When the biggest retailer in the world hints that it might get into the NFT game, tongues naturally start wagging.

From the looks of it, many of the NFT space’s top players are on board with Amazon joining the fray, curious to see how one of web2’s biggest success stories fares with its expansion into web3 and blockchain technology.

While much of the early hype surrounding the digital-asset market emerged during a frothy bull run in which traders bought and sold pricey, artistic NFTs from collections like CryptoPunks, Bored Ape Yacht Club and Doodles, it has been more established companies like Starbucks and Reddit that appear to be leading the way in luring first-time blockchain adopters over to web3. With Amazon possessing more than 300 million active users worldwide, few companies, if any, have the potential to onboard more people new to blockchain.