#AmazonBasket and #AmazonCart show potential for Twitter commerce

#AmazonBasket and #AmazonCart show potential for Twitter commerce

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Twitter is working hard to monetise the platform. Yesterday it landed a deal with Amazon. If you’ve got both an Amazon account and a Twitter account, you can add stuff to your basket by replying to the tweets containing links to Amazon goods by adding a hashtag.

You need Amazon to use #AmazonBasket in the UK or #AmazonCart if you have a US account. The respect for local language is admirable.

Assuming that it works you’ll get a tweet from the @MyAmazonUK Twitter bot and an email notification to say the item has been saved to your basket, or cart.

To enable the application you need to visit the social media settings page for your account on the Amazon website and connect your Twitter account.

People in my Twitter network have been busily trying out the service today. It appears to work although several people have suggested that replying to tweets with an Amazon URL but without the hashtag also lands stuff into your basket.

#AmazonBasket is good for one-off spontaneous purchases but it could quickly border on spam. You wouldn’t want to do your weekly shop this way.

It’s also very open. The rest of the world now knows what you just bought.

It has potential as a direct response mechanism. Partnering with Amazon is smart as it shows the mechanism working at scale. No doubt more deals with follow.

I sought out the view of my colleague Danny Whatmough, associate director, Ketchum, and chair of the PRCA's digital panel.

"Twitter is clearly putting a big focus on functionality within its platform that can drive user engagement – both keeping users on the network and adding value – while building opportunities to generate revenue," said Whatmough.

"Twitter Cards are the most obvious sign of this push and have potential as Sky demonstrated with its own partnership announcement recently. Amazon’s own effort works seamlessly, though I wonder if a buy now button embedded in a Twitter card would be even more user friendly and is where this eventually all nets out," he added.

Twitter is going to have to work hard to turn a profit. It reported a loss last week of $132.4m in the first quarter or 2014.

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