Report: Amazon confirms plans for Swedish site

Swedish consumers may gain dedicated access to Amazon shopping services.

According to English-language Swedish news site The Local, an Amazon executive has publicly stated the e-tail giant will launch full e-commerce operations. The move has long been rumored. Currently, consumers in Sweden can purchase goods online for delivery from other European Amazon sites.

"Amazon has been available to Swedish consumers and companies through our various European websites for years, but the next step is to introduce a complete retail offering in Sweden and that is what we are planning to do now," Alex Ootes, VP of EU expansion at Amazon, is quoted as saying on Tuesday, Aug. 4. Ootes did not specify a timetable.

As of Aug. 4, the Amazon.se Swedish URL defaults to the e-tailer’s Amazon.de German e-commerce site. Amazon typically fulfills Swedish transactions from a central warehouse in Germany. The Local quotes Swedish analyst Emma Hernell of HUI Research as saying Amazon would not likely offer fast delivery in Sweden upon launch of e-commerce operations, but might open small Swedish warehouses.