Amazon officially launches in Australia today

Retail giant Amazon launches in Australia

There ate 23 launch categories for products, including baby, beauty, books, camera, clothing and accessories, DVD and Blu-ray, electronics, health and personal care, home, Kindle, kitchen, music, office products, PC, shoes, software, sports and outdoors, tools and home improvement, toys, video games, watches and wireless.

Kindle e-readers are on sale, from the cheapest at $109 to the Kindle Paperwhite from $179 and the all-new Kindle Oasis from $389.

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

The move establishes the $550 billion behemoth as an aggressive presence in the sluggish Australian retail sector, just as shopkeepers were hoping for a rush of sales over the important Christmas holiday season.

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.

There are growing fears from local retailers that Amazon, which officially launched in Australia today, will use a unique pricing model to kill off the competition. Amazon has said that "customers can enjoy free delivery on eligible orders above $49 that are sold by Amazon".

Amazon Australia opened as a general store this morning, amid predictions from experts that it would initially undercut and absorb losses to establish market share.

It's assumed the categories on offer will be expanded in the coming month.

So despite predictions of rock-bottom prices, shoppers should still be wary of the total cost for Amazon Australia products after delivery fees are added on. The result will be an ever-improving customer experience driven by the regular introduction of new products and services that we hope customers will love.

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.

AWS is preparing for a future where digital access will be human-centric, with the first step being voice, the most natural way of interacting. Find out more about this machine-learning innovation with our Alexa smart person's guide.

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