Online retailer Amazon prepares launch in Sweden

Online retail giant Amazon on Tuesday announced it is planning to expand its business to Sweden and preparing to launch a designated website for Swedish customers.

The move has been speculated on for some time.

"Amazon has been supporting Swedish customers and selling partners across our different European stores for many years, but the next step is to bring a full retail offering to Sweden and we are making those plans now," said Alex Ootes, vice president of EU expansion at Amazon.

"We're optimistic that by focusing on the things we believe customers value the most – low prices, vast selection, and fast delivery – over time we will earn the trust of customers in Sweden," he added in an emailed statement.

Shopping through other websites

The statement did not say when the launch would take place.

Swedish customers have been able to shop on Amazon through websites in other European countries, including Britain and Germany, but delivery costs have been higher.

The retailer has been one of the big winners during the coronavirus pandemic, with many people ordering for home delivery amid lockdowns and other restrictions.