WASHINGTON (NEWSnet/AP) — Amazon wants you to buy something while you’re having fun.

The company announced Tuesday it has launched “Amazon Anywhere,” a service that allows customers to make online store purchases store while playing video games or interacting in virtual reality. Customers will not need to leave the game or app they are using at the time.

The program mirrors efforts by companies like Nike and Gucci, whose services are aimed at gamers. But most options launched in virtual worlds offer digital items - not physical products.

Amazon said its service will be work within Peridot, an augmented reality game from Pokémon Go developer Niantic. The retailer said gamers can link their Amazon account to the game, and purchase T-Shirts, hoodies, phone accessories and throw pillows featuring characters from the game.

The company said on its website that its looking to partner with more developers for the service, which is currently only offered by invitation.

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