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Tweet to Buy – New AmEx & Twitter Venture

Tweet to Buy – New AmEx & Twitter Venture


American Express has launched a new social commerce experience that transforms hashtags into purchases.

The US multinational corporation’s innovative service, which lets cardholders buy products simply by sending a short message, is available to those who sync their eligible cards and tweet special hashtags.

This then allows cardmembers to buy American Express gift cards and products from Amazon, Sony, Urban Zen and Xbox 360.

The pay-by-tweet service launched yesterday and works by the transmission of offers from companies to users.

American Express' proprietary Card Sync technology powers the experience and users sync their cards online.

Senior vice president of digital partnerships and development at American Express, Leslie Berland, said: “Based on the initial success of Amex Sync for offers, we know there is significant power in combining our assets with Twitter's platform to bring value to cardmembers and merchants.

“Now, we're leveraging our unique technology and closed-loop network to introduce a seamless solution that redefines what's possible in the world of social commerce."

Customers need to tweet the special product hashtags for the item they want to purchase with their synced card.

They can then check their Twitter mentions in the @connect tab for a response from @AmexSync, containing a confirmation hashtag. The card owner then tweets the confirmation hashtag within 15 minutes of the response from @AmexSync to confirm the purchase.

All products are then shipped to the card member's billing address via free two-day shipping, courtesy of American Express.

Do you think it will catch on?

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Pippa Chambers

Pippa Chambers

Freelance News Journalist at PerformanceIN - working to source the latest and breaking news in performance marketing. 

From newspapers to national B2B magazines and technology reporting, I have covered a variety of genres. NCTJ/NCE qualified.

Please email me at and follow me @PippaC1

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