The programme allows qualifying creators enrolled in the YouTube Partner Program, including those with at least 500 subscribers who meet the other eligibility requirements, to tag eligible products in their content. Creators can earn commissions when viewers make qualifying purchases through those product links.
YouTube Targets Growing Demand for Shopping Content
The launch reflects YouTube’s expanding role in product discovery, consumer research and online shopping across the Middle East and North Africa.
According to YouTube, users worldwide watch more than 40 billion hours of shopping-related content on the platform each year. In June 2026, more than 40 million logged-in users across the UAE, Saudi Arabia, Egypt, Algeria and Morocco conducted shopping-related searches.
Research cited by YouTube also highlights the influence of video content on consumer purchasing decisions in the Gulf.
A Kantar survey found that 94% of surveyed viewers in Saudi Arabia and the UAE associated YouTube with high-quality shopping instructional videos. Meanwhile, 85% identified the platform with product reviews, and 80% with unboxing videos.
The survey also reported that 86% of respondents considered YouTube to have trusted creators for shopping recommendations. In Saudi Arabia, 84% said the platform helped them make more confident purchasing decisions.
Javid Aslanov, Head of YouTube in the Middle East and North Africa, said the launch creates additional opportunities for creators to build their businesses while helping brands reach engaged audiences.
Amazon Becomes the Programme’s First Retail Partner
Amazon is the first retail partner in the programme, allowing participating creators to recommend products and tag eligible items directly in their content.
When viewers purchase qualifying products through those links, creators can earn affiliate commissions. This provides another potential revenue stream alongside advertising, sponsorships and traditional brand partnerships.
For Amazon, the collaboration creates another route for product discovery, connecting shoppers with recommendations from creators they already follow.
Sumit Kapoor, Amazon’s Director of Marketing and Prime for the Middle East, North Africa and Turkey, said the partnership combines creator recommendations with Amazon’s shopping experience.
The programme could be particularly useful for smaller creators who have built engaged audiences but have not yet secured substantial advertising revenue or paid brand collaborations.
YouTube has not disclosed specific commission rates. Earnings will depend on eligible purchases and the applicable affiliate terms.
AI-Powered Product Tagging Simplifies Recommendations
The rollout also introduces tools designed to make product tagging easier for creators.
Using Google’s AI technology, YouTube can identify products appearing in videos and suggest relevant product tags. The feature is intended to reduce the amount of manual work required to connect content with products available for purchase.
Automated suggestions could be especially useful for creators who regularly publish product reviews, beauty tutorials, technology demonstrations and shopping-focused videos.
However, creators should ensure that suggested tags accurately match the products shown and that their content complies with the programme’s eligibility and disclosure requirements.
YouTube Extends Shopping to Television Screens
YouTube is also developing a more connected shopping experience for viewers watching content on television screens.
The new experience allows viewers to scan an on-screen QR code with their smartphones to access product information and continue the purchasing process.
By connecting television viewing with mobile shopping, YouTube aims to make it easier for audiences to move from discovering a product to buying it, even when they are watching content on a larger screen.
The approach could benefit creators whose product demonstrations and reviews are frequently watched on connected televisions.
Creators Gain Another Way to Monetise Their Audiences
The affiliate programme offers creators a direct way to connect product recommendations with potential purchases.
Ayatee, a creator with nearly 11 million subscribers, said YouTube Shopping could make it easier for viewers to find products featured in beauty content and product-testing videos.
The integration allows audiences to access recommended items while watching a creator demonstrate or discuss them, reducing the need to search for products separately.
For brands and retailers, the programme offers another way to reach consumers through creator-led content. For creators, it adds a performance-based revenue option in which earnings are linked to qualifying purchases rather than views alone.
YouTube Plans Further Regional Expansion
The launch in the UAE, Saudi Arabia and Egypt marks a new phase in YouTube Shopping’s expansion across the Middle East and North Africa.
YouTube has indicated that it intends to bring additional local and international retailers into the programme, although it has not announced a timetable or confirmed further partners.
The initiative could strengthen the region’s creator economy by connecting video entertainment, product discovery and e-commerce within a single platform.
For eligible creators, the immediate opportunity is to turn product-focused content into another source of income while helping viewers discover products through familiar recommendations.
