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That Amazon would open its e-commerce in Sweden has been known for a long time, as early as April we were able to reveal that the giant had set up a branch in Sweden with the aim of selling through the Amazon.se domain.
The expected launch was followed by increasingly clear signals before Amazon itself chose to confirm the plans in early August this year.
However, exactly when the launch would take place, Amazon never wanted to communicate. Pricerunner manager Nicklas Storåkers said a week ago that it would happen in 1-2 weeks, something that has now proven to be true.
Amazon. Has been opened
Today, Amazon has opened the doors to its Swedish e-commerce. Anyone browsing Amazon.se today will come across a site entirely in Swedish and messages like “Amazon Sweden is here” and “celebrate the launch with us.”
“We are pleased to open the doors of Amazon.se and offer Swedish consumers a selection of more than 150 million products, of which tens of thousands come from local Swedish companies,” says Alex Ootes, Amazon’s vice president of European expansion at a press release.
“Today just marks the beginning for Amazon.se, we will work hard to earn the trust of Swedish consumers by taking advantage of the product range, keeping prices low and offering a comfortable shopping experience they can trust.”
Among the Swedish brands that will be available, Amazon highlights, for example, Electrolux, Lagerhaus, OBH Nordica, They, BRIO, Bonnierförlagen and Ifö.
Another Swedish player who has chosen to sell through Amazon is N! Cks, who has developed useful snacks.
“Follow your playbook”
Markus Varsikko, CEO of Dash Retail, which helps businesses start selling on Amazon, was inside and surveyed the site this morning.
He says there are already tens of thousands of products in the electronics, baby products, and sports and leisure categories, but that the bookstore so far appears to be under construction.
In terms of prices, prices mainly for electronic products appear to be in a competitive position.
“Remember, Amazon’s success was based on 1. a wide range, 2. competitive prices, and 3. fast delivery. They follow their playbook to the letter, “writes Markus Varsikko in an email to Breakit.
No Prime at launch
The site also confirms that most deliveries are made with Postnord. Delivery generally takes 2-5 business days within Sweden with the possibility of faster deliveries.
No Prime solution, where users can gain access to additional benefits by paying an annual fee, does not appear to be available right now at launch.
Highlights sustainable initiatives
Amazon has often been criticized for not being sustainable by the company and the US giant’s employees have criticized Jeff Bezos and Amazon, among others, for promising more than they actually deliver in their sustainability work.
Amazon has also reportedly threatened climate activist employees with firing.
Therefore, it is perhaps not so strange that Amazon in its press release is happy to highlight how much they invest in sustainable energy.
The launch follows last week’s news that Amazon’s Bäckhammar wind farm in Värmland has officially opened. It is Amazon’s largest investment in renewable energy outside of the United States with a capacity of 91 megawatt hours. Something that will provide electricity to the company’s server rooms in Sweden.
The company is also building a wind farm in Västernorrland.
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