Amazon Launches a New Service that Allows You to Buy Physical Items in AR Games and Apps
Amazon has launched a new immersive shopping experience known as “Amazon Anywhere.”
The AR shopping experience adds Amazon’s online marketplace to mobile apps and video games. The debuts in Niantic’s new real-world augmented reality game Peridot.
Amazon Anywhere enables users in augmented reality applications, gaming, and mobile applications to find and purchase physical products on Amazon without having to leave the app or game.
The service will now enable Peridot users to link their Amazon account to the game and buy a real product.
The Peridot game is a pet simulator that happens entirely in augmented reality. In the game, you will feel, walk, breed, play with, and socialize with your Peridots.
Linking your Amazon account to Peridot is a seamless process. Once linked, you can purchase Peridot-branded products like hoodies, t-shirts, phone accessories or throw pillows from Amazon. The physical merchandise feature artwork of the magical creatures in Peridot, according to a blog post. Players can also see familiar product details, their Prime eligibility, availability as well as the estimated delivery date of the products just as they would in an Amazon store.
After selecting the “Buy” button, players can check out with their linked Amazon account without getting out of the game. The products you buy in the game ship normally, just like other Amazon purchases. You can even track and manage these orders through the Amazon app.
Amazon stated that most of the in-app purchases in the virtual worlds are still limited to the purchases of in-game digital items and virtual currency. However, with this new offering, it says it wants to provide users with the option of buying physical products.
This announcement suggests Amazon is looking to engage shoppers inside a new medium, beyond its online marketplace. The metaverse will be the next market frontier and many brands are already angling themselves to take advantage of its marketing opportunities.
Amazon’s Buy with Prime was also expanded to U.S.-based merchants early this year. This will enable third-party merchants to provide Prime benefits such as returns and free shipping on their own apps. Previously, these were only available to merchants that already used Fulfillment by Amazon (FBA) for handling their shipping and logistics.