Thursday, 25 September 2014

Amazon and Twitter are already gearing up
for holiday shopping with the launch of a
new hashtag-triggered shopping tool today.
Amazon’s new initiative is dubbed
#AmazonWishList and builds on a similar
initiative that the online giant rolled out in May.
Now, when Twitter users see a tweet with an
Amazon link in it, they can reply to the tweet with
the hashtag #AmazonWishList. Doing so will
automatically drop the product into an Amazon
Wishlist account.
To add the feature, consumers first have to link
their Twitter and Amazon accounts via a microsite .
Once an item is added to a shopping cart,
consumers receive an email and a tweet from
Amazon confirming that the item was added.
But Sucharita Mulpuru, Forrester Research’s retail
analyst, called the program cumbersome and
questioned if a good chunk of users might not use
the service because they don’t want to share wish
lists with others.
“All of our research says that consumers don’t really
use wish lists and use persistent shopping carts to
save items,” Mulpuru said. “I’m not sure what the
value to Amazon is in this case other than that it is
a discrete project that won’t adversely affect any
other part of its business, could get them some
media exposure and may even get some consumer
usage, though probably not much.”
Testing Social Commerce
Amazon’s newest experiment with Twitter is just
the latest example of commerce on the social media
Earlier this month, Twitter rolled out a universal
‘buy’ button so that marketers can drive
conversions from tweets.
Programs like Twitter Amplify are also aimed at
spurring sales by linking TV and social ad buys.
Despite all of the tests that Twitter has in the
works, Mulpuru noted that it’s not clear what the
site’s strategy is with social commerce.
“They spend a lot of their money on R&D and sales,
and much of that is to explore business
opportunities like retail and sales, but the truth is
that Twitter hasn’t found its voice yet,” she said. “It
could be powerful in retail with photos in stream
and a buy button and solutions like what AmEx and
Chirpify have experimented with, but I don’t think
they’ve had a runaway success yet.”

credit: Lauren Johson via

posted by:@djshyluckjimmy

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