DUBAI: Amazon has promoted a veteran marketing executive to oversee both deal-making across the Middle East and North Africa and marketing operations in South Africa, as the American e-commerce giant doubles down on emerging markets.
Anish Rajan, who previously orchestrated Amazon India’s flagship sale events generating over $2 billion in revenue, has been handed the expanded role effective September 2025. His promotion adds south African marketing responsibilities to his existing mandate as head of deals and events across the United Arab Emirates, Saudi Arabia and Egypt.
The appointment reflects Amazon’s growing ambitions in regions where it sees significant untapped potential. Rajan’s west Asian operation already contributes 23 per cent of the region’s annual revenue, whilst launching Amazon-first innovations that have since been rolled out globally.
His track record spans 15 years across e-commerce, consumer electronics and logistics. Before joining Amazon in 2020, he held senior marketing roles at Samsung Electronics and led marketing communications for fashion platform Jabong during its high-growth phase.
At Amazon India, Anish spearheaded the deals programme that accounted for 39 per cent of store revenue, building scalable systems and customer experience improvements that were subsequently adopted across Amazon’s global marketplaces.
His earlier career included stints at Micromax, where he led brand strategy and product launches, and DHL Express, where he managed global partnerships including Formula 1 and Manchester United, overseeing a $30 million retail portfolio.
The dual-region role positions Anish at the centre of Amazon’s emerging markets strategy, where the company is competing fiercely with local players and other global platforms for market share.