Hashtag Commerce @ Twitter Mall

Twitter is partnering with American Express Co. to let Twitter users with AmEx cards buy goods by sending a tweet containing a special hashtag.

Media observers promptly dubbed the program announced yesterday "tweet to buy," but it sounds like tweet shopping or hashtag commerce to me.

To participate, you need an AmEx card and must tie it to Twitter via the "Amex Sync" service which the credit card company started nearly a year ago for various social media services. Cardholders basically link their AmEx card number to their Twitter handle or other eligible social media service.

Until now, that "Amex Sync" program just let card holders obtain special discounts via social media. Now, it includes direct purchases.

Follow the @AmericanExpress Twitter account to find the special hashtags tied to specific items eligible for purchase by tweeting. AmEx said initial discounted products will include the Amazon Kindle Fire HD, Xbox 360, and Sony Action Cam with waterproof headband.

To make a purchase, send a tweet containing the special hashtag for the item you want. You'll have to finalize it with another step--replying to a confirmation tweet that Amex will send you within 15 minutes.

AmEx kicked it off yesterday by offering discounted gift cards that quickly sold out on Twitter. More product offers will roll out in the tweet-to-buy program at noon today.

Taylor Schreiner, who co-directs ad research at Twitter, blogged about the importance of mobile usage on Twitter this week and noted that the average user follows five brands on Twitter.

Learn more from the AmExSync video on YouTube.

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