parts of the area. posed stiff challenges to Amazon... LOOKING AHEAD Analysts felt that Amazon had a big responsibility to make the Souq acquisition work. Some experts suggested that Amazon could create a Kindle that would allow Arabic content. and Amazon Prime division that produces videos catering to the population there. It could also consider bringing in Kindle Oasis and Amazon Echo Dot . Experts opined that Kindle Oasis was likely to disrupt publishing in the Middle East region.. Case Questions: Describe the issues and challenges of running an ecommerce company in the Middle East and assess the role of management to develop a good and dynamic team in the Middle East Evaluate the entry strategy of Amazon in the Middle East. Analyze the challenges Amazon faces in winning over the key markets like the Middle East. Illustrate the internal and external strategies that Amazon could adopt to overcome these challenges and become the leading e-commerce company in the Middle East