In late 2025, Amazon Sweden entered into a partnership with Ung Företagsamhet (UF), Sweden's largest organisation for young entrepreneurship and part of the global JA Worldwide network. The partnership brings together Amazon employees and young entrepreneurs through mentoring, events, and practical business support.
One in three Swedish high school graduates has run a UF company. Research shows these students are more likely to find employment, experience fewer days of unemployment, and start businesses that create jobs. UF has reached over 680,000 students since its founding in 1980 and is present in six out of ten Swedish primary schools.
Six months in, this is how Amazon is supporting the next generation of entrepeneurs.
Mentoring and knowledge sharing
Amazon employees have been mentoring UF students, offering guidance on topics including product development, reaching customers, and building a business online. The programme connects students directly with professionals who share real-world experience — practical conversations about what works, what doesn't, and what it takes to grow.
Presence at UF-mässan 2026
Amazon participated in UF-mässan, the annual national trade fair where thousands of high school students present the companies they have built during the school year. Amazon hosted an expo where young entrepreneurs could learn about tools and services available to sellers, and speak with Amazon employees about growing a business.
Matilda Hatt from Amazon Sweden served on the jury for Product of the Year, awarded to Getout UF from Polhemsskolan in Skåne — a smart card game for outdoor experiences. Each card contains a QR code linking to route descriptions and packing lists for various hiking trails and adventures. The jury noted: "With strong sales, clear demand, and a solution that seamlessly unites the physical with the digital, the company has demonstrated both creativity and business acumen." Runners-up included Rope to Belt UF, No Cap UF, and Kefira UF.
Gulfem Toygar, Amazon's Country Manager for Sweden, spoke on stage about entrepreneurship, the value of learning from failure, and balancing long-term thinking with short-term execution.
Connecting alumni with Amazon
Amazon hosted UF alumni at its office for a session on company building, European expansion, and navigating the early stages of growth.
From UF project to Amazon seller
The partnership also serves as a future seller pipeline. WAO Matcha, founded by Astrid Johansson as a UF student project, has grown to 1.4 million SEK (€126,000*) in annual revenue, partly through sales on Amazon — a concrete example of how UF entrepreneurship translates into real business growth.
* Figures converted from EUR to SEK using the 2025 average reference rate of 11.0619 (EUR/SEK).
