#AmazonCart: Twitter and Amazon Partner to Pair Commerce and Conversation
Today, Twitter and Amazon announced a partnership that will bring shopping and social media closer than ever.
Users can now link their Twitter and Amazon accounts and add items to their cart by simply replying to any Tweet with an Amazon link bearing the hashtag #AmazonCart.
This new partnership has the potential to shape the way social business is done. While Amazon says Twitter doesn’t see revenue from each transaction, they didn’t disclose any other details of the partnership. Its a safe bet that other online retailers (and other social networks) are watching closely with hopes of finding a source of revenue other than advertising.
How can this benefit the average business?
There are a lot of practical applications for this partnership that extend to businesses other than Twitter or Amazon.
As a writer, I think about the potential for book sales, which are widely impacted by word-of-mouth promotion via social channels. If writers and publishers – who are already promoting their content on Twitter – can share links to direct purchase points, they can kill two birds with one stone: fostering engagement and getting users to add their book to shopping carts.
The same is true with any product sold on Amazon.
This has the possibility to mitigate our short attention spans. If a product is automatically added to my cart without having to leave Twitter, I don’t have to remember what it was called, where I saw it, or how to find it again.
What are the potential problems?
This program has many potential upsides, but as consumers, we’re generally private about our purchases by nature. This new feature puts that process front and center. I’ll be interested to see how consumers respond to sharing this type of information. The upside is that it isn’t showing actual purchases; just what you add to your cart, and since you’re adding items via direct reply, the exposure is limited unless someone is willing to inspect your profile with a digital magnifying glass.
The future of social commerce.
As data becomes more available, audiences get larger, and the opportunity greater, we can expect to see these types of partnerships become more prevalent. The ability to track, measure, and understand every step of the buyer’s journey has social media becoming more deeply integrated with the marketing and sales process. This type of partnership allows direct correlation between first-interaction and point of sale: an undeniable bonus for every marketer.
As the Head of Marketing Communications at Simply Measured and generally delightful person, my job is to use data to tell stories to the internet that help the internet get better at telling stories...You're welcome internet.