The service allows consumers to buy physical products in gaming, mobile, web and augmented-reality applications.

Amazon.com Inc. is bringing its online store to video games and mobile apps made by other companies through Amazon Anywhere. It’s the latest effort to extend the ecommerce giant’s reach beyond its sprawling online marketplace.

With Amazon Anywhere, introduced May 9, the company will let people on gaming, mobile, web and augmented-reality applications buy related real-world items without leaving the experience.

The service will debut with Peridot, an AR game featuring virtual pets from Niantic, the developer of Pokemon Go, the company said in a blog post. A video demonstrates a shopper linking their Amazon account to the game and purchasing a T-shirt, which is delivered from an Amazon warehouse.

Consumers can buy physical products in games and apps through Amazon Anywhere.

The service allows consumers to buy physical products in gaming, mobile, web and augmented-reality applications.

The Seattle-based company has long tried to funnel users to its store, including via a longstanding program that offers a cut of each sale to partners that publish links to Amazon listings.

advertisement

Now, facing increased competition from Shopify Inc. and other sellers of sophisticated ecommerce software, Amazon has sought to extend its reach to other corners of the internet. A program called Buy With Prime, launched in January, lets Prime subscribers 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. Merchants can use the data to provide customer service and build direct relationships with shoppers, Amazon said.

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

Do you rank in our database?

Submit your data with this quick survey and we’ll see where you fit in our next ranking update.

advertisement

Sign up

Stay on top of the latest developments in the ecommerce industry. Sign up for a complimentary subscription to Digital Commerce 360 Retail News.

Follow us on LinkedInTwitter and Facebook. Be the first to know when Digital Commerce 360 publishes news content.

Favorite