Analyzing 157,000 #AmazonCart Tweets: Is the Amazon-Twitter Team-up Taking Hold?

Analyzing 157,000 #AmazonCart Tweets: Is the Amazon-Twitter Team-up Taking Hold? Kevin Shively Blogger Extraordinaire Simply Measured

Two weeks ago, Amazon and Twitter announced a major commerce partnership in #AmazonCart.

The new feature allows users to respond to Tweets containing Amazon links by responding with the hashtag #AmazonCart. This partnership has the potential to shape social commerce in a very real way, but for that to happen, users will have to adopt the feature.

This service is a clear signal that ecommerce and social are getting more and more intertwined, but the question is, are Twitter users ready for it?

The service has been live for two weeks now, and #AmazonCart has been Tweeted over 157,000 times, so we took a look at the early adoption curve to find out how its fairing:

Screenshot 2014-05-19 08.57.16

 

It’s no surprise when a hot new offering cools off after the initial story dies down. This was no exception, but it may be a good sign for the retail giant.

The first week of the release, the majority of Tweets were Retweets, suggesting the news story was the hot conversation driver. A deeper look at the top Tweets confirms this, with conversations started by Forbes, USA Today, CNBC, Boston Globe, and Buzzfeed among countless others.

Once the sensation died down, Retweets were replaced with @Replies and Mentions, signaling growing adoption over discussion.

Amazon’s own strategy has shifted to this focus as well:

Screenshot 2014-05-19 09.08.02

Notice that the Tweets from the week of the release are all geared to drive awareness. The following week, on Monday May 12th, Amazon started to see traction from an actual product shared via Twitter card.


So this begs the question, what is the top product being Tweeted? Aside from the charger Amazon, and Amazon contests with @HooverUSA with a RT call-to-action, the top Tweeted product was…a romance novel?

Screenshot 2014-05-19 09.18.17

To be honest, I’m not sure it’s actually a romance novel, but judging by the brooding fella in a tank top and the sullen blonde woman, I think I’m safe in that assumption, despite a lack of research. This link, which wasn’t driven by a large brand promotion that prompted a slew of Retweets, has been shared 1159 times.

In fact, several books made the list of top links. This could be an amazing tool for publishers looking to reach and convert Twitter’s audience, which is basically on the network to consume content in one form or another.

Have you used #AmazonCart? Will you? What applications do you see for this type of partnership in the future? Let me know in the comments.

Kevin Shively

Kevin Shively

I manage the blog team at Simply Measured. My job is to tell stories to the internet...You're welcome internet.

  • Shwinn aka horrificmedium

    Hey Kevin, Can we get an update on #AmazonBasket pls? How’s it doing now?

  • Steve Fawthrop

    Kevin, you alluded in the comments to running an updated report. Did you do this and, if so, is it posted anywhere? If not, maybe good to update/add on to this post.

    • Kevin Shively

      Hey Steve, thanks for the reminder. I probably won’t spend time writing a full post on this, but wanted to share the report here. Looks like they’re evening out at between 5K-10K posts a day…not to bad when you think of that in terms of products added to shopping carts. It’s an interesting (and promising) sign to me that the top tweeted links are still mainly books. https://app.simplymeasured.com/viewer/crulg3y8qtiu4idz2wptxhnkknskwb/2024422

  • Steve Fawthrop

    Kevin, thanks for the update. On a more anecdotal basis, when I posted an item to LinkedIn w/ a corresponding tweet it got a lot of shares and many more views than a typical post. I just did a search on Twitter for #amazoncart and the vast majority of posts are for book promotions or samples of books. There are also a variety of promoted tweets by Amazon for video games.

    • Kevin Shively

      Wow the LinkedIn tie-in is really interesting…I’ll have to keep an eye out for that. I can see Amazon continuing to use this as a feature to promote their own agenda, but the cool part of it that I hope will grow is the ability to tie promotion and point-of-sale together for smaller publishers, etc who can’t afford to promote books the traditional way. Thanks for the note Steve!