Amazon Debuts Real-World Shopping Experience on Roblox with Holiday Pop-Up

Amazon is expanding its presence into the virtual world by launching its first-ever real-world product shopping experience on Roblox. Developed by The Gang in collaboration with Amazon’s in-house creative team, the new “Amazon Holiday Gift Shop” allows US players over 18 to purchase actual holiday gifts directly through their Amazon accounts without leaving the game.

This innovative e-commerce feature uses Amazon Anywhere technology and marks Roblox’s first marketplace for real-world transactions, offering over 40 products across various categories from well-known brands. The experience is part of Amazon’s ongoing holiday campaigns, including the popular “Amazon Holiday Kids Gift Book” and the immersive “Amazon Great Holiday Climb,” which celebrates global holiday traditions through gamified storytelling, quests, and exclusive rewards.

For the holidays, players can explore themed mini-games, earn rewards, and redeem digital avatar accessories created by Amazon, The Gang, and community creators like WhoseTrade. The pop-up shop specifically enables players in the US to shop for physical products and receive exclusive gift cards backed by Robux.

In addition, a special in-person activation in New York features larger-than-life displays of products from brands like Barbie, Transformers, and Elmer’s—merging the physical and digital worlds in a groundbreaking way.

Jo Shoesmith, Amazon’s Chief Creative Officer, commented, “Using platforms like Roblox to extend our holiday storytelling and deepen customer engagement is the future. This partnership with Roblox and innovative technology like Amazon Anywhere allows us to bring real-world commerce into a fun, interactive environment.”

Max Proctor, CEO of The Gang, added, “This move demonstrates how gaming can deliver measurable ROI for brands through direct commerce. With Amazon’s reach and Roblox’s scale, this could be a transformative step for in-game shopping.”

The holiday pop-up shop will be available until January 12th, 2026.