News Roundup - November 2025

Twitch has introduced a new live shopping feature that lets users purchase products directly within a stream, without leaving the content they are watching. This feature, announced just before TwitchCon, is powered by Amazon Ads, leveraging the technology of its parent company.

The first brand to partner with Twitch for this launch was e.l.f. Cosmetics. Their shoppable element, “eyes.lips.first,” has appeared on their official Twitch channel, e.l.f.YOU!. According to the company, this channel is designed to “empower female gamers, celebrate creativity and build confidence at the intersection of makeup and the streaming culture.” E.l.f. Cosmetics initially established its presence on Twitch in 2020 and frequently works with gaming content creators to boost brand awareness.

Twitch’s move into the live shopping space is likely inspired, at least in part, by competitors like TikTok. In 2023, TikTok launched the “TikTok Shop,” where businesses can display their products and affiliate videos, allowing creators to earn a commission on any products sold through their promotions.

Amazon has expanded its DSP to support in-market audiences with unified targeting definitions across 32 countries, simplifying the management of cross-border programmatic campaigns for global advertisers. This expansion adds markets like Belgium, Egypt, South Africa, and Poland to the roster, covering four continents. The core benefit of this update is that advertisers can now use consistent audience definitions across various countries without needing to configure a separate, fragmented audience strategy for each region.

This move is designed to reduce the operational complexity that global advertisers typically face when executing campaigns across multiple markets, an issue that Amazon has also addressed with recent unified account functionality. The new multi-country audience capability is accessible to both managed-service and self-service advertisers via the DSP’s Campaign Manager, the Amazon Ads API, and the Bulk Tool Spreadsheet.

The system is engineered to apply consistent audience definitions globally, while respecting local privacy regulations and policies in each of the 32 markets, including varying requirements such as GDPR. By standardizing audience targeting, Amazon streamlines campaign management and enables advertisers to more accurately compare performance metrics across countries, as differences in results will reflect genuine market variations rather than inconsistencies in audience targeting methodology.

Amazon has introduced new AI-driven targeting capabilities in its DSP through its “Ads Agent” feature, designed to streamline campaign management and audience selection significantly. This enhancement, announced at the company’s unBoxed conference, allows advertisers to define their campaign objectives using natural language descriptions or by uploading media plans and documents. The AI system then analyzes this intent and automatically generates suggestions for highly relevant audience segments and keywords.

This automation simplifies navigating the thousands of audience segments in Amazon DSP, saving advertisers substantial time and reducing the need for specialized programmatic expertise. Crucially, the system provides supporting rationale for each recommendation, maintaining transparency and allowing advertisers to review, modify, and combine the AI-generated suggestions with their own manual selections. This hybrid approach enables advertisers to retain strategic control over their campaigns while benefiting from the efficiency of AI-powered tools.

The AI-generated recommendations are powered by Amazon’s first-party data, combining shopping behavior, streaming activity, and browsing signals across its extensive ecosystem. Initial internal testing indicated that advertisers using similar smart features reduced the time spent on bid optimization workflows by 26%. This new targeting feature is part of a broader automation framework under the Ads Agent initiative. It is currently available for self-service advertisers and agencies using Amazon DSP in the United States, with plans to expand to other international markets.