Amazon is joining YouTube's Shopping affiliate programme. Eligible UK creators will now be able to tag its products in their Shorts, long-form videos and livestreams.

A spokesperson for YouTube says: "Video has changed how we shop. In the past, we browsed store windows. Today we browse videos - from product reviews and unboxings to shopping hauls. Viewers spend an average of over 110 million hours daily watching shopping videos on YouTube. With YouTube Shopping, we’ve built the future of e-commerce directly into the video player."

YouTube creators can tag the products they are talking about in their videos, Shorts and livestreams, earning a commission anytime viewers buy something.

The spokesperson comments: "Viewers love the convenience. They don't have to search the description box of a video for a URL. When they click on a Shopping tag, they're taken to a verified site (like M&S, Currys, Boots and now Amazon) to buy the product. Creators love the affiliate Shopping programme because it allows them to maintain their authenticity while earning money off their content. And authenticity matters - according to a survey conducted by Kantar, surveyed viewers in the United States rank YouTube as the number one platform for helping them make more confident shopping decisions."

They add: "Shopping is a significant area of investment for YouTube, and we’ve seen incredible momentum. We’ve expanded the affiliate programme to more countries around the world, and recently expanded to the UK, Mexico and Argentina. There are now more than one million creators signed up for YouTube Shopping. YouTube Shopping GMV has grown 13X from Q1 2024 to Q1 2026. We’re also seeing tremendous momentum boosted by our investments in Gemini powered auto-tagging."

"In March 2026, we expanded access to the YouTube Shopping affiliate programme to all creators in the YouTube Partner Programme with at least 500 subscribers and who meet eligibility guidelines. By lowering this threshold, we’re unlocking earning potential earlier than ever."

2026 RTIH Innovation Awards

Social commerce will be a key focus area at the 2026 RTIH Innovation Awards.

Check out our 2026 shortlists and finalists here.

The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

The event will consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.

Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.