Analyzing 157,000 #AmazonCart Tweets: Is the Amazon-Twitter Team-up Taking Hold?
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:
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:
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.
— Amazon (@amazon) May 12, 2014
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?
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.
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.