Last week Twitter and Amazon launched a new integration for users of both platforms called #AmazonCart. It gives users the ability to add products to their Amazon Cart directly from Twitter by using the #AmazonCart hashtag when replying to Tweets with Amazon product links.
The user flow goes something like this:
- Link your Twitter and Amazon accounts
- Tweet or ad containing Amazon product URL appears in your feed
- Reply to that Tweet using #AmazonCart
- Product is automatically added to your Amazon shopping cart
- Return to Amazon later to checkout
Twitter will not act as an affiliate for Amazon, but #AmazonCart could make Twitter a more appealing platform for brands looking to grow lower funnel conversions and for advertisers selling products on Amazon. This partnership comes as Twitter attempts to grow its ad base with other direct response ad features such as click-to-call.
Some Potential Outcomes
Marketers have been skeptical about this move and whether people will even use the service, let alone increase ad revenue and conversion rates. Just because consumers have the technical capability to do something doesn’t mean they will actually do it.
Historic data from Twitter has shown us that their users are not transactional, much like other social networks, and users would most likely need to become more shopping minded for this to generate traction. It would also require users to broadcast that they are interested in purchasing a product via a Tweet with #AmazonCart – a step which may be a barrier to adoption.
With these unknowns in mind, here are two scenarios to consider where users might be compelled to start using #AmazonCart:
- Time sensitive purchases like tickets, high profile releases, and trendy products that are circulated on Twitter could yield impulse buys
- It could serve as a bookmark or favorite button for power users to go back and learn more about a product on Amazon
Please feel free to offer any of your opinions or insights in the comments section!