Speaking to Ahram Online on the sidelines of the launch of Amazon Now, the company's new ultra-fast grocery delivery service, Amazon Egypt General Manager Omar Elsahy said locally sourced products now account for the vast majority of goods sold on Amazon for the Egyptian market, with the company increasingly relying on Egyptian businesses across its supply chain.
"The largest impact comes through our suppliers," El-Sahy told Ahram Online. "The overwhelming majority of products sold on Amazon Egypt, including groceries, daily essentials, and consumer goods, are sourced and produced locally."
The company has also broadened its supplier base by sourcing fresh fruit and vegetables directly from Egyptian farmers to supply Amazon Now, its 20-minute delivery service launched this week in selected areas of Cairo, Giza, Alexandria, and the North Coast.
"We have started sourcing fruits and vegetables directly from local farmers," El-Sahy said, adding that the initiative expands opportunities for domestic agricultural producers while strengthening Amazon's local procurement network.
Beyond suppliers, Amazon continues to invest in logistics infrastructure through partnerships with private-sector real estate developers to establish new fulfilment centres and delivery facilities, while coordinating with the government to secure strategic locations.
According to El-Sahy, each new fulfilment centre creates employment beyond Amazon's direct workforce by supporting jobs across logistics, warehousing, delivery services, technology, and supplier networks.
He said Egypt's e-commerce market still offers significant growth potential, with online retail accounting for only around four percent of total retail sales, compared with more than 10 percent in several mature markets.
Artificial intelligence (AI) has also become increasingly central to Amazon's operations in Egypt. The company uses AI to improve inventory management, demand forecasting, and warehouse operations, including determining where products should be stored inside fulfilment centres to reduce handling times and improve operational efficiency.
AI is also helping forecast demand for groceries and fresh food as Amazon expands its quick-commerce operations, while internal engineering teams are using AI-powered tools to accelerate software development and the rollout of logistics infrastructure, El-Sahy said.
20-minute grocery delivery
Amazon Now enables customers in selected areas of Cairo, Giza, Alexandria, and the North Coast to receive thousands of products, including fresh groceries, household essentials, electronics, beauty products, and personal care items, within 20 minutes through a network of micro-fulfilment centres.
The facilities are designed to position high-demand products closer to consumers, shortening delivery distances and improving operational efficiency. According to Amazon, the model also helps reduce delivery travel distances and ease traffic congestion.
Prime members receive free delivery on Amazon Now orders above EGP 150, while non-Prime customers pay a flat EGP 25 delivery fee.
Amazon said the service features a selection of products from Egyptian brands and suppliers, with Fresh Farm among the first local companies participating in the platform.
The company added that Amazon Now operates in Egypt through a Delivery Service Partner (DSP) model, under which independent businesses manage delivery operations and employ delivery associates.
Amazon said the logistics model supports Egypt's broader digital transformation agenda under Vision 2030 by expanding modern logistics capabilities and digital commerce infrastructure.
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