Yup, the Swedish ecom market is too sophisticated for there to be any low hanging fruit for Amazon to pick. There are actors like Apotea.se (pharmacy) that have very low prices with next day delivery for free. And their UI is second to none.
That's interesting, because Sweden is a pretty small market, so it could really make sense to see some regional marketplaces pop up in America and be pretty successful. FB marketplace is good for big items locally already.