Twitch Is Celebrating Prime Day With a 2-Day Live Shopping Show

'Twitch Sells Out' will feature some of the platform's top streamers

Hosts will highlight curated Prime Day deals over the course of a pair of 12-hour streams. Twitch
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Livestreaming platform and Amazon subsidiary Twitch is hosting a live shopping show for its “favorite made-up holiday,” Prime Day, on its Twitch Presents channel, which it said “promises to be unlike anything you’ve ever witnessed…but, like, in a good way.”

The two-day program, Twitch Sells Out, will stream two 12-hour broadcasts each day from 10 a.m. to 10 p.m. PT.

It will be hosted by “(almost all of) our biggest streamers,” who will feature deals on gaming, electronics, kitchenware and related products—and who Twitch claimed are now “locked in a windowless room watching an almost unhealthy amount of infomercials to get ready.”

“We’ve gone through every single item on sale for Prime Day and curated the best of the best for the Twitch community,” Twitch said in a blog post. A spokesperson said Twitch had no numbers to share.

Content will also include “previously unseen demos and gameplay from some of the most anticipated video game releases of the year.” And the platform will even “shine the spotlight on some of Prime Day’s more…unusual items for sale,” the blog post read, teasing, “You’ll just have to tune in to see what we mean.”

Customers will be able to buy directly from the stream with Twitch’s Blacksmith extension, an interactive onscreen overlay with links to products, which also gives streamers a cut of the revenue.

“This will benefit Amazon, Twitch and Twitch streamers, in a way that’s still authentic to Twitch,” the blog post read.

Co-streaming will be enabled, allowing partners and affiliates to add commentary and get a share of revenue for any product or Prime membership sold through their channels.

Twitch users around the world will be able to watch, but only U.S. Prime members will be able to buy or pre-order featured products.

This, of course, gives its parent company an opportunity to push Prime membership as Twitch reminds its community to “make sure you’re all signed up or take a free trial before the big day so you don’t miss any of the featured sales.”

And, like Amazon, Twitch reminded users about related Prime perks, like “a free channel subscription plus tons of other Twitch and Amazon benefits when you sign up.”

The spokesperson said over one million users are tuning in to Twitch on average at any given moment. Its primary audience is male between the ages of 18 and 34.

However, when asked about Amazon potentially targeting a younger audience this year in light of the Prime Day concert on July 10 as well, the Twitch spokesperson declined to comment on Amazon’s strategy.


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@lisalacy Lisa Lacy is a senior writer at Adweek, where she focuses on retail and the growing reach of Amazon.