Amazon Anywhere Opens a New Door to Web3 Value
By Greg Kahn
Emerging Tech Exchange
Founder & CEO
Published on May 16, 2023
“Meeting your consumers where they are” has become a frequently repeated mantra of marketers since the dawn of e-commerce. But now, Amazon is taking that phrase into a whole new reality — a mixed one.
The new “Amazon Anywhere” shopping experience lets consumers shop for real-world goods without leaving the confines of the games and virtual worlds they’re immersed in.
Amazon Anywhere’s debut has the perfect launch partner: Niantic, the maker of Pokemon Go, is promoting the immersive e-commerce experience in its new augmented reality game, Peridot.
Niantic’s trademark “cuteness matched with commerce” is layered on top of location-based digital/physical play serves as a particularly gentle and inviting way to introduce Amazon Anywhere. Peridot, a virtual pet care game, has the potential to be the web3 version of the 1990s hand-held Tamagotchi craze.
It’s another example of connecting the passion of play and fandom that will lead more consumers and brands to realize the actual value of the metaverse and web3.
It’s a recognition of a simple fact that web 2.0 glossed over: Interactive experiences are not passive. People enter online worlds to do something. Whether it’s play or research or shopping, they won’t be pulled out of the experience they chose.
Brands and media must find ways to live in the landscapes users are choosing and adapt accordingly.
And Amazon just opened the door and is showing the path to unlocking the real value of web3. Check it out.
Greg Kahn
Emerging Tech Exchange
Founder & CEO
