Amazon launches immersive shopping experience
“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,” Downer wrote in the 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’s entry into virtual shopping follows other retailers who have worked to sell products in games or other digital worlds — typically called the metaverse, though the push toward creating experiences for the metaverse has largely cooled during the past year following initial interest in the space fueled in part by the COVID-19 pandemic. Walmart, for example, this year pulled one of its metaverse experiences just about six months after launching it.
Amazon says the new tools will benefit the developers of games and virtual worlds, as they can focus on building virtual experiences without having to worry about logistics associated with e-commerce, like selection, shipping and order fulfillment. In addition to offering their own products through Amazon Anywhere, developers will also have access to Amazon’s existing selection, the blog post said.