Amazon has significantly expanded its presence in South Africa, launching its e-commerce platform, Amazon.co.za, in May 2024. Despite having operated locally through Amazon Web Services (AWS) for over two decades, this marked its first foray into South Africa’s retail market. According to Robert Koen, Managing Director of Amazon Sub-Saharan Africa, the platform’s performance has been positive, with consumers impressed by features like 24/7 customer service. Currently, South African shoppers primarily purchase everyday essentials, with plans to broaden product offerings, including new sections such as luggage.

The company has yet to introduce services like Amazon Prime locally, although South African customers benefit from free delivery on orders over R500. Amazon’s first Black Friday sales in South Africa will launch in November 2024, competing with established local platforms like Takealot. While competition is stiff, Koen believes it will benefit consumers and aims to build trust in the South African market.

Amazon’s expansion in South Africa is also evident in its job market activity. The company is on a hiring spree, with 102 full-time positions available, mainly in the Western Cape, where Amazon is building a R4.5 billion campus. Jobs span various categories, including operations, software development, and management. Amazon Web Services (AWS) is also expanding, with a planned R46 billion investment in South Africa by 2029. AWS opened its first international AWS Skills Centre in Cape Town, offering free foundational cloud training to further establish its presence in the region.