Samsung Electronics MENA and Amazon have signed a new Memorandum of Understanding that elevates their ongoing regional partnership into a broader customer-experience alliance.
Under the agreement, the companies will collaborate on tighter links between Samsung devices and Amazon’s Prime membership program, to deliver seamless digital experiences for Galaxy users in the UAE and Saudi Arabia, two of the Middle East’s most competitive and fast-moving e-commerce markets.
The integration extends to Samsung Care, which will become more visible across the shopping journey, from product discovery to checkout. Shoppers will also gain access to bundle offers and faster delivery options, including fulfillment within minutes via Amazon Now.
Omar Elsahy, Regional Business Director of Consumer Electronics at Amazon MENA and General Manager of Amazon Egypt, said:
“By bringing together Samsung’s innovation and Amazon’s retail expertise coupled with fast delivery options such as Amazon Now, customers can now get the latest Samsung releases and products delivered to their doorstep seamlessly.”
The companies are also offering customers 3D and VR product visualizations on amazon.ae, to help them discover products in detail before purchasing.
“From seamless shopping experiences to convenient delivery options, every innovation we introduce together aims to enhance and simplify customers’ shopping journey,” Elsahy added.
Partnership Aligns With Regional Ambitions
The agreement comes as both Samsung and Amazon accelerate their strategic footprints across the Middle East to capitalize on the region’s e-commerce acceleration, which is being driven by government-led transformation agendas.
E-commerce penetration in the Gulf Cooperation Council countries has grown substantially, with Saudi Arabia and the UAE taking the lead. Saudi Arabia’s Vision 2030 and the UAE’s Digital Economy Strategy have created an environment where consumers expect seamless integration between online and offline experiences, instant delivery and personalized engagement at scale. The e-commerce market is projected to reach $50BN this year, making it one of the fastest-growing retail sectors globally.
Consumers in the region demonstrate high smartphone usage and comfort with digital payment systems, creating the conditions for the kind of device-ecosystem integration Samsung and Amazon are pursuing.
Samsung has been sharpening its AI-driven ecosystem approach, anchored by its SmartThings platform and recent showcase initiatives in the UAE. Meanwhile, having changed customer expectations around e-commerce delivery, Amazon has expanded its fast-delivery infrastructure across the region and announced major cloud commitments in Saudi Arabia, positioning as a long-term enabler of the region’s digital transformation. The Samsung partnership reinforces this by pairing retail scale and device-level integration.
By aligning ecosystem capabilities, Samsung and Amazon are making a strategic bet that they can encourage consumers to shift their shopping habits. The enhanced 3D and VR previews address consumers’ preference for checking out electronics in person, while ultra-fast delivery makes online shopping more appealing in places where malls still dominate weekend plans. And the tighter link between devices and digital services shows both companies building a more complete, long-term relationship with customers, from the moment they browse to well after they’ve made a purchase.
