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Amazon Anywhere

Table of contents

(As of May 2023)

Amazon Anywhere – Shop for products directly in video games

The digital and analog worlds have long been inseparable. Amazon is now further advancing this intertwining with a new program. In the future, it will be possible to purchase physical products in video games and apps without having to leave the application. What was previously only possible with in-app currencies and digital products is now being expanded by the e-commerce giant to include real items – creating entirely new possibilities.

To demonstrate the new technology, the Anywhere shop has been integrated into the game Peridot. There, users can now visit the shop at specific locations in the game and purchase products selected by the developers. In this case, these were merchandise items such as T-shirts with the Peridot logo. The app or game does not need to be exited, and customers receive the same information and conditions as on an Amazon marketplace. Only the Amazon account must have been linked to the app beforehand. This creates an almost seamless shopping experience for Amazon:

https://youtu.be/imiW8leoo9o

Benefits of Amazon Anywhere

With the Amazon Anywhere program, the e-commerce giant enhances the shopping experience and creates a digital experience:

  • Customers can shop seamlessly – where they already are.
  • Online shopping becomes even more comfortable and convenient.
  • The products not only match the customers’ interests but are also presented in the right context.
  • The products are therefore highly relevant for customers in many cases.
  • The proven Amazon shopping experience (fast shipping, good customer service, high leniency, etc.) remains unchanged.

Amazon Anywhere aims to provide new options for developers and content creators. For example, it will be relatively easy to sell one’s products in an app without having to worry about logistics. This could be merchandise, but monetizing additional content is also conceivable. At the same time, Amazon is once again expanding its presence within the target audience and further tapping into it. To what extent this also brings opportunities for established sellers without their own app is still unclear. However, it is conceivable to display advertising for relevant products.