Dive Brief: 

• Amazon has launched a new feature that allows users to tweet items onto their wish list. 
• Replying to a Amazon product tweet with the hashtag #AmazonWishList will now add that item to the users wish list — if the accounts are synced. If the accounts aren't synced, an automatic reply will suggest the user connect accounts. 
• The hashtag only works as a reply tweet, a fresh tweet with an Amazon product link and #Amazonwishlist won't spark the function. 

Dive Insight:

While this could be a fun experiment for Amazon, the functionally isn't very practical. Integrating an automatic feature into social should make that task easier than the alternative, the alternative being clicking the link to Amazon's site and then adding to the wish list. In order to add an item a user has to see a tweet for a product they want —which could be hard to find in the first place — and then probably click on the link anyway to find out more information. Perhaps if the feature evolves it could be useful.