Amazon customers can now add items to their shopping carts directly from Twitter.

The new feature — “#AmazonCart” — is targeted at users who discover Amazon products on Twitter but don’t want to go through the trouble of clicking a link and adding products manually to their cart. Instead, after setting up the feature, customers can reply to products they’re interested in using the hashtag #AmazonCart.

Amazon isn’t breaking ground with this debut. Twitter and American Express kicked off a similar partnership last year.

According to Amazon:

No more switching apps, typing passwords, or trying to remember products you saw on Twitter. Save it to your cart now, and check out later when it’s more convenient for you.

Yes, You Can Now Shop Amazon Via Twitter

#AmazonCart targets a relatively specific use-case and may benefit Twitter more than anyone else. This debut is noteworthy for Twitter, as the social network searches for ways to prove it can provide value to brands. For Amazon, it’s an entertaining way to target Twitter power-users. For customers, it’s an experiment in laziness vs. privacy.