Amazon, the leading online retailer in Europe, has further expanded its localized efforts with the launch of a dedicated Swedish portal at Amazon.se. This new platform provides Swedish consumers, third-party sellers, and the company itself with a localized web address, a regional logistics network, and targeted marketing initiatives for online commerce.

Sweden represents a significant market for Amazon due to its position as the 10th largest economy in Europe based on GDP, and is a key component of the company’s overall growth plans.

This announcement arrives during a period of increased scrutiny of major technology companies, particularly Amazon, across Europe regarding competition and taxation practices—specifically, concerns about insufficient tax contributions. Currently, the European Commission is investigating potential antitrust issues related to the company’s operations. Simultaneously, Amazon is challenging a €250 million tax assessment from the EU, stemming from earlier years, which could have broader implications for its future tax obligations.

The new local online store features an inventory of over 150 million products across 30 different categories. It will showcase popular Swedish brands such as Electrolux, Lagerhaus, OBH Nordica, Ellos, BRIO, Bonnierförlagen and Ifö, and offer free delivery on qualifying Amazon-fulfilled orders exceeding SEK229 ($26).

While the marketplace includes merchants based in Sweden, it also incorporates sellers from other countries—similar to other Amazon marketplaces. Estimates suggest that only approximately 100 retailers currently operating on the .se site are actually located in Sweden, which has led to some inaccuracies in product description translations.

This launch marks Amazon’s 17th local portal, joining existing sites in Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Netherlands, Singapore, Spain, Turkey, United Arab Emirates and the United States.

Amazon had already established a substantial retail presence within Sweden prior to this development.

The company previously operated a system in Europe where customers from countries without direct Amazon operations were redirected to the nearest available site. For instance, URLs localized to Denmark, Norway, Finland, Switzerland and Poland all directed users to Amazon’s German site (Amazon.de), while displaying content in the local language. (Until today, Amazon.se also redirected to the German site.)

This latest initiative signifies a strengthened commitment to the Swedish market, aiming to both attract local merchants and consumers and to increase competition with established domestic retailers like Ikea and H&M.

“We are excited to introduce Amazon.se and provide Swedish customers with access to a selection of over 150 million products, including a wide range of items from local Swedish businesses,” stated Alex Ootes, Vice President of European Expansion at Amazon, in a press release. “This is just the beginning for Amazon.se, and we are dedicated to building trust with Swedish customers by expanding our product offerings, maintaining competitive pricing, and delivering a convenient and reliable shopping experience.”

Given Sweden’s status as the 10th largest economy in Europe by GDP, some observers find it surprising that Amazon has only recently established a dedicated local presence. However, Amazon is known for a deliberate and phased approach to international expansion, as demonstrated by the gradual rollout of products like the Kindle.

It’s important to note that Amazon already maintains significant operations in Sweden, including a substantial infrastructure for its AWS cloud services. Furthermore, the company recently activated its first European wind farm in Sweden to generate clean energy for its Swedish AWS data centers.

For Swedish businesses, this new marketplace provides a direct online channel to reach local customers who are already familiar with their brands, having previously purchased their products through Amazon in other countries.

“The potential with Amazon is substantial. Amazon has become our most important export channel, and we achieved cash flow positivity within the first few months of partnering with them,” said Pierre Magnusson, Head of E-commerce at N!CK’S, a Swedish healthy snack company, in a statement. “N!CK’S continues to experience growth and has become a top-selling brand in our category, with year-on-year growth of 50% in EU Amazon stores alone.”

Elisabet Sandström, CEO of Miss Mary of Sweden AB, a manufacturer of premium lingerie, added: “Amazon is a vital channel for our expansion in Europe and the U.S., and we are eager to sell through the Swedish Store now that Amazon is launching in our home country. Our sales on Amazon have consistently increased by over 50% annually, and Amazon is our fastest-growing sales platform. Germany is currently Miss Mary’s largest customer base, and we saw an immediate increase in sales when we joined Amazon.de. We now look forward to the opportunity to reach new Swedish customers and delight them with our products.”