Amazon Ads has launched Twitch Creator Sponsorships, a set of solutions designed to streamline brand collaborations with streamers on the Twitch platform, per ChannelX. 

The new tools provide brands with templated approaches to scale campaigns across multiple streamers, requiring minimal input. Campaigns can be activated in as little as two weeks, allowing brands to quickly test advertising on the platform.

The offerings include:

• Channel skins: Clickable, branded graphics framing the video player during sponsored streams, with integrated call-to-actions.
• Streamer readouts: Live, personalized brand messages delivered by streamers in their own voice during broadcasts.
• Sponsored subscriptions: Brands can offer 50% off subscriptions on a streamer’s channel for a limited time.
• Follower promotions: Brand-partnered streams are automatically boosted to the top of viewers’ following lists to maximize visibility.

To facilitate partner selection, Amazon Ads has introduced the Twitch Creator Matchmaking tool, a free-to-use solution that matches brands with streamers based on category, audience, location, budget, and previous campaign results.

The announcement comes as live-streaming viewership increased 8.9% year-over-year in Q1 2025, reaching 8.9 billion hours watched across all platforms, according to Stream Hatchet’s recent report. While Twitch remains the market leader with a 58.9% share of all hours watched, the platform experienced a 6.9% drop in viewership compared to Q1 2024.

According to Amazon Ads, 58% of Twitch users agree that advertising is important as it supports their favorite streamers. The company reports that 42% of Twitch users have purchased a tech product after seeing it promoted by a streamer, while 32% have purchased food and drink, 23% have purchased clothing or accessories, and 19% have purchased or streamed music following streamer promotions.

Integration with Amazon Ecosystem

Twitch Creator Sponsorships are sold programmatically via the Amazon DSP, alongside Prime Video, display, online video, and audio ads. This integration allows advertisers to manage campaigns from awareness to conversion through a single tool powered by AI and Amazon’s first-party signals.

“Advertisers can now access impactful, streamer-led storytelling at scale, with the simplicity of a streamlined buying experience and the measurement capabilities they expect from Amazon Ads and our DSP,” said Krishan Patel, Director of Sales for EMEA at Amazon Ads, in a statement.

The launch complements Amazon’s broader creator strategy, which includes the Creator Connections program launched earlier to help influencers monetize content while enabling brands to leverage creator marketing on the e-commerce platform.

Advertisers using Twitch Creator Sponsorships can access Amazon Ads measurement solutions to understand full-funnel campaign impact, including sales metrics both on and off Amazon, alongside standard performance indicators.

The new sponsorship tools are available in 17 countries, including major markets across North America, Europe, Asia, and the Middle East.