It sounds like a bit of a gimmick, and I'm quite sure no one will be buying cameras or TVs from their Twitter account any time soon. But for inexpensive items that have that novelty appeal (see the picture with the banana slicer) I can certainly imagine how people might impulsively add it to their basket as they're browsing their Twitter feed. And of course your purchasing tweet will be broadcast for everyone to see, which Amazon will love.
When an Amazon product link like the infamous banana slicer above is tweeted from any source, you just need to reply with #AmazonCart (#AmazonBasket in the UK) to place it in your cart. At that point, you'll receive a confirmation email and tweet from Amazon. It's not quite an impulse buy, as you'll need to enter your Amazon account to complete the purchase.
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