TLDR;
- Amazon ($AMZN) closed at $209.69 as it finalized a direct equity stake in Egyptian fintech firm Valu.
- The stake represents 3.95% of Valu’s share capital, following a $10 million investment in 2022 via EFG Holding’s GDRs.
- Valu began trading on the Egyptian Exchange (EGX) on June 23, 2025, triggering Amazon’s conversion rights.
- The deal reflects Amazon’s ongoing strategy to embed financial tools into its e-commerce ecosystem without becoming a bank.
Amazon ended the trading session on June 20 at $209.69, down 1.33%, but it wasn’t all red for the tech giant.
The company announced it had exercised its option to acquire a minority equity stake in Egypt’s rising BNPL provider, Valu. The acquisition marks a significant step in Amazon’s fintech expansion strategy, particularly in the Middle East and North Africa region.
The move stems from a 2022 agreement with Valu’s parent company, EFG Holding. Amazon had previously invested $10 million in EFG’s global depository receipts, giving it the right to convert the investment into equity during a qualified liquidity event.
With Valu officially listed on the Egyptian Exchange on May 21, and trading starting June 23, Amazon has now activated that option. It will now hold approximately 3.95% of the company.
Strategic Integration, Not Disruption
Amazon’s entry into Egypt’s financial services market fits a pattern seen across its global operations. Instead of building its own bank or competing directly with financial institutions, Amazon focuses on partnerships that support its e-commerce engine. Initiatives like Amazon Pay, Amazon Lending, and Amazon Cash are aimed at improving purchasing power and access to financial tools without adding regulatory burdens.
By integrating Valu’s BNPL services into Amazon Egypt in 2022, the company introduced flexible installment plans for consumers, some extending up to 60 months with no down payments. In a market where credit card usage remains low, such services fill a crucial gap for middle-income and underbanked populations.
Valu and MENA’s Fintech Boom
Amazon’s move comes as the MENA region experiences a fintech explosion. As of 2025, over $240 billion in transactions have been processed by fintech platforms, while the sector secured more than $3.8 billion in funding. The number of active fintech companies in the region has surpassed 1,000, with net revenue growth projected at 35% annually through 2028, according to McKinsey.
BNPL services like Valu are among the fastest-growing sub-sectors, driven by rising demand for flexible payment options and digital-first financial products. In the first quarter of 2025 alone, fintech startups raised $372 million across 42 deals, dominating venture capital activity in the region.
That said, the Valu stake is just the latest in a string of investments highlighting Amazon’s global ambitions. Just last week, the company announced a $233 million infrastructure investment in India, aimed at enhancing delivery capabilities, expanding logistics coverage, and improving working conditions for employees and contractors. This includes new rest areas for delivery personnel, scholarships for workers’ children, and healthcare support for truck drivers.
The move aligns with Amazon’s decade-long commitment to localizing operations in India, a market where it has steadily scaled through tailored services like cash-on-delivery and an extensive logistics network.
