Amazon Pursues In-Game Shopping with Amazon Anywhere
Retail Dive | May 10, 2023
In its quest to improve in-game shopping, Amazon tapped Niantic, which developed the Pokémon Go game, as its first partner. But the retailer noted in its blog post that the tool can be used more broadly for video games, mobile apps and virtual worlds.
“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,” Steve Downer, vice president of consumer electronics at Amazon, wrote in a company blog post. “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.”
Amazon has worked in other ways to improve the in-app buying experience of its products. Last year, the retailer rolled out a virtual shoe try-on feature in its shopping app to help consumers visualize products from the brands it sells. In November, the company began using Snapchat’s Shopping Lenses, allowing Snapchat users to try on glasses from thousands of eyewear brands sold at Amazon Fashion digitally.
Much like Amazon Anywhere, Snap offers its shopping tools to businesses to improve their digital shopping experience. Earlier this year, the company unveiled its AR Enterprise Services arm, which allows companies to add Snap’s AR technology to their own operations, including its 3D Viewer, AR Try-On and Fit Finder tools. Per Snap’s survey findings released in April 2022, 92% of Gen Z shoppers want to use AR technology for online shopping.
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