After months of speculation, confusion and waiting, Amazon has landed in Australia.

Going live today, the site now offers fashion across men's, women's and children, as well as footwear, beauty and sportswear.

Key brands that are currently available include Calvin Klein, Wrangler, Tommy Hilfiger, New Balance, Lacoste and Bonds.

Originally rumoured to launch in time for Black Friday sales, the site conducted a limited 'soft launch' in late November to a limited number of individuals.

Euromonitor International senior analyst Hianyan Chan said Amazon would be bringing its own unique formula to the Australian consumer market.

“Amazon’s philosophy is to understand what consumers want and work backwards from there. Shoppers in Australia and globally are often indecisive, demanding and displays little loyalty.

"If Amazon or any other retailers are able to offer a balance between a great selection, convenience and low prices, they might potentially have a winning formula to capture the consumers and effectively pit oneself against other retailers in the extremely competitive Australian retail landscape.”

With the entry of Amazon, the online shopping industry in Australia is expected to grow at an annualised 13.5% over the five years to 2017-18, to reach $20.1 billion.

Although Amazon has largely kept its plans for the Australian market under wraps, IBISWorld expects Amazon will be prepared to make initial losses to help it gain market share within Australia’s online retail sector as quickly as possible.

According to IBIS World research,the company intends to challenge domestic retail prices by offering items for 30% less than domestic retailers.

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