Amazon in the Nordics | The conglomerate’s competitive pricing can pressure Nordic e-commerce players

On October 28th, 2020, Amazon launched its e-commerce platform in Sweden, marking a key milestone for Nordic e-commerce. The conglomerate and tech giant could become the leading Nordic e-commerce player and capture 5-10% of the e-commerce market within 5 years. Incumbent players are left with a strategic dilemma – should they join with Amazon or should they fight back? Either way, they need to make sure their houses are in order and prepare for what could be a bumpy ride.

Following our main article addressing Amazon’s entry in the Nordics, we cover deep-dive perspectives on three core elements of Amazon’s success; Product offering, Pricing and Loyalty (including delivery). This perspective covers the second one – Pricing.