Rumours that Amazon will soon be launching in Sweden are gathering pace. Amazon recently bought the domain amazon.se as well as real estate in three Swedish locations. The ecommerce giant has also allegedly contacted several media companies in Sweden to ask about how to buy advertising space. The CEO of the price comparison site Pricerunner has estimated that Amazon will launch in Sweden in the next 12 months. However, he has a gloomy prediction of what this will mean for competitors in the Swedish ecommerce market, saying that if Amazon enters Sweden, “then we're all dead”, adding that “all ecommerce players will become slaves under Amazon”.