It's here: Amazon finally launches in Australia

Amazon Australia launch date

Jane Lu

Rocco Braeuniger, the man brought in from Amazon's German arm to run the Australian operation, said Amazon would be focusing on "customers and the long-term" as it attempted to build its business in Australia.

Similarly, the ABC is reporting that Amazon Fresh, the company's online supermarket offering, will not be launched in Australia.

All the orders will be fulfilled from Amazon's fulfillment centre in Dandenong Victoria. But JB only charges $1.69 for its cheapest delivery option, making the total cost $21.97 for Amazon and $23.68 for the local retailer for a final difference of just 7%.

"By concentrating on providing a great shopping experience and by constantly innovating on behalf of customers, we hope to earn the trust and the custom of Australian shoppers in the years to come", Braeuniger said.

Australian customers can now also access Prime Video and Twitch Prime, for an introductory price of US$2.99 ($4.00) per month.

US Retail giant Amazon has launched its Australian website - but Australian shoppers have so far been underwhelmed.

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Amazon did not say what time of day it would begin taking orders from its Australian warehouse, except to say it would be on December 5.

But there's some good news on the horizon, according to Marin Currie Australia consumer sector research analyst, Jim Power, who said the Australian retail sector, by and large, can cope with the arrival of Amazon.

He said Amazon's key strength in the United States is the fact its strategy is driven by data, not gut feel, which is a key source of the marketplace.

"Amazon has done well in the USA and United Kingdom against inefficient players, but efficient bricks-and-mortar retailers can compete if they can use their existing scale and supply chain to lower "last-mile" delivery costs and time".

The company has now set up a massive distribution warehouse on the outskirts of Melbourne city, on the country's east coast where four-fifths of the population live, and the company hopes to cut delivery time to as little as a day. A Lenoxx 9-inch Twin Screen Portable DVD player, which retails for $149 on, is $172.38 plus $9.45 delivery on Amazon.

The product range will be limited to mostly third-party sellers selling on Amazon Marketplace, though it is expected that some of Amazon's private label products will also be available.

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