Amazon Australia is live, Prime to launch in mid

Terry Joseph
December 5, 2017

"Focusing on customers and the long-term are key principles in Amazon's approach to retailing", said Rocco Braeuniger, Country Manager of Amazon Australia.

"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".

Industry research firm IBISWorld even put a number to it, last month saying the United States retailer would undercut Australian rivals to the tune of 30%, while an Amazon staffer reportedly said the company was out to "destroy" the local retail scene.

Tech and retail behemoth Amazon has finally touched down for real in Australia, offering customers millions of products across more than 20 categories.

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.

"While it can be a challenge to ensure potential customers find your website, Amazon already has hundreds of millions of customers around the world searching for new products".

SYDNEY, Dec 5 (Reuters) - Amazon.com Inc's Australian arm said it would start taking orders on Tuesday, ending speculation about the timing of its launch in the world's No. 12 economy and likely dashing hopes of a holiday boost for struggling brick-and-mortar rivals.

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In a move certain to fuel competition from traditional retailers in the lead up to Christmas, Amazon will offer free delivery on orders over $49 with a one-day service in select areas. "The result will be an ever-improving customer experience driven by the regular introduction of new products and services".

"Due to the terms of the agreement the number of deliveries this agreement may generate is now not determinable".

The site will also give users access to Prime Video, Amazon's answer to Netflix.

Australia has always been home to Amazon-registered sellers, but until Tuesday they were limited to sending goods offshore because the Seattle conglomerate did not have a warehouse in the country of 24 million people.

Retail analysts at Citi believe large local electronics retailers JB Hi-Fi and Harvey Norman will be among the hardest hit by the disruption the global online retailer is expected to create.

"My main take away [from meeting United States retailers] was that Amazon's key advantage is that its strategy is driven by data, not gut feel, and the key source of this data is the Marketplace. I think this may prove hard".

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