Get out those wallets!

Editor’s Note: This story is breaking and will be updated accordingly over the coming hours

Amazon has officially launched in Singapore today, potentially opening the American e-commerce giant to Southeast Asia and the 600 million people who live here.

Two days ago, TechCrunch reported that the service would be arriving in the Lion City this week. Turns out, today is the day.

Singapore consumers will get access to Amazon Prime, the flagship service that provides free two-day shipping and access to its Netflix-like entertainment offerings.

Also Read: Amazon entrance in Southeast Asia is an immense opportunity for startups that can adapt

The city will also be able to enjoy Amazon Prime Now — technically a separate service that provides a more limited, curated, list of goods but entices people with two-hour shipping.

The entry into Singapore comes after about nine months of on-again off-again rumours as the question of ‘if’ Amazon would launch became an inevitable yes.

Industry watchers expect the Singapore launch to be the beginning of a far wider push through Southeast Asia. The region is attractive for Amazon because of its large population, growing middle-class and the fact that e-commerce is the most mature tech industry in Southeast Asia.

Also Read: Amazon arrives in Southeast Asia, e-commerce giant will launch in Singapore this week

e27 has provided analysis of how the launch of Amazon will impact the Southeast Asia tech industry here and what startups can do to react here .

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