‘Amazon launches in Sweden within 12 months’

‘Amazon launches in Sweden within 12 months’

Amazon will launch in Sweden. This rumor has been going around for quite some time, but now it’s just a matter of when, not if, Amazon will open Amazon.se to the Swedish public. Now the CEO of comparison site Pricerunner says Amazon will launch in Sweden very soon. “It’s happening in the next 1 to 12 months.”

Nicklas Storåkers emphasizes it’s difficult to guess the exact date that Amazon launches in Sweden, but his company is counting on it happening later this year or in 2018. Earlier this month, Stefan Lundell, co-founder of the Swedish website Breakit, said he’s “as sure as I can be” about Amazon launching in Sweden. One of the reasons why is because representatives from Amazon had contacted some of the largest media companies in Sweden to buy advertising space.


And last summer, the same website discovered that Amazon bought the domain Amazon.se. Lundell’s source thinks the launch of Amazon.se will take place in the new year and that Amazon will run it from Germany.

‘If Amazon launches in Sweden, we’re all dead’

For Storåkers it also has become crystal clear Amazon will operate an ecommerce website in the Scandinavian country. “You don’t just buy three pieces of real estate in Eskilstuna, Västerås and Katrineholm”, he said. The CEO of Pricerunner thinks the arrival of Amazon could have major repercussions for ecommerce in Sweden. “Then we’re all dead. All ecommerce players will become slaves under Amazon, and there will be no space left for us. That’s how you should think.”

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