Today, Amazon and Twitter announced a partnership that would allow Twitter users to place products directly into their Amazon shopping carts while remaining within the Twitter ecosystem. How it works: Twitter users connect their Twitter accounts to their Amazon accounts. Then, whenever they see a tweet containing an Amazon product link, users hit reply followed by the hashtag #AmazonCart, and the product will automatically appear in their Amazon carts. This gives users the chance to save the item and check out later when it’s more convenient, without having to switch between apps or enter new user logins.
This unexpected new partnership poses a couple of benefits for both Twitter and Amazon. It makes it easier for Amazon customers to immediately respond to products they view on Twitter by eliminating a few extra clicks on the path to conversion. For Twitter, the deal enables users to remain on Twitter’s platform without switching over to Amazon.
The potential is there, but will this new partnership pan out for both Twitter and Amazon? David Waterman, Director of SEO & Content Development, thinks it might:
“I could see loyal Amazon customers using this. I can’t see this new partnership significantly increasing Amazon’s user base but I can see it increasing the average order size of loyal Amazon customers who are also loyal Twitter users. I’m guessing Amazon did the research and saw that they are receiving a significant amount of referral traffic from Twitter, but a small number of items added to the cart.
I believe the keys to making this a success are:
1) If Amazon started to significantly push more product content through Twitter via their category specific Amazon Twitter profiles (and possibly expanding them)
2) And if other brands pushed their Amazon hosted product pages, with links to Amazon products.”
This partnership might make brands on Twitter more inclined to tweet their products with Amazon product links, driving more purchases to Amazon’s site over other merchant sites, and simultaneously driving more revenue for Amazon.
But Twitter has a lot to gain from this new relationship as well – the move might be a way for Twitter to more directly demonstrate the ROI of promoted tweets, thereby getting more brands to invest in them. If a company sends out a promoted tweet of an Amazon product, and a Twitter user retweets it with #AmazonCart, that product goes directly into their Amazon cart, and Twitter can directly attribute that the promoted tweet led to that product entering a cart. This new connection forged between the Twitter and Amazon empires might just make it easier to track conversions across platforms, from the social media stream into the shopping bag.
While this new partnership is certainly innovative and full of possibility, it remains to be seen if Twitter/Amazon users actually end up using it! Without user engagement, it’s nothing more than an interesting idea.