The so-called “everything store” is looking to go “anywhere.”
Amazon announced the launch Tuesday of “Amazon Anywhere,” an immersive shopping experience intended to allow customers to buy physical products, handled by the e-commerce giant, inside such environments as video games, virtual worlds, and mobile apps.
The service debuts within “Peridot,” a new real-world AR game from Niantic, the makers of “Pokèmon Go.” The game — now on iOS and Android — allows players to raise and care for one-of-a-kind virtual pets called Peridots, or Dots.
Players who link their Amazon account to “Peridot” can browse and purchase game-branded products such as apparel, phone accessories and pillows featuring artwork of the creatures in the game. Product details, availability, Prime eligibility and estimated delivery are all displayed and customers check out via their linked Amazon account from within the game. Products will ship as they would with any other Amazon purchase.
The goal for Amazon is to give customers new ways to discover products in new places beyond Amazon.com.
“We’re creating a new landscape for shoppable entertainment and digital experiences while continuing to meet our customers where they are, with the products they love,” said Steve Downer, vice president of consumer electronics at Amazon, in a news release.
Amazon Anywhere also extends the shopping experience inside a game or app beyond the usual digital currency or in-game items. Developers and creators can find new ways to engage their players without having to handle the fulfillment and shipping.
Niantic, which has a Bellevue, Wash.-based engineering office, had a runaway hit with “Pokèmon Go” several years ago as throngs of players could be spotted at parks and elsewhere trying to catch elusive digital characters.
“Never before has it been so easy for our fans to purchase branded physical merchandise directly from within the experience, without ever having to leave the game,” Ziah Fogel, director of production for “Peridot,” said of the Amazon Anywhere service.
