Amazon Australia has finally launched... and it's frankly underwhelming

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"Small businesses and retailers across the country should be excited about Amazon launching in Australia", said Adam Mills, CTO of Koalasafe, which sells a range child-safe wireless routers.

"While amazon will have an impact on the Australian retail landscape, based on my discussions with a wide range of market participants in the United States, I remain positive of the Australian retail sector".

Shares of No. 1 electronics retailer Harvey Norman Holdings Ltd are down 7 percent since April, while smaller JB HiFi are off by 6 percent amid fears of competition from Amazon.

"By concentrating on providing a great shopping experience and by constantly innovating on behalf of customers, we hope to earn the trust and the custom of Australian shoppers in the years to come".

Amazon is offering customers free delivery on eligible orders above $49, and one-day delivery in select areas across Australia.

"Incumbent Australian retailers will also be under huge pressure to accelerate existing digital initiatives, especially around smarter use of data and analytics in order to personalise products, services and experiences to customers".

"Australia hasn't seen many digital disruptors in its retail market, and the retail sector is now ripe for disruption".

"While it can be a challenge to ensure potential customers find your website, Amazon already has hundreds of millions of customers around the world searching for new products".

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Amazon Australia has confirmed it will officially launch today, ending weeks of speculation over whether it would hit the go button before Christmas.

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.

Retail categories most likely to be hurt by Amazon's entry include electrical, appliances, apparel and cosmetics, UBS added.

There is, however, no news on whether or not Amazon Fresh will be delivering Aussies their groceries any time soon.

Amazon Marketplace connects customers to millions of products and helps sellers reach more than 300 million active customers worldwide, the company said.

"We are here to take Amazon on", he said.

"By tapping into our global experience and decade of learnings, we are excited to help Australian brands and retailers thrive in what will be a new retail paradigm in our market", Fowler says.

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