Increased competition by new market entries has long been studied with defensive marketing strategies (DMS) being identified as one of the ways of combating a new competitor. There is limited research concerning the Swedish eCommerce business landscape and its competitive environment and adding the fact that Amazon, in late 2020, launched in Sweden this study aims to outline what DMS Swedish eCommerce businesses have implemented as a result of Amazon’s entry. Qualitative semi-structured interviews were held with respondents in key positions of firms, where the individual either was working with or consulting eCommerce businesses. The findings suggested that, in its generality, that no new DMS has been implemented as a result of the market entry. Amazon is expressed to have a weak position and lack in several aspects compared to Swedish eCommerce. The biggest fear lies in Amazon’s future with many potential “strong cards” left to play in their sleeve. However, the entry of Amazon increased the focus of some areas, as they were seen to become more important for survival and competing.