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Amazon invades Twitter with hashtag purchases

2014 May 07th 10:06 AM


If you’re an experienced Amazon customer you will be very aware that Amazon remembers everything, even that potato peeler you glanced at for two seconds, over two years ago. Amazon remembers all and will remind you every day you log on. Now imagine that extending to your Twitter page!

Amazon has announced its intentions to revolutionise the way we shop by introducing the ability to purchase items using Twitter. Well sort of...

Rather than making drunken rendezvous with social networking even more dangerous by adding in online shopping, #AmazonCart will function as a reserve or “buy it later” button by connecting it to your Amazon account. We can all have a sigh of relief. Once linked, responding with the hashtag to any tweet containing an Amazon product URL will automatically add it to your shopping cart. While I applaud Amazon for taking advantage of social networking sites and constantly pursuing simpler methods for their customers to make purchases, the reasoning behind the sudden existence of this feature extraneous .

"While a novel idea, I think AmazonCart is a solution in search of a problem," Patrick Salyer, CEO of social infrastructure provider Gigya, informed Wired.co.uk. "Amazon has perfected the art of online purchasing and checkout on its own properties. Getting consumers to change their shopping behaviours can be extremely difficult and consumer adoption will likely be a major hurdle."

Conversely, Salyer also adds that shopping has always had a social element. "It`s important to note that retailers often see purchases start on social networks like Twitter when consumers share products from retailers` sites and recommend those products to their friends. This can generate significant revenue for those retailers -- Dell most notably touts the revenue it has generated from Twitter referrals. However, concepts like "f-commerce" [online storefronts embedded into Facebook], have resoundingly failed."

For Amazon traders this could open up the doors for not only using their Twitter site as a marketing tool but also for making a few sales themselves. With the rise of smart phones, mobile shopping and immediate access to the internet when on the go it could potentially increase the amount of impulse purchases by using their Twitter feed to reach customers. 



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