Amazon teams with Twitter to turn hashtags into shopping shortcuts

The e-retailer's #AmazonCart initiative lets consumers buy stuff just by tweeting a hashtag.

Whimsically purchasing nonsense you don't need from Amazon just isn't easy enough. One-click ordering, two-day shipping--or same-day delivery if you're lucky--are fine, I guess, but now Amazon is letting consumers add items to their shopping cart straight from Twitter. All it takes is a hashtag.

The new Twitter partnership, called #AmazonCart, lets users reply to tweets containing Amazon links with the aforementioned hashtag. If a consumer's Twitter and Amazon accounts are connected, Amazon will drop the item in your cart.

The hashtag doesn't complete the transaction. Consumers have to sign in to Amazon to actually finalize the order.

Related: Amazon: No CMO, no CIO, just a culture based on customer engagement and technology

Amazon isn't the first company to turn hashtags into buying opportunities, but is by far the largest. American Express last year partnered with Twitter to let its cardholders sync their credit cards and Twitter accounts. Using an AmEx-approved hashtag unlocks discounts or special offers. Starbucks also works with Twitter to allow its cardholders to gift lattes to friends by tweeting "@tweetacoffee to @insertnamehere."

Social-conversion platform Chirpify works with companies like Adidas and Oreo to activate hashtags those brands use in their print and TV ad campaigns. Users who tweet the so-called "action tags" can get free stuff, like a delivery of flavored Oreos.

Twitter hasn't yet taken advantage of retail in its quest to become a profitable public company, but with partners like Amazon running their own e-commerce experiments on the network, it seems a likely next step. Twitter has reportedly been in talks with back-end mobile payment startup Stripe to power social shopping, but it's unclear if the network has plans to launch any products in the future.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Thanks for this. The key for me is the effective of governance where it dictates and sets the proactive policy when it comes to CX. Tech ...

Hitesh Parekh

6 lessons in modern marketing from a customer experience chief

Read more

Very well said “With today’s consumers more demanding of the brands and merchants they shop, it’s imperative for merchants to not just co...


CMO's top 10 martech stories for this week - 29 September

Read more

Latest Podcast

More podcasts

Sign in