Amazon Australia launched this morning

Amazon Australia launched this morning

Australians have known Amazon would one day open its electronic doors since April but there was no indication of exactly when it would happen.

Representing more than 110 brands in 27 languages and producing more than 18,000 e-commerce assets per year for e-tailers globally, Integer's Digitail offering is available in Colorado, Hamburg, Germany, Sao Paulo, Brazil, and now Sydney, to service clients worldwide.

"From today, customers across Australia can visit and shop from millions of products across more than 20 categories with benefits such as everyday low prices and fast delivery options", the company announced.

Amazon's Australian orders will be fulfilled out of the company's centre in Dandenong South in Victoria. Nevertheless, Trade Me is preparing for that, with a trial of an Amazon Prime-style service that offers unlimited deliveries for a fixed fee.

"The most vulnerable businesses will be the second-tier ones in the consumer electronics sector, where Amazon has a strong record of success", Power said, who has studied the "Amazon effect" in the USA and maintains a positive outlook for the Australian retail sector.

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.

"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". However, they need to react quickly.

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

Amazon has already secured a rich range of Australian and global brands (including Bonds, Sol-Sana, as well as Puma, Lego, L'Oreal; and Sonos) available to consumers as part of the local marketplace launch.

"Focusing on customers and the long-term are key principles in Amazon's approach to retailing", said Rocco Braeuniger, country manager of Amazon Australia (below, right).

"Over time, we will create thousands of new jobs and invest hundreds of millions of dollars in Australia", said Braeuniger.

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