Amazon Anywhere B2B Platform Helps Creators Set Up Shop

Amazon has launched a new business-to-business program called Amazon Anywhere that lets makers of video games and mobile apps turn their platforms into e-retailers selling physical merchandise using Amazon’s back-end. “With Amazon Anywhere, you can now discover and buy physical products from Amazon stores without ever having to leave your game or app,” the company said, promising to enable “immersive shopping experiences” for virtual worlds, starting with Niantic’s new augmented reality pet game “Peridot.” Companies like Niantic can invite users to link their Amazon account to their apps to purchase merchandise like toys and apparel.

“Peridot” is a pet simulator that lets people interact with virtual pets — feeding, playing and even breeding and training their Peridots, all using AR.

“After seamlessly linking your Amazon account to ‘Peridot,’ you can find ‘Peridot’-branded products such as T-shirts, hoodies, phone accessories, and throw pillows featuring artwork of magical creatures from the game,” Amazon said in a blog post that describes “an engaging in-game physical merchandise store.”

The familiar user interface, as well as Amazon Prime eligibility and the price, and estimated delivery date information found in the Amazon dashboard are expected to be big plusses.

“Once you select the “buy” button, you can check out using your linked Amazon account without leaving the game. Products will ship to you like any other purchase from Amazon, and you can track and manage orders via the Amazon app,” TechCrunch writes.

Unlike many brands and e-tailers that have set up shop in virtual worlds, Amazon says it is distinguishing its approach by focusing on durable goods and hard dollars rather than virtual currency and digital items.

“Amazon is looking to expand its reach beyond its online marketplace by engaging with users in new ways,” TechCrunch says, noting that “earlier this year, the company expanded its Buy with Prime service to U.S.-based merchants.”

Buy with Prime lets third-party merchants pass-through Prime benefits including free shipping and returns when selling on their own apps. It was initially available to merchants using Fulfillment by Amazon (FBA) for logistics.

The e-tailer says Amazon Anywhere is also for creators and developers of virtual worlds, video games, or mobile apps who want to extend their digital experience into the real world. Amazon suggests it is “a new way to engage audiences without worrying about selection, shipping, or fulfillment. Instead, they can focus on creating incredible experiences.”

Peridot is a free app for Android and iOS that CNET likens to “an AR-enabled Tamagotchi,” teasing a “fascinating” backstory.

Niantic’s New Game Peridot Is Pokémon GO Meets Tamagotchi, TechCrunch, 5/9/23
Niantic’s Adorable Pet Game Peridot Is a Next-Gen Tamagotchi, The Verge, 5/9/23

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