Amazon in Scandinavia - what is the status in 2020?

Written by Ben Culpin, Posted on May 7, 2018
(Last Updated: May 22, 2020)

It is by no means new information that Amazon have their sights set on a base in the Nordics. Since 2014 rumours have been circulating about the e-commerce giant moving into Scandinavia – yet now there looks to be a firmer date on the table.

In October 2017, Pricerunner CEO Nicklas Storåkers made it a matter of when, not if, they would be present, after he announced that his ‘reliable source’ had given confirmation that Amazon would move into Sweden in the next “1 to 12 months”.

Stefan Lundell, co-founder of the Swedish website Breakit, echoed the certainty of Storåkers when he declared he was “as sure as I can be” about Amazon launching in Sweden. One of the reasons for his certainty was that representatives from Amazon had contacted some of the largest media companies in Sweden to buy advertising space.


The new Amazon Web Store (AWS) EU will almost certainly be operational in 2018 – after purchasing real estate to establish centers in the towns of Katrineholm, Vasteras and Eskilstuna, located west of Stockholm. These will enable webstore owners using AWS to serve end-users across the Nordics with even lower latency.

 “AWS’s decision to open a new region in Sweden to serve the Nordics with flexible, secure, reliable, and low latency cloud services confirms that Sweden has the best possible conditions to operate large-scale datacenters,” says Tomas Sokolnicki, head of datacenters at Business Sweden.


Why should you care about Amazon in Scandinavia?

It might not seem like Amazon's arrival will have the biggest impact on you or your ecommerce business.

There are already ecommerce giants in Sweden, like Ikea, Elgiganten and H&M - what difference does another seat at the table make? 

The difference is of billions of dollars - 232.9 billion to be exact - only slightly less than the entire GDP of Finland at 237 billion.

In fact, Amazon sells more than many of these 'Nordic giant' ecommerce sites combined - with an impressive 606 million products worldwide.

It already dominates the ecommerce markets of the UK, US, Germany and Ireland - so with the sites set on Scandinavia its fair to say that big changes could be seen over the next few years. 

What's more, people in the Nordics are already familiar with the brand, having used the UK and DE versions for years. The arrival of Amazon warehouses will mean consumers can purchase the same products at lower shipping costs. 


Existing presence in Europe

 Amazon already has three ‘data centers’ in Ireland, two in Great Britain and two in Germany.

“For over a decade, we’ve had a large number of Nordic customers building their businesses on AWS,” the head of AWS, Andy Jassy, said in a statement from Agence France Presse.

Sweden, and the Nordics in general, have a strong proven track record in the digital economy, driven by a high rate of technology adoption, innovation and a creative business climate. The adoption of cloud has matured to an advanced stage where the private and public sectors increasingly are relying more on cloud infrastructure.


About Amazon Web Services

For 11 years, AWS has been the world’s most comprehensive and broadly adopted cloud platform. AWS offers over 90 fully featured services for compute, storage, networking, database, analytics, application services, deployment, management, developer, mobile, Internet of Things (IoT), Artificial Intelligence (AI), security, hybrid and enterprise applications, from 42 Availability Zones (AZs) across 16 geographic regions in:
The US, Australia, Brazil, Canada, China, Germany, India, Ireland, Japan, Korea, Singapore and the UK.

AWS services are trusted by millions of active customers around the world monthly — including the fastest growing startups, largest enterprises, and leading government agencies — to power their infrastructure, making them more agile,and lowering their costs.

What does Amazon's arrival mean for retailers and online businesses? 

The arrival of Amazon in Scandinavia will mean suppliers and businesses across Denmark, Sweden, Norway and Finland will have access to a new channel, with a vast customer base, paying only per sale of their products.

Based on the global exponential growth of Amazon in recent years, this is a trend that web-shop owners will not want to miss out on.  

Split testing 2020


Preparing your ecommerce store for Amazon

If you want to capture the additional revenue that Amazon can provide your online store, the key is preparing your products

Apart from deciding which products you want listed on Amazon, focus on improving the quality of your product information before you set up your intergration with the ecommerce giant.

Meeting feeds requirements by ensuring you have provided EAN numbers, color, branding, additonal images , etc means you won't get products declined by Amazon.

You can set up a fully optimized and high-quality Amazon Product Feed  in no time at all with WakeupData. We are experts in providing online retailers of all sizes with the capabilities to crawl, clean, split test (above) and bring out the very best in their product data feeds. 

Get in touch for more info or download our Selling on Amazon FREE e-book. 

Selling on Amazon Guide 



Topics:NewsAmazon advertisingEcommerce GuidesScandinavia ecommerce