Did you binge-watch The Wheel of Time, The Man in the High Castle, or The Boys? Though none of these shows is thematically related—medieval fantasy, alternative WWII history, superhero dramedy—they’re all Amazon Original series. And they’re all big-budget, much-talked-about series consumed all over the world.
So it’s almost surprising that Amazon—one of the world’s biggest tech companies and a household name in most parts of the world—is not a familiar name to most Southeast Asian consumers. Its presence in the region hasn’t really expanded beyond Singapore since it launched its e-commerce service in the city-state in 2017.