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Amazon's Dutch e-commerce site for general merchandise goes live Inc. has launched its general merchandise e-commerce site in the Netherlands, about six years after launching its stand-alone website in the region as an online bookshop, Forbes reported Jan. 19, citing a company statement.

The Seattle-based company will invite local and international third-party sellers to its Dutch website, with products to be distributed through the company's fulfillment center in The Hague, the report said.

The report added that Amazon faces competition from local e-commerce platforms, a unit of Koninklijke Ahold Delhaize NV, and Coolblue Holding BV's Coolblue.

"We're convinced that we can win the trust of the Dutch consumer with a wide product range, competitive prices and fast and reliable delivery," Amazon Benelux's country manager Roeland Donker reportedly said.

Prior to the launch of Amazon's general merchandise store in the Netherlands, consumers from the country had the option of buying goods from Amazon through the company's German website, which offered a Dutch-language option, Forbes said.