Amazon officially closes Souq.Com and launches Amazon.Ae.

Amazon officially launched its Middle East market on Wednesday, nearly two years after acquiring its former regional rival Souq.com for $580 million.

With the launch of Amazon’s new market in the region, the American e-commerce giant said Souq.com, based in Dubai, United Arab Emirates, will be permanently closed. The current souq.com link (souq.com) will automatically lead visitors to the new link (Amazon.ae), knowing that Souq.com still operates in Egypt and Saudi Arabia.

“We are proud to share the announcement with you that we are now Amazon. ae,” Amazon wrote in a message posted on its Middle East market home page. “Thank you for being a key player in our success, and we look forward to serving you optimally as Amazon.ae. ยป

“Amazon.ae combines the best experiences of local market.com with Amazon’s global retail experience,” the company said in its letter. It also offers a wide range of products to buyers, with the new site providing more than 30 million products from local and international companies, including those previously available through Souq.com and 5 million Amazon U.S. products.”

The company added that for the first time in Amazon’s history, customers could choose to shop in Arabic via the application and website.

In his letter, signed on behalf of Souq.com’s co-founder and Amazon’s Vice President for the Middle East and North Africa (Ronaldo Mashhour), Amazon also indicated that its team working in the region now includes more than 3,600 people.

This is not the first time Amazon has closed a company it has acquired. In 2017, Quidsi, the parent company of diapers.com and soap.com, completed its $545 million acquisition seven years ago.

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