Amaze Expands Contend Partnership To Scale Creator Led Commerce

The evolution of creator led commerce is accelerating as platforms look to blend storytelling, culture, and transactions into unified experiences. Amaze Holdings announced an expanded strategic partnership with Contend, formalizing a deeper collaboration aimed at scaling the next generation of creator led commerce through immersive content and integrated fulfillment.

Previously serving as a strategic advisor, Contend will now operate as a fully integrated partner, working alongside Amaze to shape brand campaigns and go to market strategies. The goal is to ensure the Amaze platform is positioned in a way that maximizes value for creators while helping brands connect more directly with engaged audiences. By combining Contend’s expertise in cultural storytelling with Amaze’s global commerce infrastructure, the partnership is designed to help creators launch products that connect content, community, and conversation in a single experience.

Contend has built its reputation by helping global brands such as Microsoft, Amazon, Meta, Apple TV Plus, and Ticketmaster translate audience attention into measurable demand. That experience now becomes central to Amaze efforts to grow creator led commerce at scale, particularly as creators look for more durable and diversified revenue streams beyond traditional social platforms.

“Our mission at Amaze is to help creators build real, durable businesses,” said Aaron Day, CEO of Amaze. “Contend has been a trusted advisor to Amaze and has consistently demonstrated an ability to turn storytelling into demand. Together, we’re building a scalable model that drives engagement and revenue at global scale.”

Under the expanded partnership, Amaze and Contend plan to roll out a slate of creator and brand led commerce launches throughout 2026. These initiatives will span food, culture, entertainment, and lifestyle categories, supported by larger platform activations designed to amplify reach and participation. The collaboration emphasizes end to end execution, from creative concepting and launch strategy to commerce operations and global fulfillment powered by Amaze.

“At Contend, we believe content should be built with an endgame, starting with what people already care about and translating that attention into real action by expanding access to the things they love,” said Steven Amato, Founder and CEO of Contend. “Expanding our partnership with Amaze allows us to bring that philosophy to life at scale.”

From a strategic perspective, the partnership strengthens how Amaze brings its platform to market. By deepening creator relationships and expanding brand partnerships, the company aims to drive higher gross merchandise value through clearer positioning and more effective launches. For Contend, the expanded relationship extends a proven storytelling and commerce model into an always on platform environment designed for sustained growth.

As creator led commerce continues to mature, the Amaze and Contend partnership reflects a broader industry shift toward integrated experiences where content, commerce, and fulfillment operate as a single system, enabling creators and brands to build lasting businesses at global scale.