Amazon have launched an Amazon-branded Middle East marketplace after acquiring Dubai-based ecommerce company Souq.com for $580 million. Having acquired Souq in July 2017, Amazon have already made over a million products available on Souq through the Amazon Global Store.
Amazon have been actively pushing for the launch of their 18th country site marketplace in the Middle East. This January saw Amazon contacting large third-party sellers in North America about the opportunity to expand in the Middle East.
Souq.com has been rebranded to Amazon.ae and the original Souq URL now takes shoppers directly to the marketplace. The site is almost identical to any other Amazon domains but also brings a localised feel to Middle Eastern customers. For instance, ‘Ramadan Mubarak’ carousel section offers Middle Eastern shoppers essential products for the religious month such as ‘Ramadan Essentials,’ ‘Food and Beverages,’ ‘Table Essentials,’ ‘Home Decor’ and more.
Last September, Amazon launched a local service in Turkey, marking their 17th global site. In the first quarter of 2019, Amazon reported their international sales growth by 9% to $16,192.