In a bid to add e-commerce options, Twitter signed a deal with Amazon to allow users to shop directly from posts on the microblogging site.
In a statement, the companies explained that US customers can add items to their Amazon shopping carts by simply adding the hashtag #AmazonCart when replying to a tweet with product links.
To use the new service, users must connect their Twitter account to their Amazon account. The shopping tweets will be publicly shared in Twitter feeds if the user’s account is unlocked. Users will have to sign in to Amazon and go to their shopping carts in order to complete their purchase transactions.
Although Twitter will not receive any revenue from the sales, a person with knowledge of the matter revealed that Amazon plans to increase its spending on Twitter advertising products.
Twitter has been adding tools to its site to help retailers and advertisers reach users. The move to enable e-commerce allows Twitter to keep consumers hooked on the site longer and provides it with the opportunity to learn more about consumers’ shopping habits and interests. This information is very valuable to advertisers, who account for the majority of Twitter’s revenue.
Meanwhile, Amazon is trying to take advantage of the impulse-buying habits of potential customers by making it easier to place items in their shopping carts without even going to its site.
Last month, the world’s biggest online retailer unveiled a new device, known as Dash, that can be used by customers to add items to their online shopping lists by speaking the product’s name or scanning barcodes.