While such tweets can be used as advertisements, Twitter has confirmed to the resource that they are an example of a new approach to “organic” tweets targeted at e-commerce.

This format could potentially be part of Twitter’s broader plans to become a platform for content creators. The service recently announced the possible launch of a paid Super Follow subscription, which will allow Twitter users to subscribe to a specific account for subscriber-only privileges such as newsletters, exclusive content, a supporter badge, and other offers and discounts. As part of the new format, authors may also post links to their fans’ products and goods.

“We are starting to explore ways to improve trade support on Twitter,” Twitter finance spokesman Bruce Falck recently said. At the same time, he warned investors that the service is still in a “very early stage of the study,” so it is too early to talk about any concrete steps.