Amazon Builds a Shoppable Hogwarts
Amazon partnered with Warner Bros. to create a “Back to Hogwarts” 3D shop on Amazon.com.
Powered by Amazon Beyond, the experience allows shoppers to explore a room divided into four sections based on the four houses of Harry Potter. Spotlighted licensed products include throw blankets, board games, T-shirts, DVDs and a waffle maker. Warner Bros. plugged the shop in an Aug. 30 email ahead of the studio’s annual “Back to Hogwarts” celebration.
Amazon Beyond shops have become an increasingly popular tactic for the retailer. A dedicated page of virtual showrooms includes Back to Hogwarts alongside other pop culture-inspired experiences like "Star Wars" and "Wicked: The Emerald City." Brands such as Breville, Samsung and AllSaints have their own shops.
In November, Amazon rolled out a virtual holiday shop divided into sections like “perfect stocking stuffers” and “top tech gifts.” Products appear on virtual shelves and racks complete with animations like a waving owl in the toy shop and a twinkling Christmas tree.
"We're always innovating to enhance the shopping experience and empower customers to discover products in easy and fun ways," Carmen Nestares Pleguezuelo, Amazon vice president of North America marketing & Prime tech, said in a statement. "With the Virtual Holiday Shop, we are excited to transport shoppers into a new immersive experience where they can browse over 300 of the most coveted gifts and toys of the season."