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Amazon Drives Traffic from Social Networking Despite Flouting Rules

Amazon is breaking the rules on conventional thinking about how you should engage shoppers on social networking sites, but it is driving far more sales from social networks than other merchants, according to Internet Retailer.

The publication took a look at Amazon.com’s social commerce strategy and found some interesting data. On Facebook and Twitter, its posts are mostly promotional in nature, instead of the typical news posts or random questions designed to spark dialog.

Despite going against conventional wisdom about how brands should interact on social sites, Amazon receives about 3.67% of site traffic from clicks from Facebook, Twitter and Pinterest, according to data available on Top500Guide.comThat’s the equivalent of 3.6 million unique visitors clicking from social networks to Amazon.com.

Those numbers put Amazon at number 129 in Internet Retailer’s Social Media 300, which ranks retailers by the percentage of traffic to their web sites from social networks.

The publication also said Amazon will provide shoppers with Facebook-connected accounts product reviews written by their Facebook connections and products that their connections have put on their Amazon Wish Lists.

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). She is a member of the Online News Association (Sep 2005 - present) and Investigative Reporters and Editors (Mar 2006 - present). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.