YouTube and Amazon launch an offensive against TikTok Shop

YouTube has made Amazon an affiliate partner of its shopping platform: creators can now tag products from the online store directly in videos and livestreams. YouTube aims to make e-commerce its next growth driver and narrow the gap with TikTok Shop.

From video to shopping platform

YouTube and Amazon are blurring the lines between content and commerce: creators on the video platform can now link Amazon products directly to their videos and livestreams. This allows viewers to see product information more quickly and click through to Amazon, while the creator earns a commission on any purchases.