In a bid to expand its influence beyond its vast digital marketplace, Amazon.com Inc. has launched a new venture called Amazon Anywhere, a feature that allows customers to shop Amazon's online store within video games and mobile apps created by other companies.

This strategic move, announced on May 9, will enable consumers interacting with gaming, mobile, web, and augmented-reality applications to purchase corresponding physical goods without having to exit the digital experience they are immersed in.

Amazon Anywhere will make its maiden voyage with Peridot, an augmented reality game that hosts virtual pets. This game, developed by Niantic, the creators of the renowned Pokemon Go, will permit players to link their Amazon accounts directly to the gaming interface. As a proof of concept, a video was released illustrating a user buying a T-shirt within the game, which is then dispatched from an Amazon warehouse.

Amazon, headquartered in Seattle, has consistently sought to drive consumers to its platform. This goal has been evident in its enduring program that awards a commission to affiliates who post links directing traffic to Amazon product listings.

As the company grapples with escalating competition from rivals such as Shopify Inc., and other purveyors of advanced ecommerce solutions, it has been proactive in broadening its presence across the digital landscape. An initiative, dubbed Buy With Prime, was rolled out in January. This service grants Amazon Prime members the benefit of expedited shipping when they shop on affiliated external websites.

Retailers who opt to incorporate the Buy With Prime feature will have access to comprehensive order information from shoppers, including email addresses. Amazon suggests that this data can be leveraged by merchants to enhance customer service and cultivate stronger relationships with their customers.

Amazon's dominance in the ecommerce sector remains unchallenged, according to the Top 1000 database by Digital Commerce 360. The list ranks North American web merchants by sales, positioning Amazon at the top. In the Online Marketplaces database, which categorizes the 100 largest global marketplaces, Amazon holds the third position.

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Sources: https://www.digitalcommerce360.com/2023/05/10/amazon-anywhere-enables-real-life-purchases-from-video-games/