Amazon brings e-commerce to mobile games with new 'Anywhere' service

Amazon has launched a new business allowing game makers to sell physical merchandise through their mobile games.
The new 'Amazon Anywhere' platform lets players buy related toys, clothing and other goods without leaving the game app.
The service debuts in the augmented reality game Peridot, where players can buy stuffed animals, t-shirts and phone accessories themed around the game's creatures.
Amazon Anywhere will offer the new e-commerce option to any gaming company interested in turning their platform into a shopping destination.
The move expands Amazon's reach by engaging users through mobile games in addition to its traditional online marketplace.