Amazon recently launched a new website—Amazon.ae—in the United Arab Emirates (UAE), replacing Souq.com, the popular regional e-commerce platform it bought in 2017 for $580 million. UAE users of Souq are now automatically redirected to the new site and will enjoy access to products sold by Amazon in the United States and more payment options.

Souq founder Ronaldo Mouchawar, who is now vice president for Amazon in the Middle East and North Africa, said customers can shop in Arabic on both the Amazon app and the website, a first for the US firm, according to media reports in the Gulf.

Amazon.ae also features regional specific deals, such as sales pegged to Ramadan, the Islamic holy month.

Souq will continue to be available in other countries where it operates, such as Saudi Arabia and Egypt.

The push into the Middle East comes as Amazon recently decided to pull back from China, the world's second-largest economy. (DS)

Fibre2Fashion News Desk – India

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