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Thursday, 2 September 2021 is officially a thing now today replaced as Amazon’s selling platform in Egypt, according to a statement (pdf) from the e-commerce giant.

So long, Souq: The rebrand means that Amazon has now retired the brand everywhere. After acquiring the Dubai-based e-commerce platform in 2017, Amazon replaced the site with in the UAE in 2019, and did the same in Saudi Arabia with the launch of in 2020. Egypt was the last to retire the storefront.

“The launch reaffirms our commitment to customers across Egypt,” said Amazon Egypt Country Manager Omar Elsahy, adding that “as we launch today, thousands of Egyptian businesses use to reach their customers, and we look forward to growing this number further in the coming years.”

Amazon has been talking about stepping up its Egyptian operations in recent years, last year suggesting the country could become a regional manufacturing and export hub for the multinational’s own-brand products. Those plans now seem to be picking up pace, with plans to invest EGP 1 bn in Egypt and on Tuesday opening its mega-logistics facility in Tenth of Ramadan City, the first of its kind in Africa.

Existing customers will see all their data migrated onto the new platform, including their addresses, previous purchase history and payment details, the statement read.

PSA- If you were using the Souq app, you’ll need to download to the Amazon app instead.

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