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AmEx now has Tweet to Buy in Twitter

American Express is experimenting with a new way to let AmEx card holders purchase items with a tweet.

Card synch

AmEx has upgraded its Card Synch service, which allows retailers to offer discounts and special offers via hashtags, to now offer a purchasing option.

From today, AmEx customers can buy products from sites including Amazon and Sony, all via Twitter.

Is that on hashtag or credit?

It works like this. After signing up to Card Synch users follow the @AmericanExpress Twitter account.

AmEx will then tweet hashtags associated with purchasable items. If a user spots an item they'd like to purchase they tweet the hashtag, which prompts AmEx to respond with a tweet containing a confirmation hashtag. 

If the user tweets this confirmation hashtag within 15 minutes the purchase is complete.

Cracking the code?

Twitter has been slowly been experimenting with its brand offering, with features like promoted tweets and in-profile advertising.

If AmEx's experiment works, it may mark a new way brands can tap into e-commerce on the so far elusive micro-blogging platform. 

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