Amazon debuts virtual reality Christmas shop

You may remember earlier this year we covered ‘Walmart Realm’ - a brand new digital store launched by the American giant Walmart to shake-up and gamify the shopper experience. Now, Amazon has launched their own virtual store, just in time for Christmas.

Powered by Amazon Beyond, the immersive 3D experience includes upbeat festive music, animated interactive features and a glowing path of circles to guide you around. The store features gift ideas from across Amazon, including designer fashion, kitchen appliances, beauty and electronics - all gathered in their own displays, emulating a real department store shop.

Carmen Nestares Pleguezuelo, vice president of North America marketing and Prime Tech, said: ‘We’re always innovating to enhance the shopping experience and empower customers to discover products in easy and fun ways.’

Taking a quick trot through the virtual store, one can’t help but wonder: who is this aimed at? The vibrant digital design seems geared towards Gen Z, yet the leisurely pace of exploring the store might deter them. Is it intended for older customers nostalgic for the ambiance of traditional retail?

This virtual store isn’t tailored for those on a mission to find a specific gift. Instead, it invites users to browse, click around, and enjoy whimsical touches like the animated waving owl. A standout feature is the Virtual Toy Shop, which promises to stay updated throughout the holiday season with trending toys and gifts.

Fun? Yes. A bit frivolous? Also yes. If anything captures the essence of the modern Christmas spirit—part playful, part extravagant—it’s this.