Perez Hilton on turning viral moments into merch with Amaze’s new AI storefront

“It’s kind of like having a mind-reading assistant,” Perez tells The Drum. “When people get excited over a quote or a video, Amaze picks up on it instantly and helps me turn that moment into magic.”

For his first collection, he’s remixing some of his most viral catchphrases, such as “Greater than my haters” and “Keep it cute!” into design-led apparel and accessories that hit the storefront as fans react in real time. Each product drop blends audience analytics with creative intuition, using Amaze’s data layer to surface what people are responding to most and when. The result is a merch model built on energy and immediacy rather than forecasting or trend reports.

“It could be a funny line or a viral moment,” he says. “One minute it’s a comment section bubbling up and the next it’s a live product my fans can actually buy.”

That agility Hilton says, is what makes the collaboration special. “Every drop needs to feel like me. Before, by the time a product was ready, the internet might have moved on. Now, I can drop something while people are still talking about it.”

Amaze says the technology represents the next phase of the creator economy, where audience behavior fuels product design in real time. Instead of relying on scheduled drops or long production timelines, the platform translates fan reactions into design prompts and merchandising ideas. It’s a faster, more fluid model that gives creators a direct line between social engagement and sales, capturing audience attention while it’s still peaking.

For Amaze, the partnership is a case study in adaptive commerce. The company, already known for powering storefronts for influencers and brands, built Amaze Moments to help creators monetize culture as it happens. The platform connects fan data, creative tools and on-demand production so new products can go from concept to checkout in a matter of hours. It’s an approach that mirrors how fans now interact with content: spontaneous, conversational and constantly updating.

“I was a disruptor when I started in 2004,” Perez says. “Amaze is doing the same thing for 2026 and beyond. I helped change the way people consume media and Amaze is helping change the way we create fast and powered by the latest technology.”