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Jonas Arnberg, CEO of HUI Research, is not impressed by Amazon’s launch in Sweden.
“If it hadn’t been Amazon.se, no one would have bought there,” he says.
Jonas Arnberg describes the site as full of bad translations, strange prices, and with a range that is not particularly suited to Swedish consumers. Also, the delivery times are longer than expected, around a week.
Rush
Nor does Nicklas Storåkers, CEO of Pricerunner, give the go-ahead to Amazon’s Swedish launch. The product is somewhat rushed, he says.
-It is very clear that you were in a hurry to leave before the shopping season, he says and refers to ‘Black Friday’ at the end of November and Christmas shopping.
– Then the quality has been resolved.
According to Nicklas Storåkers, the site is littered with, among other things, incorrect images for certain products. Also, there are some products that are unusual on the Swedish market, such as pepper spray and car seats that do not meet Swedish safety requirements.
Pediatrics
However, some of the current shortcomings on the site should be viewed as childhood illnesses that will be corrected as they learn more about consumers and the Swedish market, believes Jonas Arnberg.
– It will be possible to have a better offer in the long term, but it is based on the Swedish players wanting to use them, he says.
Nicklas Storåkers also believes that Amazon will develop, but the Swedish market is difficult and it will be difficult to gain market share.
– Meet qualified Swedish retailers online who are at home. Amazon is out, he says.
Take criticism in stride.
Amazons themselves, however, take criticism in stride. Alex Ootes, the company’s vice president of European expansion, tells SVT that they are pleased with the launch, which is the company’s largest with up to 150 million products, and that customer reactions so far have been positive.
– But of course we still have work to do and we are working hard to improve the site, he says
Alex Ootes further says that Amazon has set three goals for its Swedish investment: it is about constantly increasing the number of products, increasing prices and improving deliveries to Swedish customers.
– If we succeed with those goals, customers will come to us, otherwise not, he says.
