Amazon significantly broadened its product range in South Africa, introducing non-perishable groceries, pet food, and health supplements exactly one year after its market entry, Reuters reported.
This strategic expansion aims to position the e-commerce giant as a comprehensive “one-stop shopping destination” for local consumers, directly challenging Takealot.com, the current market leader owned by tech investor Naspers, which already offers similar categories.
The new selection combines international staples like Nestlé, Red Bull, and Starbucks with beloved South African brands including Beacon confectionery, Simba crisps, and Koo canned goods. Robert Koen, Amazon’s Managing Director for Sub-Saharan Africa, emphasised customer-driven decision-making.
Since our launch, we’ve been listening closely to customer feedback, and groceries, pet supplies, and health supplements have consistently been among their top requests.
Early data reveals strong uptake, with coffee, cereals, and pasta leading grocery sales, premium pet nutrition dominating animal care, and multivitamins driving health category interest.
Amazon is leveraging bulk-buy discounts and multipack savings to attract budget-conscious shoppers. Philile Mabolloane, Retail Head for Consumables, confirmed the “extremely positive” initial response, particularly for these value-focused options. The expansion includes free delivery for orders shipped by Amazon, enhancing accessibility across urban and rural regions.
The move intensifies Amazon’s rivalry with Takealot in annual e-commerce revenue. While Amazon currently operates without its Prime membership programme in South Africa, it compensates with first-order free delivery and subsequent free shipping on orders exceeding R500 (about €24).
The rollout marks a pivotal step in Amazon’s Sub-Saharan Africa strategy, combining global scale with localised offerings to capture market share. As Koen stated, this reflects Amazon’s commitment to becoming an integral retail partner for South African households.
