Two years after its acquisition of Dubai-based e-commerce company Souq.com, Amazon has launched a new Middle East marketplace as it makes a play to have a more unified look and brand in the region.
Until now, Amazon's only presence in the Middle East was through Souq's website but the launch will see the e-commerce site rebranded to Amazon.ae, apart from in Saudi Arabia and Egypt where Souq will remain available.
"Amazon.ae brings together the best of Souq's local know-how and Amazon's global retailing experience, and features more than 30 million products, including those available on Souq and five million products from Amazon US," Amazon wrote in a letter on the new Middle East marketplace. "Customer shopping on Amazon.ae will enjoy the same commitment to great price as on Souq, fast and reliable delivery and a range of convenient payment options."
The retail giant added that, for the first time, customers would be able to choose between using the Amazon app and website in Arabic.
The launch follows slowing international sales for the company, as Amazon reported its 1Q19 international sales had grown just 9% from a year ago to $16.2bn.
Souq was acquired by Amazon in 2017 for $580m and its team in the Middle East has since grown to more than 3,600 people.