Amazon Australia launched this morning

Australia Will Amazon's magic work in its newest market

Amazon Australia country manager Rocco Braeuniger said a "focus on customers" and long-term are key principles in Amazon's approach to retailing.

One of Australia's leading retailers, Gerry Harvey of Harvey Norman told Sunrise that he's concerned Amazon will "break all the rules" and employ a predatory pricing strategy that means businesses such as his were financially incapable of matching their heavily discounted items.

U.S. ecommerce giant Amazon launched in Australia overnight with its first party retail and marketplace offer.

The new service will be backed by a fulfilment centre in Melbourne.

"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". The retail giant is bringing its promise of next-day delivery to Australia as well with Priority Delivery, and free delivery is available for products worth over $49.

Online shopping only accounts for between 8-13% of total sales in Australia, leaving room for growth in a sector estimated to be worth more than AUS$300 billion (RM923 billion) annually.

However, in Tuesday's statement, the Seattle-based firm said it "expects" to launch Prime shipping benefits in Australia in mid-2018 - though it did not elaborate.

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Amazon Australia has confirmed it will officially launch today, ending weeks of speculation over whether it would hit the go button before Christmas.

"For Amazon's Marketplace to be successful in Australia, Amazon will need a good product range, including local specialty suppliers".

Amazon Fresh - the supermarket arm of the multinational - also isn't launching here just yet, which is good news for the Woolies at Marrickville Metro, who just spent a bundle on renovations.

Australian retail shares have fallen sharply since Amazon confirmed plans for the country in April.

"By tapping into our global experience and decade of learnings, we are excited to help Australian brands and retailers thrive in what will be a new retail paradigm in our market", Fowler says.

Amazon Marketplace connects customers to millions of products and helps sellers reach more than 300 million active customers worldwide, the company said.

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