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Amazon Launches Shopping Interface for Mobile Games

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by Ibukun Ogundare · 3 min read
Amazon Launches Shopping Interface for Mobile Games
Photo: Amazon

To enable the Amazon Anywhere feature, gamers must link their Amazon accounts to the game in order to purchase any merchandise.

American multinational technology company Amazon (NASDAQ: AMZN) has rolled out a new feature that allows the sales of physical items on mobile games. The e-commerce giant has partnered with the game developers of Pokemon GO to provide products like T-shirts and toys for gamers.

Amazon had earlier announced a business-to-business program called Amazon Anywhere. The program allows video game makers to sell goods directly through their respective platforms. This initiative aims to widen the market dominance of Amazon, bringing its products to the shores of mobile games.

The e-commerce company is the latest to join the league of traditional companies selling commodities to gamers. Top stores like Walmart, Nike, Gucci, Lacoste, and PacSun have organized competitions, fashion shows, and virtual goods in games. Nevertheless, most of these retailers focused on selling digital replicas of physical goods instead of real-life merchandise.

Amazon found that virtual shops only allow mobile game players to purchase virtual currencies and in-game digital items. Hence, it aims to change the narrative and fix the loophole. The e-commerce company is launching a virtual outlet that allows players to purchase physical items via mobile gaming platforms.

Speaking on the recently launched program, Steve Downer, Amazon’s vice president of consumer electronics, said the gaming environment is a great environment to make a good number of sales. He said customers spend much time gaming and would love to make purchases without leaving the environment.

“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,” Downer said.

Amazon Anywhere: Shopping Hub in Mobile Games

Amazon’s program is available to any gaming company that intends to generate sales through its platform. According to Amazon, gamers can shop from video games, augmented reality apps, and other mobile apps.

Amazon Anywhere is currently available on Peridot, an augmented reality mobile game. Pokemon GO developer Niantic developed the AR pet game where players take care of magical pet characters. The inclusion of Amazon service to the mobile game allows players to buy related stuffed animals, T-shirts, and phone accessories. Gamers can directly ship these physical items from the nearest Amazon fulfillment centers to their homes. Considering the number of gamers worldwide, Amazon’s sales revenue could spike to greater heights.

To enable the Amazon Anywhere feature, gamers must link their Amazon accounts to the game in order to purchase any merchandise. Interestingly, Amazon Anywhere is not the first in-game feature of the e-commerce giant. Amazon has launched Alexa Game Control, an Alexa-powered voice control tool on Dead Island 2, an adventurous and horrific mobile game.

Niantic production chief, Kelly Santiago, hopes future versions of the game will give players incentives for buying items through Amazon Anywhere. She added that the feature might bait more players to use the feature.

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