Amazon.com Inc. is expanding its ecommerce reach with the launch of Amazon Anywhere, a service that allows customers to purchase real-world items from gaming, mobile, web and augmented-reality applications without leaving the experience. The service was announced on May 9 and will debut with Peridot, an AR game featuring virtual pets from Niantic, the developer of Pokemon Go.

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The service will allow customers to link their Amazon account to the game and purchase items such as T-shirts, which will be delivered from an Amazon warehouse. This is the latest effort from the Seattle-based company to funnel users to its store, which has long included a program that offers a cut of each sale to partners that publish links to Amazon listings.

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Amazon is also competing with Shopify Inc. and other sellers of sophisticated ecommerce software with the launch of Buy With Prime in January. This program allows Prime subscribers to use the speedy shipping service when shopping on other websites. Retailers using Buy with Prime will receive shopper order information, including email addresses for customer orders, which they can use to provide customer service and build direct relationships with shoppers.

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According to Digital Commerce 360’s Top 1000 database, Amazon is the No. 1 North American web merchant by sales. It is also No. 3 in the Online Marketplaces database, which ranks the 100 largest global marketplaces.

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