Lauren Heath-Jones | Planet Attractions | 16 Jun 2023
Online retail giant Amazon has launched a new immersive shopping experience that could be utilised in attractions.
Called Amazon Anywhere, the technology is billed as “shoppable entertainment” and allows members to sync their Amazon accounts with online gaming, virtual worlds and mobile apps, to enable the in-app purchase of physical goods related to their experience.
The technology has exciting implications for theme parks and attractions, with most venues now offering a digital component, such as an app, to enhance the visitor experience.
Integrating Amazon Anywhere into these apps would enable visitors to make purchases without even having to enter a store.
The technology could also increase customer spend as it eliminates any payment steps typically associated with a retail transaction.
“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,” said Steve Downer, VP of consumer electronics at Amazon.
“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.”
The technology was soft-launched at New Jersey’s Six Flags Great Adventure at the beginning of June, and if successful will be launched at Six Flags Magic Mountain in Los Angeles, California.
Online retail giant Amazon has launched a new immersive shopping experience that could be utilised in attractions.
Called Amazon Anywhere, the technology is billed as “shoppable entertainment” and allows members to sync their Amazon accounts with online gaming, virtual worlds and mobile apps, to enable the in-app purchase of physical goods related to their experience.
The technology has exciting implications for theme parks and attractions, with most venues now offering a digital component, such as an app, to enhance the visitor experience.
Integrating Amazon Anywhere into these apps would enable visitors to make purchases without even having to enter a store.
The technology could also increase customer spend as it eliminates any payment steps typically associated with a retail transaction.
“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,” said Steve Downer, VP of consumer electronics at Amazon.
“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.”
The technology was soft-launched at New Jersey’s Six Flags Great Adventure at the beginning of June, and if successful will be launched at Six Flags Magic Mountain in Los Angeles, California.
