To increase revenue and customer engagement, Amazon has rolled out its 'Gear on Amazon' program which rewards gamers, artists and chefs on its live video streaming platform Twitch for  selling products to their fans through amazon.com.

They can select different products to promote from the Amazon catalog and create a “Gear on Amazon” list from their Twitch dashboard alongside other extensions.

Twitch earlier introduced  'Twitch extensions'  which allows third-party developers to create add-ons that live video streamers can use on their channel pages to help better engage with their fans.

In a blog post, Twitch said: "Using the extensions platform, you’ll have access to a suite of tools that make it nearly effortless for you to build interactive integrations directly on Twitch. Extensions enable the standards-based creation of custom sandboxed iframes that can be installed on channel pages."

Amazon bought Twitch for about $1bn in 2014 to foster online content growth that included movies and music.

The Drum earlier spoke with Amazon’s Twitch VP of sales for Europe who said that they generate more ad revenue from non-gaming brands than gaming brands in the UK.