After the e-commerce giant announced in August that it would launch a Swedish version, information was scarce and speculation has been high.

The premiere took place in relative silence, however, without much pomp and circumstance, and from Wednesday morning you could surf into the site, which is adorned with pictures of the Globe, Turning Torso and Stockholm City Hall, among others.

"We are pleased to open the doors for and offer Swedish consumers a selection of more than 150 million products, of which tens of thousands come from local Swedish companies," says Alex Ootes, vice president of European expansion at Amazon, in a press release.

Believed to challenge physical stores

In the past, Swedes have been able to order products via Amazon's other European sites, but from now on they will offer a site in Swedish with Swedish offerings.

How the e-commerce giant's entry will affect Swedish companies remains to be seen, however - but analysts have previously agreed that it is primarily believed to challenge the physical stores.

- They will be the big losers.

If you have not already had it tough, you will get it now, Nicklas Storåkers, CEO of the price comparison site Pricerunner, has previously told TT.