Amazon will let users buy goods through apps and games

The first partner for Amazon Anywhere is Niantic, the studio behind Pokémon Go

These days it can sometimes feel like we're being inundated with ads, that there are few thing you can do without someone trying to sell you something, or asking you to buy something. Sometimes they're even selling you something you already bought (I'm already in the theater, Nicole Kidman, you don't have to convince me to go to the movies!). It really gets annoying after a while, if I'm being honest.

Well, now we're going to be nudged to buy stuff in our video games, virtual worlds, and mobile apps as well, thanks to the launch of Amazon Anywhere on Tuesday, which the company describes as "a new immersive shopping experience," one that allows people to discover physical products and buy them from Amazon without leaving the app or game.

It's initially being launched within Peridot, a real-world augmented reality game in which users can take care of their virtual pets; the game is from Niantic, the studio behind Pokémon Go.

To access Amazon Anywhere, users have to link their Amazon account to Peridot, after which they will be able to buy Peridot-branded products, including T-shirts, hoodies, phone accessories, and throw pillows featuring artwork of creatures from the game. The process of buying these goods is the same as buying anything else on Amazon, with the usual product details, images, availability, Prime eligibility, price, and estimated delivery date that users get when checking out. 

While Ninatic and Peridot are the partners for Amazon Anywhere, they obviously won't be the last, as the company is already inviting other creators and developers to curate products available on Amazon’s selection, including a brand’s own merchandise, and include in their apps and games, with the promise of being able to engage customers and earn extra revenue.

“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,” Amazon’s Steve Downer, VP of consumer electronics at Amazon, said the blog post announcing Amazon Anywhere.

“Most shopping in virtual worlds is currently limited to purchases of virtual currency and in-game digital items, with no easy path to purchase physical products. We want to change that.”

(Image source: m.media-amazon.com)