GMG and Amazon Join Forces to Revolutionise MENA Online Shopping

A landmark strategic agreement between GMG and Amazon has launched a new era in e‑commerce across the Middle East and North Africa. The collaboration aims to deliver compelling prices and curated offers on GMG’s core categories—Sports, Health & Beauty, and Everyday Goods—via Amazon’s robust digital platform, with enhanced delivery speeds and expanded access across the region.

GMG, the global well‑being and retail conglomerate headquartered in Dubai, will harness Amazon’s logistics, AI‑driven customer service tools and reliable delivery infrastructure to refine its omnichannel retail strategy. The move dovetails with GMG’s ambition to merge its extensive physical retail footprint—comprising hundreds of stores across multiple regions—with seamless digital commerce experiences.

Mohammad A. Baker, Deputy Chairman and CEO of GMG, described the alliance as a pivotal moment in the company’s digital evolution. He highlighted the changing nature of consumer behaviour, stressing the need for speed, relevance and technology-driven experiences in meeting customer expectations. With the MENA e‑commerce market forecast to reach $50 billion by 2025, Baker said the timing of the partnership could not be more strategic.

From Amazon’s standpoint, Ronaldo Mouchawar, Vice President for Amazon in Middle East, Africa and Turkey, emphasised the alignment of values and vision. He noted that combining GMG’s diverse brand portfolio with Amazon’s established online marketplace will simplify product access and broaden choices for customers across MENA.

Operational benefits will include faster fulfilment of high-demand products in grocery, wellness and lifestyle segments, alongside wider availability of internationally trusted and regional GMG brands—all delivered through Amazon’s trusted e‑commerce environment.

GMG’s retail segments are substantial: its Sports division runs more than 650 stores representing over 90 brands; Everyday Goods operates six retail chains with over 60 outlets and owns 10 proprietary labels; Health & Beauty oversees over 105 stores featuring four of its own concepts and distributed wellness brands.

The phased rollout will make GMG’s product selection available on Amazon. ae, Amazon. sa and Amazon. eg in the coming months, broadening reach across key regional markets and reinforcing the growing expectation among consumers for convenience‑led, technology‑driven shopping journeys.

Market analysts view the partnership as a defining moment in MENA e‑commerce, noting the opportunity to combine GMG’s deep regional retail understanding with Amazon’s scale and digital innovation. The collaboration may set a new standard for rapid delivery expectations, especially in categories such as wellness and everyday essentials. It also reflects a broader shift toward integrated physical‑digital strategies among major regional players aiming to capture a growing base of digitally savvy consumers.

Behind the move lies recognition of changing consumer habits in MENA markets. Data indicates a growing preference among customers for value‑driven shopping, strategic planning around promotions, and reliance on digital tools to compare offers. Amazon has already extended major retail events like Prime Day into longer campaigns to accommodate deliberate purchase behaviours, and GMG’s entry into the digital channel amplifies that trend across its segments.

Both companies emphasise innovation as a driving force. GMG’s ambition to accelerate its digital commerce credentials aligns with Amazon’s track record in AI, logistics and customer experience optimisation. Together, the two aim to elevate service benchmarks and deliver seamless end‑to‑end retail journeys across multiple national markets.