YouTube Taps Amazon as Affiliate Partner to Boost Shopping

M&A · Partnership
โดย Bloomberg·US·Read original
Summary · why it matters

YouTube has tapped Amazon.com Inc. as its newest affiliate partner in YouTube Shopping, part of the video giant's push to prioritize e-commerce as one of its next big bets. YouTube creators can now seamlessly tag Amazon products in their videos and livestreams, driving more business directly to the enormous global marketplace while taking a cut from sales. YouTube Shopping chief Travis Katz said in an interview, "It's the biggest online retailer in the world coming together with the most-used application on the internet." He described e-commerce as Alphabet Inc.'s next strategic swing, comparing it with major long-term investments in podcasting and the living room. YouTube Shopping's gross merchandise volume grew 13-fold globally from the first quarter of 2024 to the first quarter of 2026, according to Katz. More than one million of YouTube's roughly three million creators who are able to make money on the platform are part of its shopping program today, selling everything from tech gadgets and home goods to fashion and beauty products to an audience watching 110 million hours of shopping-related videos each day. Until now, creators couldn't easily tag Amazon products, despite the company being one of YouTubers' most-requested partners. TikTok cut its own deal with Amazon two years ago, letting users shop for Amazon products through ads without leaving the TikTok app.

Impact on stocks 2

Artificial Intelligence▲ · 2 stocks
Amazon.com Inc
AMZN
▲ PositiveDemandrelevance

YouTube creators can now tag Amazon products, driving more business to Amazon's marketplace.

Alphabet Inc Class C
GOOG
▲ PositiveDemandrelevance

YouTube Shopping's GMV grew 13-fold, and e-commerce is a strategic focus for Alphabet.

Off-coverage companies 2

YouTube, LLCPrivate▲ Positive
Demandrelevance

YouTube expands its shopping program with Amazon as an affiliate partner, boosting e-commerce.

ByteDancePrivate± Mixed
relevance

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