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.
Source: Retail Dive
Omni Talk is the retail blog for retailers, written by retailers. Chris Walton and Anne Mezzenga founded Omni Talk in 2017 and have quickly turned it into one of the fastest growing blogs in retail. 