Twitter becomes shopping platform? American Express sells deals via hashtags

Twitter has partnered with America Express to launch a new service that lets users buy products if they use a special hashtag within their tweets.
Watch a video explaining how the service works below:

The deal will see Twitter accepting American Express card purchases that include items like gift cards, Kindle Fire tablets and Xboxes.
Speaking to the Wall Street Journal, Twitter’s president of global brand strategy tells the Wall Street Journal that Twitter is “convinced that commerce is going to be one of the areas (for which) advertisers are going to start using our platform.”
The deal follows Twitter’s partnership with American Express last year, which saw the social network sell coupons within tweets.
To make a purchase, users will be required to use special hashtags. For example, if a user tweets #BuyAmexGiftCard25, the tweet will be seen as a responseto Amex’s tweet on its Twitter page that’s offering a $25 Amex gift card for $15 and purchasing the card.
Amex will reply with a confirmation hashtag, and a user has 15 minutes to respond to confirm the purchase.
All purchases made via the scheme will be delivered on a two day shipping schedule for free.
The scheme is set to go live in the US today (February 13). Among the items that are up for grabs (until they sell out) include the following:
 $25 American Express Gift Card: $15.00.
 Amazon Kindle Fire HD: $149.99 plus tax.
 Sony Action Cam & Waterproof Headband Mount: $179.99 plus tax.
 Urban Zen Bracelet Designed by Donna Karan: $80.00 plus tax.
 Xbox 360 4GB console with a 3-month Xbox LIVE Subscription and 2 game tokens: $179.99 plus tax.
 Xbox Controller: $29.99 plus tax.
The first batch of sales expires by March 3, 2013 (or until these items sell out).