Amazon, the world’s leading online retailer, has announced the acquisition of Selz, which makes tools to help businesses launch their own online stores. With this, the retail giant has now entered the territory of Shopify.

A blog post published by Selz to announce this new deal reveals that Amazon had bought the e-commerce platform last month, on 15th January. However, the deal wasn’t publicly announced by Amazon at the time.

Confirming the acquisition, Martin Rushe, Founder and CEO of Selz, said: “We have signed an agreement to be acquired by Amazon and are looking forward to working with them as we continue to build easy-to-use tools for entrepreneurs.”

While Amazon has also confirmed the deal, the company has not revealed terms or financial information related to this acquisition. Selz founder said that “nothing is changing” for the customers as a result of the Amazon acquisition.

It remains to be seen how Amazon is planning to utilize Selz. The company’s tools could give the U.S. e-commerce giant a competitive edge against the likes of Shopify and BigCommerce, among others.

Selz was founded in 2013 and is based in Sydney, Australia. The company provides small- and medium-sized businesses a platform to launch their own online stores and add online payment options to existing websites, among other tools.

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