Amazon has announced a new feature that will merge shopping and gaming by allowing consumers to buy physical products from games or other apps.
The feature, which is called Amazon Anywhere, will let customers buy a range of products, including pillows, t-shirts, sweatshirts, phone cases, posters, and more. The purchases can be made directly via the app, with no need to close it down and visit an external website.
For the initial rollout, Amazon says that consumers will start off being able to buy products on the game Peridot, which is an augmented reality game from the creators of Pokemon Go that involves caring for a virtual pet. The game is available for both Android and Apple users.
With the Amazon Anywhere shopping feature, gamers playing the Period game will have access to the products without pausing their game, as long as they link their Amazon account. As long as their payment and delivery information is stored, they can buy merchandise in the game.
Among other things, shoppers will have access to a selection of products in different sizes and colors and they will be delivered like other Amazon products. This means that Amazon Prime customers can get next-day delivery like they would using the Amazon website or app.
To make the purchase, the user would simply click “buy” on their chosen product, before going right back to their game. They can also check their orders later on if they need to by looking at their Amazon account’s order history page.
In the announcement, Amazon wrote: “Whether you’re playing video games or using your favorite mobile app, Amazon is extending the fun within virtual worlds and interactive digital environments with a new immersive shopping experience called Amazon Anywhere. With Amazon Anywhere, you can now discover and buy physical products from Amazon stores without ever having to leave your game or app.
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. Most shopping in virtual worlds is currently limited to purchases of virtual currency and in-game digital items, with no easy path to purchase physical products. We want to change that.”