亚马逊与Twitter携手电子商务
Amazon has joined forces with Twitter to let consumers tweet products they like into their shopping baskets, as technology companies search for ways to fuse social media and ecommerce.亚马逊(Amazon)与Twitter积极开展了合作，容许用户以Twitter消息的形式将讨厌的商品发送到购物篮中。这些高科技企业正在想要办法把社交媒体和电子商务融为一体。The feature is aimed at turning Twitter into a new shopping window for Amazon, which has only dabbled with social media, partly because Jeff Bezos, its chief executive, does not want to share its customers with other companies, according to former employees.这一功能目的将Twitter转变成亚马逊新的购物窗口。
目前，对于社交媒体亚马逊还只是有所牵涉到，按照亚马逊前雇员的众说纷纭，这部分是因为亚马逊首席执行官杰夫贝佐斯(Jeff Bezos)不不愿与其他公司共享其客户资料。Through the tie-up, consumers on Twitter who see a tweet with an Amazon product link will be able to drop it into their Amazon.com basket by replying with the hashtag #amazoncart in the US and #amazonbasket in the UK.通过这一合作关系，Twitter用户在看见一条具有亚马逊商品链接的Twitter消息后，将可以把该商品必要重新加入他们在亚马逊网站(Amazon.com)上的购物车中，为此他们如果是在美国，只必须在恢复时拿着#amazoncart这个标签，如果是在英国这个标签则是#amazonbasket。Despite the potential for consumers to obtain shopping ideas from friends and experts on Twitter, Facebook and Pinterest, social media has so far had only limited success in generating ecommerce transactions.尽管用户显然不存在从Twitter、Facebook以及Pinterest网站上通过亲友及各类专家提供购物信息的可能性，到目前为止社交媒体在促成电子商务交易方面效果十分受限。
Twitter last year hired Nathan Hubbard, former chief executive of Ticketmaster, to work on mobile device commerce projects.去年，Twitter曾聘用曾任Ticketmaster首席执行官的内森哈伯德(Nathan Hubbard)专门从事移动设备电子商务项目的研发。Although Twitter will not make any money from Amazon sales directly, the group hopes that it will encourage ecommerce sites and other companies to spend more money on advertising through the site.尽管Twitter并无法从亚马逊的销售中必要利润，该集团期望这么做能希望电子商务网站及其他企业增大对Twitter的广告投放。Twitter’s “cards” – widgets within an individual tweet that are most commonly used to show photos or videos – are already used by online retailers such as eBay to show more information when the user tweets a link to a product. However, consumers still have to click through to the site to make a purchase.目前，Twitter获取了一种“卡片”工具，这种小工具常用于在个人Twitter消息中表明照片或视频。
eBay之类的在线零售商早已开始用于这种“卡片”工具，让用户能在Twitter消息中发送到商品链接时表明更加多信息。不过，用户仍必须通过页面连至涉及网站才能已完成购物。The partnership could contribute to Amazon’s goal of removing friction from the shopping process. In a video on the tie-up, the company exhorts: “No more switching apps, typing passwords, or trying to remember items you saw on Twitter.”Twitter与亚马逊的这种合作关系将有助亚马逊构建精简购物流程的目标。
在一个有关这次合作的视频中，亚马逊宣传道：“不必须转换到其他应用于，不必须输出密码，也不必须忘记你在Twitter中看到的商品。”Sucharita Mulpuru, analyst at Forrester Research, said: “I really don’t think it’s that necessary for [Amazon], because the social networks are best for awareness and they certainly don’t have an awareness problem.”Forrester Research分析师苏乍利达墨普鲁(Sucharita Mulpuru)回应：“我显然指出这对（亚马逊）没什么适当，社交网络最合适用来让人告诉某个东西的不存在，而亚马逊当然会有这样的问题。”She noted that when many people were interested in a product they were just as likely to search for it on Amazon as on Google regardless of where they first saw it.她认为，如果许多人都对某种商品感兴趣，不论他们最初是在哪看见这种商品的，他们在亚马逊网站上搜寻该商品的可能性与在谷歌(Google)网站上搜寻该商品的可能性一样大。“The problem is Twitter is really a news and information stream, it’s not really a commerce stream,” Ms Mulpuru said. “The experiments with purchasing that have happened to date on Twitter have not been wildly successful.”墨普鲁回应：“问题在于Twitter获取的实质上是一种新闻和信息流，并不是一种商务流。
迄今为止在Twitter上积极开展的购物试验都不是过于顺利。”The partnership also touches on wider questions about how much of their lives people want to reveal on social media, and whether the willingness to share interests and habits extends to shopping.这种合作关系还引起了其他问题：人们期望在社交媒体上多大程度地透露自己的生活，他们共享个人爱好及生活习惯的意愿否不会拓展至购物方面。
The Amazon video shows consumers tweeting their desire to buy Procter Gamble personal products – Pampers nappies and an Oral-B electric toothbrush – as well as a video game for the PlayStation 4 console.在亚马逊发售的视频中，用户在Twitter上发送到了一条消息，传达了想出售帮宝适(Pampers)内衣以及Oral-B电动牙刷等宝洁(Procter Gamble)个人用品及一个PS4视频游戏的心愿。The number of Americans accessing Twitter each month is estimated to rise 11.6 per cent to 48.2m in 2014, according to eMarketer, a research group. In the UK, the number of Twitter users is forecast to increase 13.4 per cent to 13.6m.根据研究集团eMarketer公布的数据，2014年美国Twitter月采访人数估算不会快速增长11.6%，减至4820万人。在英国，Twitter用户数预计将快速增长13.4%，减至1360万人。Amazon itself has nearly 1.1m followers on Twitter.亚马逊自身在Twitter上享有将近110万粉丝。
While Amazon has not fully embraced the latest round of social media, analysts point out that the customer book reviews that it pioneered on its website were an early version of the form.尽管亚马逊并没几乎采纳近期一轮的社交媒体热潮，分析人士认为亚马逊网站上的用户书评只不过是一种社交媒体的早期版本。
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