Amazon’s dedicated platform for the Swedish market, Amazon.se is now live, but observers pointed to some embarassing bugs including translation mistakes, which resulted in some offensive or embarassing words used in product descriptions (e.g. valdakt instread of rapt for a plant), and picking the Argentinian flag instead of Sweden’s. Many customers tweeted the errors. At least one of them noted that the price requested on the Swedish website for a new product was higher than the one listed on Amazon’s German website, which many Swedes have been using in its absence, often paying extra for deliveries. The difference is probably due in part to thje higher VAT rate charged in Sweden.

The new website, whose preparation was highlighted by a Finish software developer several wseeks ago, offers about 150 million products in 30 categories, with free delivery for orders exceeding 229 Swedish krona (€22.20-$26.10). There is a mix of Swedish brands (Electrolux, Lagerhaus, OBH Nordica, Ellos, Brio, Bonnierförlagen, Ifö, etc.) and foreign brands (Asus, Mattel, Hasbro, Lego, Bosch, etc.). Strongly featured in the Sport & Outdoor category are products offered by the online trading platform SportMarken24. Customer service for the Swedish Amazon website runs through the Amazon Shopping app and desktop and mobile browsers.

Amazon says that it has invested billions of dollars in infrastructure and technical services for Swedish vendors, especially the small and medium-size enterprises (SMEs) among them. It has set up listing tools that operate through all seven European Amazon stores, 24/7 online support, and various reports and analytics.

According to Amazon, there are about 1.7 million SMEs worldwide selling through Amazon’s marketplaces at present, with more than 200,000 “entrepreneurs” generating $100,000 in such sales in 2019. The company’s vice president of European expansion, Alex Ootes, claims that “small and medium sized companies selling in Amazon stores created an estimated 1.6 million jobs worldwide.”

A few weeks ago Amazon’s Bäckhammar, a 91 megawatt renewable energy plant, came online in Western Sweden to power the Amazon Web Services (AWS) data centers in the country and begin feeding 280,000 megawatt hours into the Swedish power grid. The Västernorrland windfarm, rated at 122 megawatts, is under construction and scheduled to begin operating in 2022. These projects follow from Amazon’s Climate Pledge commitments. The company aims to have achieved net zero carbon emissions by 2040, with all operations running on renewable energy by 2025 and half of its shipments emitting no carbon by 2030.

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