Deeper Dive On … Amazon and Twitter

Amazon’s new “Wish List” deal with Twitter continues the evolution of Twitter from a channel for passive promotion to a channel for interactive customer engagement. By allowing consumers to directly add items they see in tweets to their Amazon Wish Lists without leaving Twitter, the arrangement both turns Twitter into an active platform for peer-to-peer, unpaid marketing and also helps keep Twitter users on Twitter for longer periods of time by extending its functionality.

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As consumers continue to use social media as their primary means of navigating the Web, retailers will need to find creative ways to blend their offerings with popular social media platforms. Executed properly, as this Amazon-Twitter partnership appears to have been, social-based retailer services extend the reach of the retailer and the value of the social network.