

“Creators have become the most powerful drivers of product discovery,” said Aaron Day, CEO of Amaze. “Live shopping allows creators to connect with audiences in a more authentic and interactive way while giving brands a powerful new channel to drive engagement and sales.”

The announcement arrives as viewer attitudes toward creator-produced content shift. According to a Harris Poll survey of 2,500 U.S. adults commissioned by Tubi and fielded in late 2025, 67% of respondents say digital creator content feels more original than most TV shows or movies, and 63% say watching creator content feels no different from streaming a TV show.