Two years ago, Amazon acquired Dubai-based online shopping platform Souq for $580 million. Now, the internet retailer has officially become in the UAE, according to Fast Company.

On the website's "About Amazon" section, the story of the transition from Souq to Amazon is revealed. Written and signed by Souq's co-founder Ronaldo Mouchawar, the letter proudly confirms the new branding as one of Souq's most recent milestones.

The site will not be rebranded in Saudi Arabia and Egypt. Instead, the sites for both those countries are branded Souq, with a slogan beneath that reads: "An Amazon Company."

" brings together Souq's local know-how and Amazon's global expertise, something we believe will be of significant benefit to UAE customers," the letter states.

"Our combined team in the region has grown to over 3,600 employees, and each and every one of us is thrilled to invite UAE customers to join us on this journey, where we will continue to grow our product range, ensure great prices, and provide a convenient and safe shopping experience."


With the launch, shoppers in the UAE can now make purchases through the Amazon app or by visiting the new website. Customers who use will be redirected to the new domain.

Cash on delivery options are now also available on Amazon, something that was previously a feature but not one available on Amazon's U.S. website. 

According to Gulf News, customers can now choose the Arabic language when browsing the site, something that was not an option previously.

The excitement is REAL on Twitter

"A milestone"

"Hard work pays off"

And then you have those who are reminiscing