• by Laurie Sullivan  @lauriesullivan, May 9, 2023

Amazon plans to launch an immersive shopping experience called Amazon Anywhere.

The service brings Amazon's online marketplace to video games and mobile apps, starting with Niantic's real-world augmented reality game Peridot, a pet simulator from the maker of Pokémon Go, the company announced Tuesday.

Consumers can now search, discover and buy physical products from Amazon stores without having to leave a game or an app.

The inaugural game features virtual pets that are powered by artificial intelligence (AI). The app is available on iOS and Android devices.

Peridot players can link their Amazon account to the game and purchase a t-shirt, for example. This happens in augmented reality (AR), allowing players to feed, play, and walk with the animals.

The app notes when a Prime member makes a purchase. Products ship to the buyer similar to any other purchase, as well as track and manage the order.

The feature allows the app makers or brands to merchandise products.  "You’ll see the familiar product details, images, availability, Prime eligibility, price, and estimated delivery date as you would in Amazon stores," the blog explains.

Most shopping in virtual worlds is limited to purchases of virtual currency and in-game digital items, with no easy path to purchase physical products. Amazon wants to change that.

Creators and developers of virtual worlds, video games, or mobile apps can extend their digital experience into the physical world through this new feature by curating products from the breadth of Amazon’s selection.

Developers and creators can broaden in-game or in-app environments to offer more than digital products, opening new way to engage audiences without worrying about selection, shipping, or fulfillment. Instead, they can focus on creating incredible experiences.