Skip to content

Amazon Singapore’s performance falls short

Amazon Singapore’s performance falls short


Amazon Singapore is significantly different from its offering in other markets. Called PrimeNow, the platform is a scaled-down version of its full-service site and available on mobile only. Amazon started operations in Singapore in 2016 renting warehouse space and then officially launched on 27 July 2017.

It is difficult to say how Amazon is doing in Singapore as numbers are not reported, but the few signs are not good:

• The Amazon Prime App is in not currently top 100 of app store downloads on App Annie (as of March, 2018)
• Singapore Business Review reports that Amazon’s category in the country (online groceries) is only two per cent of the total grocery market and that Amazon has a ‘measly share’ of it
• Amazon faces competition from several platforms which are well-established in the country, such as SEA’s Shopee, Korea’s Qoo10, and Lazada which is majority-owned by Alibaba

Overall, Singapore’s Business Review concluded that Amazon’s ‘bid for ecommerce supremacy’ is ‘falling short’.