Amazon launches shopping via Twitter
Twitter signs deal with Amazon for users shop using special hashtag
Online retailer Amazon, has announced a partnership with Twitter that allows users to add products to their shopping carts by tweeting a special hashtag.
According to the BBC, shoppers can reply to tweets containing a link to an Amazon product with #amazoncart in the US and #amazonbasket in the UK. However, users will still need to go to Amazon to pay and complete the purchase.
Bloomberg reported that the move comes as part of a push to add e-commerce options for advertisers.
"Ultimately it is all about conversations that people are having on various platforms such as Twitter and Facebook about what interests them," said Sanjana Chappalli, Asia-Pac head of LEWIS Pulse, a firm specialising in digital marketing.
"Brands are keen to tap into these platforms, not least because they have hundreds of millions of active users."
This deal provides them a good chance to leverage on other sites such as Amazon to help push the engagement rates up."
The announcement comes just days after Twitter reported a net loss of $132m for the first quarter.
Chappalli said the tie-up with Amazon was likely to help Twitter engage its users better and as result attract more advertisers.
"For Twitter the revenue model is based not just on the number of active users, but also on how much time those users spend on the platform," she said.
Meanwhile, Amazon said the partnership would make it easier for users to purchase products they saw on their Twitter timeline.
According to Bloomberg, Twitter has been exploring adding direct shopping options on the site, and last year hired former Ticketmaster executive Nathan Hubbard as head of commerce to boost its efforts. In an interview last week, chief executive officer Dick Costolo said shopping on the site would have the same real-time feel as the rest of the Twitter experience.
"I think about our commerce opportunity as commerce in the moment," Costolo said after the San Francisco-based company reported earnings.
"No more switching apps, typing passwords, or trying to remember items you saw on Twitter," the firm said in a video it posted about the tie-up.