Amazon Introduces Full Retail Offering in Australia

The online giant is offering a much fuller line of products after years of operating in the country.

The wait is over for Amazon-eager Australians.

After weeks of speculation, the Seattle-based e-tailer — as of Wednesday — in Australia is offering a full version of its marketplace, with millions of products now available with faster shipping times, along with free shipping for orders over $49. Amazon has been operating in Australia for several years, but it mainly offered best-selling books. Products from third-party sellers were limited and hampered by lengthy and expensive shipping.

Now, Australian shoppers can purchase consumer electronics and sporting goods, as well as beauty products and clothing and accessories, and get them in as little as one-day in some regions. Amazon is also making Prime Video available in Australia for the first time, while Prime benefits like shipping and discounts will not be available until mid-2018.

“Focusing on customers and the long term are key principles in Amazon’s approach to retailing,” said Rocco Braeuniger, Amazon Australia’s country manager. “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.”

Products being promoted with the Australian roll-out include Calvin Klein underwear and polos from Tommy Hilfiger. PVH Corp., the parent company for both brands, said last week that its partnership with Amazon to sell some of its core products has “created a lot of momentum.”

Earlier this year Amazon opened a new fulfillment center in Melbourne, its first in Australia, making it possible to offer local customers faster shipping times — for which Amazon has become more-or-less known. But Braeuniger suggested that Amazon is far from done expanding in the country.

“Over time, we will create thousands of new jobs and invest hundreds of millions of dollars in Australia,” Braeuniger said. “The result will be an ever-improving customer experience driven by the regular introduction of new products and services that we hope customers will love.”

Amazon also has a number of available jobs in Melbourne, including positions like account executive, technical consultant and stock manager.

The company has been methodically extending its reach beyond being just another online marketplace. The last 18 months has seen Amazon release a range of artificial intelligence-powered voice assistants and acquire high-end U.S. grocer Whole Foods, which has been working to its advantage this holiday season, along with a continued focus on convenience largely unrivaled by traditional retailers.

But as the company continues to grow, it’s coming up against worker issues. Warehouse workers in Italy and Germany went on strike over the Thanksgiving holiday to bring attention to claims of long working hours and low wages. The company responded, positioning itself as offering “great jobs” with growth potential, but that it expects “a certain level of performance.”