#AmazonCart LaunchAdd it now. Buy it later.
Overview
• Allows users to add products directly to their Amazon cart from Twitter
• Amazon claims Twitter isn’t receiving payment for this service/transaction
• User replies are public. If users tweet‐to‐cart products that are best kept private or are socially embarrassing, they will have to delete tweets later
Announcement Email
Amazon Landing Page
Authorize Twitter > Amazon
Amazon Authorized Landing Page
Amazon Cart
Tweet with Amazon URL
Twitter Reply
Twitter Reply (cont.)
Amazon Confirmation Tweet
11
Amazon Confirmation Email
Amazon Cart
Amazon Post‐Purchase
Amazon Post‐Purchase
Amazon Post‐Purchase Tweet
Edge Cases
1. What happens if you reply with #AmazonCartmore than once to the same tweet? [Duplicate Reply]
2. What happens if you reply with #AmazonCart to a different, unique tweet that includes a product you previously added? [Repeat Reply]
3. What happens if there are multiple Amazon product URLs in a tweet? [Multiple Product URLs]
Duplicate Reply (to the same tweet)
Amazon Confirmation Tweet
• There is no response from Amazon in this case.
Amazon Confirmation Email
• There is no response from Amazon in this case.
Amazon Cart (no change)
Repeat Reply (unique tweets, same product URL)
Repeat Reply Tweet
Amazon Denial Tweet
Amazon Denial Email
Amazon Cart (no change)
Multiple Product URLs Tweet
Multiple Product URLs Reply Tweet
Amazon Confirmation Tweet
Amazon Confirmation Email
Amazon Cart
Edge Case Results
• Duplicate Reply– No response from Amazon via Twitter– No response from Amazon via email– No change to Amazon cart
Edge Case Results
• Repeat Reply– Amazon responds with error via Twitter
• “This item is already in your cart…”
– Amazon responds with error via email• “This item is already in your cart…”
– No change to Amazon cart
Edge Case Results
• Multiple Product URLs– Amazon responds with confirmation via Twitter
• “We added this item to your cart…”• Only references one item in original tweet
– Amazon responds with confirmation via email• “We added this item to your cart…”• Only references one item in original tweet
– Amazon updates cart with all items in tweet
Summary: Pros
• Very fast/responsive (almost instantaneous)• Prevents unintended repeat addition of products, but only from unique tweets
• Keeps users within Twitter environment• Increases product visibility through replies and hashtag
Summary: Cons
• Does not trigger purchase; Amazon customer must log in and complete transaction: no automatic conversion (but does drop users into the Amazon sales funnel)
• Supports multiple products in a single tweet but user experience is a little clunky
• More work than clicking link in Twitter and adding to cart within Amazon (requires typing hashtag + optional tweet)