Amazon starts preparations to launch in Sweden

August 6, 2020 by
Sanne Leenders

Amazon is planning to open its digital doors in Sweden next year. The upcoming launch of a dedicated Amazon website in Sweden has been officially announced. This would be the first time Amazon launches in a Nordic country.

Other European countries

Currently, Swedish customers can already shop on Amazon through its websites in other European countries, and get their purchases shipped to the them. However, this often meant paying for high delivery charges. The company has announced the start of preparations to launch in Sweden. As a result, this will be the first Nordic country where Amazon has a dedicated online store.

“We are optimistic that, by focusing on the things we believe customers will place the greatest emphasis on - low prices, a wide range and fast deliveries - we will eventually be able to win the trust of Swedish customers,” said Alex Ootes, Vice President for EU Expansion at Amazon.

The Swedish website is still directing customers to with an option to deliver to Sweden. Amazon has not yet released a date for the launch of the website.


Amazon did not say if it would create a warehouse or distribution hub in Sweden. However, Alex Ootes said: “The next step is to introduce a complete retail offering in Sweden and that is what we plan to do now”.

Challenge for local players

The probable entry of Amazon into Sweden has been talked about for years. As a result, this could eventually represent a challenge to local players.

Daniel Ovin, senior analyst at Nordea, said that based on a report written in October car parts, sporting goods and general merchandise would be the most exposed sectors after an Amazon entry in the Nordics. In addition, Daniel Ovin added that retailers in the United States, the United Kingdom, Germany and France that have adopted successful strategies to meet the challenge from Amazon have turned to premium products. They sharpened their delivery mechanisms, increased private labels or added brands that are being not sold on Amazon.

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