It is an Amazon light that is now starting up in Sweden, hardly a jump start.
And the delivery times are likely to be relatively long as most of the goods come from the German warehouses.
The Nordic products are relatively few.
- There is a small warehouse in Eskilstuna so far, says Daniel Schmidt, retail analyst at Danske Bank.
The timing is crucial
The timing is crucial to how big Amazon might be.
Amazon will not be as big as in Germany and England in Sweden.
E-commerce has matured significantly in recent years with other strong players.
- It is a different thing to enter Sweden in 2020 than 20 years ago in Germany and England, says Daniel Schmidt.
That they would start now before the shopping day Black Friday was expected.
Amazon may well become the largest retail player in a few years' time, but not at all at the levels that in Germany and the UK, for example, according to several analysts TT spoke to.
The price, a wide offer and relatively good service for being an e-retailer is something that an analyst highlights as Amazon's top.
A discount department store online quite simply, but there is still a good way to go.
Consumer electronics
Maybe they can take a market share of around four percent in Sweden, far from the levels the company has succeeded in in Germany and the UK and the US then of course.
Daniel Schmidt sees in front of him that Amazon can succeed well in mainly sub-segments such as consumer electronics.
The competitors then, who can be losers?
- Clas Ohlson is one of those who should have turned a deaf ear a long time ago, says Daniel Schmidt.
Byggmax and Mekonomen may be some others among the listed companies.
However, he believes that the clothing industry will be quite spared from the entry of the new e-commerce player.
Amazon is pretty weak on clothing.