In an extension of its deal with Twitter, American Express will now let users link their credit cards to their Twitter account to let them buy products directly from within Twitter.
American Express started distributing offers and coupons on Twitter a year ago through Card Synch, making it the first time users can actually make purchases through Twitter. By tweeting special hashtags, customers would now be able to buy American Express Gift Cards and products from Amazon, Sony, Urban Zen and Xbox 360.
According to Leslie Berland, senior vice president, digital partnerships and development at American Express, based on the initial success of Amex Sync for offers, the company knew there was significant power in combining its assets with Twitter's platform to bring value to Cardmembers and merchants.
He added, the company was now leveraging its unique technology and closed-loop network to introduce a seamless solution that redefined what was possible in the world of social commerce.
According to American Express, all products would be shipped to the card member's billing address via free two-day shipping.Cardmembers could sync their cards in advance by visiting sync.americanexpress.com/twitter, then tweet special product hashtags for the product they wanted to buy with their synchonised card, and AmexSync would then respond with a confirmation hashtag; tweeting it back within 15 minutes confirming the purchase.
According to analysts, the new tie-up between Twitter and American Express would see the social media service turn into a shopping cart. American Express members who sign up would be able to buy products by mentioning the appropriate hashtag in a Tweet.
Announcing the partnership yesterday the companies have kicked it off with a single product offering, a $25 American Express gift card for $15. Other products would be available starting tomorrow.
The first discounted products from American Express that would be on sale are an Amazon Kindle Fire, a Sony Action cam, a Donna Karan designer bracelet and an Xbox 360. Though various companies would tweet out the hashtags, all official product offers would be collected under the American Express Favorites section.
This is not the first instance of American Express experimenting with social media. The Amex Sync programme launched last March, offered discounts on Twitter, Foursquare, Facebook and Xbox Live.
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