Amazon has a long history of disrupting industries, and its planned entry into the NFT market in 2023 is no exception. With plans to tie real-world assets to tokens and NFTs, Amazon could become the largest NFT seller in the world almost overnight. 

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But what are the implications of such a move, and what challenges must Amazon overcome?

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According to reports, Amazon will start offering 15 NFT collections on April 24. **The collections will be available on Amazon's website, and customers won't need crypto wallets to buy NFTs.** 

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Furthermore, every U.S. Amazon Prime customer (an estimated 150 million) will be notified about the digital collectibles when it goes live.

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NFTs have been around for several years but gained mainstream attention in 2021 when sales surged to over $2 billion. 

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NFTs, unique digital assets representing ownership of digital content such as art, music, and videos, have been touted as a potential game-changer for the art world and other creative industries.

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**By tying real-world assets to NFTs, Amazon is creating a new type of asset class** that could attract more buyers and investors by linking traditional eCommerce with Web3. 

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With its massive customer base, the NFT market could become more mainstream, and Amazon could become the go-to place for buying and selling NFTs.

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While **the move is exciting for the NFT market, there are several challenges that Amazon will need to overcome, including volatility, competition, and regulatory concerns.** 

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For instance, NFT prices are highly volatile and not guaranteed to maintain their value, which could pose risks to Amazon's customers. 

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Moreover, there are already established NFT marketplaces such as OpenSea and Rarible.

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**Amazon could help to bring mainstream attention to Web3 technology**. By offering NFTs without needing cryptocurrency, more people are likely to participate. 

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Unlike traditional payment methods, Web3 payments require a different infrastructure, making it more difficult for consumers to use them. 

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A familiar and more user-friendly platform for buying and selling NFTs could also help increase the number of consumers who are not yet comfortable using Web3 technology.

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However, the fact that Amazon **may only accept credit and debit cards** for NFT purchases has drawn criticism from some Web3 developers and enthusiasts who believe this approach goes against the principles of decentralization and the potential of blockchain technology.

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The plan for real-world assets and NFTs **could also raise regulatory concerns**. Non-fungible tokens have already attracted attention from regulators, and tying them to real-world assets could complicate matters further. 

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Additionally, some regulators are concerned about the potential use of NFTs for money laundering or other illicit activities, so Amazon will need to ensure that its NFT marketplace is compliant with anti-money laundering (AML) and know your customer (KYC) regulations.

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The flip side is that Amazon's entry into the NFT market **could bring significant lobbying heft to the crypto and blockchain industry** in the U.S. 

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Given the complexity and uncertainty of the regulatory landscape, the industry needs lobbying efforts to **ensure that policymakers and regulators understand the technology and its potential benefits**, and to advocate for favorable policies and **regulations that support innovation and growth in the industry.**

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Overall, Amazon's move into the NFT market is mainly positive as it has the potential to revolutionize eCommerce by expanding the scope of what is possible in online transactions and has the potential to bring mainstream attention to Web3 technologies. 

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**The worst that can happen is that the industry and Amazon learn more about the hurdles to wider Web3 tech adoption. Nothing ventured, nothing gained.**

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References:

* __<https://finance.yahoo.com/news/amazon-selling-nfts-impact-marketplace-190841860.html>__
* __<https://thedefiant.io/amazon-nft-marketplace-april>__
* __<https://beincrypto.com/amazon-real-world-assets-tokens-nfts-implications-challenges/>__
* <https://www.nelsonmullins.com/idea_exchange/insights/the-regulation-of-non-fungible-tokens-in-the-united-states>

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