Amazon has announced the launch of a new immersive shopping experience called “Amazon Anywhere.” The service aims to bring the convenience of Amazon’s online marketplace directly to video games and mobile apps, starting with Niantic’s augmented reality game Peridot.
With Amazon Anywhere, users can seamlessly discover and purchase physical products from Amazon without leaving the gaming or app environment. In the case of Peridot, players can link their Amazon account to the game and browse a range of Peridot-branded products such as T-shirts, hoodies, phone accessories, and throw pillows featuring artwork from the game’s magical creatures. The shopping experience within the game will display product details, images, availability, Prime eligibility, price, and estimated delivery dates, just like on the Amazon website.
Once users select the “buy” button, they can complete their purchase using their linked Amazon account without exiting the game. The ordered products will be shipped like any other Amazon purchase, and users can track and manage their orders through the Amazon app.
Amazon acknowledges that most shopping within virtual worlds is currently limited to virtual currency and in-game digital items. However, with Amazon Anywhere, the company aims to offer users the option to buy physical products and expand the shopping possibilities within virtual environments.
This recent announcement demonstrates Amazon’s commitment to expanding its presence beyond its traditional online marketplace. Earlier this year, the company extended its Buy with Prime service to U.S.-based merchants, enabling them to offer Prime benefits such as free shipping and returns through their own apps. Initially, the service was limited to merchants already utilizing Amazon’s Fulfillment by Amazon (FBA) for their shipping and logistics needs.
By introducing Amazon Anywhere, the e-commerce giant aims to further engage users in new and innovative ways, enhancing the shopping experience within virtual worlds and mobile apps. As technology continues to evolve, it is likely that we will see further integration of e-commerce platforms into various digital and immersive environments.
