Amaze Announces Expanded Partnership with Contend
Amaze and Contend will now partner to shape Amaze’s brand campaigns and go-to-market strategies, ensuring how the platform is positioned and marketed delivers maximum value to creators.
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Amaze Holdings, Inc. (Amaze), a global company in creator-powered commerce, has announced an expanded strategic partnership with Contend, the creative studio behind innovative, high-impact brand launches for global audiences.
The collaboration formalises and elevates Contend’s existing role as a strategy advisor to Amaze, expanding the relationship into a fully integrated partnership focused on scaling creator-led commerce through immersive storytelling and integrated fulfilment.
Building on a successful advisory relationship, Amaze and Contend will now partner to shape Amaze’s brand campaigns and go-to-market strategies, ensuring how the platform is positioned and marketed delivers maximum value to creators.
The expanded partnership brings together Contend’s proven ability to turn culture into measurable demand with Amaze’s global commerce platform. This will enable creators and brands to launch products that seamlessly connect content, community, and conversation.
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Contend has helped brands—including Microsoft, Amazon, Meta, Apple TV+, and Ticketmaster—build audience-first formats that drive measurable business outcomes.
Throughout 2026, Amaze and Contend plan to roll out a slate of creator- and brand-led commerce launches across food, culture, entertainment, and lifestyle, anchored by larger platform activations.
What the Partnership Delivers
Through Amaze and Contend’s partnership, creators and brands gain access to:
- End-to-end launch strategy and execution
- Innovative video, live, and shoppable content formats
- Creator-led auctions, timed drops, and livestream shopping
- Immersive experiences, including AR activations and real-world unlocks
- Global fulfilment and commerce operations powered by Amaze
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“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.”
Steven Amato, Founder and CEO of Contend, said, “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.”
“Expanding our partnership with Amaze allows us to bring that philosophy to life at scale.”
For Amaze, the partnership strengthens how it brings its platform to market by deepening creator relationships, expanding brand partnerships, and driving gross merchandise value through clearer positioning, stronger demand, and more effective product launches.
For Contend, it extends a proven storytelling and commerce model into an always-on platform environment designed for scale.
