After years of delay, Amazon has finally made its retail debut in Nigeria, Africa’s largest e-commerce market, but in a measured way with its Amazon Bazaar product.
Rather than introducing its full global marketplace, Amazon is debuting a lightweight, mobile-first app designed around affordability and accessibility.
The launch marks Amazon’s most deliberate foray yet into sub-Saharan Africa, following its earlier expansions into Egypt and South Africa.
While those markets host localized versions of Amazon’s main marketplace, Nigeria’s entry comes through a different route, a mobile-first app focused on affordability rather than the company’s full suite of retail services.
The approach underscores Amazon’s cautious but calculated strategy on the continent. Instead of launching its flagship platform, the company is testing Nigeria’s price-sensitive market with a lightweight, value-driven model.
The approach aligns with its Amazon Haul initiative, which began in the United States in 2024 to promote low-cost items under USD 20. The program’s popularity led Amazon to extend it to markets like Mexico, Saudi Arabia, and the United Arab Emirates.
Now, Amazon is scaling that idea globally, adding Nigeria to a list of 15 new markets, including Hong Kong, the Philippines, Kuwait, Argentina, and Mexico.
Targeting the Inflation-Wary Consumer
Bazaar is set up as a dedicated, ultra-low-cost platform designed to capture the price-sensitive consumer, a strategy that hits right at the heart of Nigeria’s current economic reality.
It aims to directly address the impact of currency pressures and high inflation currently faced by Nigerian households. The app offers hundreds of thousands of lifestyle, home, and fashion products, with the vast majority priced under NGN 15 K (roughly USD 10).
Some items are marketed as starting as low as NGN 3 K (roughly USD 2), positioning the app as a direct rival in the fierce race to the bottom of the pricing barrel. This is Amazon’s move to establish a vital foothold quickly, betting that value will trump all other factors in this high-potential, high-stakes market.
It’s an explicit challenge to the booming global dominance of Chinese budget e-commerce giants, Temu and Shein, which have mastered the high-volume, low-margin model.
Amazon is leveraging its global logistics engine to manage the cross-border fulfillment, shipping products from its worldwide centers to Nigeria. While the expected two-week delivery time is slower than its standard Prime speeds, it is being pitched as a necessary trade-off for trusted, guaranteed service and low prices.
To match its aggressive competition, Amazon is adopting the entertainment-driven tactics that have made its Chinese rivals so popular with younger audiences. The app incorporates interactive features, including engaging social lucky draws and flash sales, and is attracting new customers with an aggressive 50% discount on their first order.
This expansion into Nigeria follows steady growth in Africa’s digital retail sector, driven by the increasing adoption of smartphones and advancements in digital payments.
Impact on Local and Global Rivals
The launch immediately ratchets up the pressure on Nigeria’s established domestic e-commerce players, Jumia and Konga, which have struggled for years with fragmented logistics and trust issues. They now face a world-class competitor armed with seemingly bottomless capital and a proven ability to scale rapidly.
Jumia and Konga, having fought the battle of pay-on-delivery and struggled to manage logistics costs, will find Amazon’s integrated, guaranteed international logistics a formidable competitive force. Furthermore, Amazon’s well-known customer protection standards, such as free returns within 15 days, are expected to set a new benchmark for trust in the local online retail space.
It will also compete with international Chinese giants, Temu and Shein, which have rapidly gained ground in the Nigerian market with ultra-cheap goods.
The ultimate goal, according to analysts, is to build a high-volume, profitable business model in Nigeria that can be exported globally.
D.A. Davidson & Co. analyst Gil Luria noted that if Amazon can succeed in this low-cost segment, it could become the template for expanding its retail empire to virtually every other country in the world.
The company’s decision to offer local currency (NGN) payments and support six languages, including English and French, underscores the commitment to seamless localization.
Globally, Amazon’s expansion of its Haul and Bazaar initiatives signals a broader shift toward value-based e-commerce, as consumers seek cheaper options amid rising living costs. For Nigeria, it marks the arrival of one of the world’s most trusted retailers.


