Eight out of 10 retailers said they plan to sell their goods through additional digital channels in 2023. Leave it to Amazon
To settle it into a channel that few would possibly consider: anywhere.
Amazon Anywhere is the online giant’s latest attempt to further integrate its various sales streams: this time by selling merchandise in its augmented reality game, Peridot (by the makers of Pokémon Go). With Amazon Anywhere, which launched in May, users can purchase physical products from Amazon while playing the game and explore a virtual world with their own AI-powered “Peridots” or “Peridots” creatures.
This method works: Amazon embeds Peridot-branded physical products within the game app, so players who link their Amazon accounts can purchase Peridot-branded apparel (such as T-shirts), pillows, and other items.
The shopping experience is enhanced by the convenience of Amazon Prime. Users can view product details and images, Prime eligibility and estimated delivery dates, just as they would on Amazon. They can use their linked Amazon accounts to finish their purchases without leaving the game, and orders are shipped like any other Amazon purchase.
How Amazon Anywhere puts retail into challenge mode
Amazon hasn’t said if Anywhere will expand to other games, but it would make sense from a practical standpoint. (Peridot launched globally on May 9—the same day as Amazon Anywhere—potentially raising awareness of the partnership.) If Anywhere is integrated into other games, here are five wargames that other retailers and brands can unlock from this concept:
- She steps in the way of customers. When retailers think of new sales channels, There is a tendency to look down on those who make it easier to perform daily tasks. Mobile apps create grocery lists and deliver orders on their way to the store. Social media platforms serve as advertising outlets for retailers and brands. The goal is the same: to make buying things quick and simple so shoppers can save time. Well, Amazon Anywhere is indulging itself in one of those “freedom to be me” activities, by following Prime members into their happy entertainment spaces.
- It offers “Creators” as a source of income. Amazon can sell a selection of Peridot-branded products through Amazon Anywhere, but they obviously don’t limit themselves. It invites makers of other video games, virtual worlds, and mobile apps to “sponsor” their own branded merchandise of Amazon’s Choice for sale. This allows game makers to extend their digital experiences to the physical world without dealing with common physical barriers, such as selection, shipping, and fulfillment. (“Instead, they can focus on creating something incredible experiences,” Amazon explains in its news release.)
- It’s a “hypothetically” lower path to buying. There’s a lot of chatter about retail opportunities in the metaverse (including here at Forbes). Claire, for one, launched a destination on the Roblox gaming app, called ShimmerVille, that includes accessories for purchase in her “real-world” physical stores. This is an important distinction, because games are designed to keep the user engaged with little disruption (read: longer selling opportunities) and to occupy their full focus (read: confidence). As Amazon says, most shopping in Augmented Realms is limited to virtual currency and in-game digital items, “with no easy path to purchasing physical products.”
- It can literally drive customer loyalty. Everyone, everywhere knows that Amazon keeps track of what we browse and buy anywhere on their site. (“You might also like it” or “pick up where you left off” are standard greetings.) These ideas could model Amazon’s product suggestions for future Aquamarine products and with other toys. And for some games, these goods can become alternatives to in-app purchases – meaning players can make a physical purchase Things In exchange for guides or VIP points. Also, because gamification is based on human psychology — it fuels the good feeling we get when winning — users associate happiness with the brand.
- Amazon is also a creator of games, so it feeds itself. With Anywhere, Amazon is paving the way for buying through a channel you’re already invested in, gaming. Through Prime Gaming, approximately 162 million Amazon members (source: Statista) have access to free games in addition to monthly subscriptions to Twitch, the video game streaming service. What’s more, Prime members in some countries (including the US) can play a bunch of free games on Amazon’s cloud gaming service, Luna, which allows play on personal devices without a console. It follows the logic that Anywhere can be integrated into Prime Gaming.
What are the next Amazon games and where are they?
Amazon Anywhere isn’t the retailer’s first venture to find new revenue streams outside its traditional market.
For example, it recently started charging $1 for some UPS returns, depending on location, as reported on CNBC. And in late January, Amazon expanded its “Buy with Prime” feature to all merchants in the US, enabling them to add payment and fulfillment services to their sites for a fee, according to CNBC. (The $514 billion global retailer has been gloating about slowing sales growth and economic uncertainty.)
For Amazon Anywhere, the choices can unfold just like the world of Peridot’s augmented reality. Virtual Aquamarine eats, sleeps, and plays with toys, so third-party brands, including Amazon’s own, may seek partnerships with game makers. Kind of how cereal brands partner with cartoon characters to sell more cereal.
who do you know Players may be able to subscribe to actual, 23-pound bags of Peridot-approved dog food, through Amazon “Subscribe & Save.” Retailers can gobble up sales.