The so-called “everything store” aims to go “anywhere”. On Tuesday, Amazon announced the launch of Amazon Anywhere , an immersive shopping service that will allow shoppers to purchase physical goods sold by the e-commerce giant in environments such as video games, virtual worlds and mobile apps.
The service will debut in Peridot, a new AR game from Niantic, the makers of Pokèmon Go. The game – available on iOS and Android – allows players to raise and care for one-of-a-kind virtual pets called Peridots, or Dots.
Players who have linked their Amazon account to the game can view and purchase branded merchandise such as apparel, phone accessories, and pillows featuring the game’s creatures. Product details, availability, Prime eligibility and estimated delivery are displayed on the screen, and customers can checkout through their Amazon account right in the game. Items will be shipped the same as any other Amazon purchase.
Amazon’s goal is to provide shoppers with new ways to discover products in new places beyond Amazon.com.
“We are creating a new landscape for entertainment and digital in-store experiences, while continuing to meet our customers where they are with the products they love,” said Steve Downer, Amazon vice president of consumer electronics.
Amazon Anywhere also extends in-game or in-app purchases beyond conventional digital currency or in-game items. Developers and creators can find new ways to engage their players without the hassle of stocking and shipping.
“Never before has it been easier for our fans to purchase branded physical merchandise right in the game without leaving the game,” says Zia Vogel, Director of Operations at Peridot, of Amazon Anywhere.
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