Speculation about ecommerce giant Amazon’s long-rumored expansion into Southeast Asia is gathering pace after prominent Singaporean Instagram users posted sponsored teaser posts over the last couple of days, as reported by TechCrunch.

Should the rumors about Amazon’s entry into Singapore and SEA come to fruition, they will face fierce competition from Alibaba-owned Lazada, which is already available in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.

Amazon recently acquired natural and organic retailer Whole Foods Market in a deal estimated at $13.7 billion.