Amazon to hit Oz

Hype for online giant

THE “soft launch” of Amazon Australia has begun, with promises the marketplace giant will forever change the face of Australian shopping.

While the “internal testing phase” was limited to a small number of customers who were able to order from the local site, the full launch was due sometime this morning.

Some analysts have predicted Amazon’s prices will be up to 30 per cent cheaper than local retailers.

The company aims to provide a wider range of products, cheaper and faster than everyone else.

Despite the hype, Amazon Australia’s website still looked the same yesterday afternoon as it had in recent years.

eBay Australia and New Zealand managing director Tim MacKinnon welcomed all competition, which he said was “great for the market and great for consumers, as long as the competition is fair”.

“We let every retailer big and small compete,” Mr MacKinnon said.

He said there had been “a lot of hype about Amazon in Australia”.

“It will be interesting to see what they actually launch with, to see if they live up to the hype,” he said.

Investment bank UBS has predicted the launch of Amazon will accelerate the uptake of online shopping in Australia.

A survey of more than 1000 consumers found 42 per cent expected to spend more money as a result.

Amazon did not make an official announcement about its launch, but a leaked email confirmed speculation Amazon Australia would launch ahead of the famous Black Friday sales.

There has been little official detail provided by Amazon on its local offerings.

Amazon contacted sellers to be prepared with pricing and stock ahead of the “testing phase”, with a select number of customers able to trial the systems and begin making orders.