Amazon Australia is set to unleash itself on the market ahead of this week's Black Friday sales.
According to an internal email leaked to Lifehacker, Amazon advised its marketplace sellers to be prepared for an test phase tomorrow.
The phase will involve a small pool of customers and commence at 2pm on November, 23.
“Once you have passed Seller Identity Verification you will be part of this testing phase and you should be prepared to receive orders from this point onward," the email reportedly reads.
"We are very excited to have you on board during this testing phase. Let’s Make History!”
Euromonitor International senior research analyst Hianyang Chan said the eCommerce giant could reshape the space.
“Amazon’s entry might be the moment when shopping behaviour in Australia swings decisively towards e-commerce. Internet retailing might only currently account for a small percentage of total retail sales.
"However, the entry of Amazon will very possibly spark off a much needed increased in competition that will bring both opportunities and threat for existing retailers.
"The online retailing giant is expected to not only offer competitive pricing across a wide range of products but also enhance customer’s online shopping experience.
"This disruption will likely force current retailers to better leverage their relationship with their customers, strive to offer a more exclusive range and further innovate to improve their services and product offerings to better entice consumers.
"It will be vital for retailers to embrace the changing dynamics, step out of their comfort zone and chart their own way forward or risk being left behind."