Monday, December 22, 2025
Samsung Electronics MENA and Amazon have taken another major step in strengthening their long-standing partnership by signing a new Memorandum of Understanding (MoU). This agreement aims to elevate digital customer experiences and enhance the value delivered to consumers across the UAE and Saudi Arabia. The collaboration builds on years of joint innovation and now moves into a phase focused on deeper digital integration, improved convenience, and customer-first enhancements.
Under the terms of the MoU, Samsung and Amazon will work across multiple strategic areas to improve customer engagement and operational efficiency. One of the central goals is to explore new ways to integrate Amazon’s Prime membership program with Samsung devices, creating more seamless and personalized digital experiences for everyday users. Additionally, Samsung Care services will become more accessible across the entire customer journey—from browsing and product discovery to checkout and after-sales support.
The expanded partnership also aims to provide more value-added offers to customers through bundled deals and faster delivery options. This includes leveraging Amazon Now, Amazon’s rapid delivery service, to ensure customers in the UAE and Saudi Arabia receive Samsung products in minutes, delivering unparalleled speed and convenience.
Omar Saheb, Regional CMO and Vice President of Marketing & Online Business at Samsung Electronics MENA, emphasized the shared mission behind the collaboration. He stated,
“Our collaboration with Amazon reflects a shared vision to make innovation more meaningful and accessible for everyone. Together, we are building on years of collaboration to deliver experiences that go beyond products, seamlessly connecting technology, services, and everyday moments. As we enter this new phase, our focus is on deepening integration, enhancing convenience at every step of the customer journey, and creating greater value for people across UAE and Saudi Arabia through the power of Samsung’s network.”
Amazon expressed similar enthusiasm for the partnership. Omar Elsahy, Regional Business Director of Consumer Electronics at Amazon MENA and General Manager of Amazon Egypt, highlighted the combined strengths of both organizations. He shared,
“This collaboration with Samsung reinforces our commitment to delivering exceptional value and convenience to customers in the region. 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. We are also excited to be offering our customers the ability to leverage 3D and VR product visualizations on amazon.ae, helping 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.”
The MoU highlights both companies' commitment to pushing the boundaries of digital transformation in the Middle East. With enhanced delivery capabilities, immersive product exploration tools, stronger service integration, and unified membership benefits, Samsung and Amazon aim to give consumers a more intuitive, connected, and enjoyable shopping and service experience.
This renewed collaboration reaffirms the strong partnership the two brands have built over the years in the UAE and Saudi Arabia. It also signals a clear vision: to continue redefining digital retail experiences through innovation, reliability, and customer-centric solutions across the region.
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