Amazon VP Middle East, Africa and Turkey, Ronaldo Mouchawar on a decade of regional investment, government partnerships built around national visions and how generative and agentic AI are reshaping e-commerce across the region It has been almost a decade since Amazon entered the Middle East through its acquisition of Souq. How is Amazon investing in the region, and what does this contribution look like on the ground in real terms? Over that time, we have brought many of Amazon’s global services into the region and even launched new ones here. I would say we have invested over $10 billion over the past decade across the UAE, Saudi Arabia and Egypt alone. It spans infrastructure — fulfillment centers, delivery stations, data centers and cloud services — as well as technology and capabilities that enable businesses across the region to grow.