Amazon Australia is strengthening its focus on baby apparel, after it launched its new 'Baby Wishlist' tool on the site.
Launching today, the tool allows expecting parents to curate a list of desired products which they can share with family, friends and colleagues for an upcoming baby shower or birth.
Speaking at an exclusive launch event in Sydney, head of marketing and consumables for Amazon Australia Adeline Tan, said that the tool helps expecting parents in a variety of ways.
"It is a really exciting new program especially targeted for expecting parents or those with a newborn.
"Australian parents are really smart; we're embracing technology in many different aspects of our lives and with that in mind, we want to make life easier for expecting parents.
"Having been through pregnancy myself, I know you can be overwhelmed, sore, completely exhausted and daunted with a really long to do list before baby arrives.
"With Amazon Baby Wishlist, it helps you make parenting a lot more manageable in a number of ways.
"Firstly, you can create a list and easily add any product you want and need to the list. You can discover everything from strollers to breast pumps and get inspired by 'top picks'.
"Then once you've added all the products that you want to your list, you can easily share it with your friends from any device including your mobile, so that they can get inspired by the gifts that you actually need.
"Secondly, there's a free welcome box that is part of the program and it's filled with a bunch of baby essentials and it's valued at over $200. So all [customers] need to do is add twenty items to their list, purchase $59 or more and they can redeem their welcome box for free.
"Finally, for any items remaining on the list in the 60 days before their due date, [customers] can unlock a 10% discount for those items. Prime members get 15% off," she said.
Amazon Australia currently has a selection of 125 million products available for purchase across categories.