It's here: Amazon finally launches in Australia

OK so it's not exactly free but you'll come out ahead if you shop online regularly. Source Shutterstock

Amazon Australia country manager Rocco Braeuniger said a "focus on customers" and long-term are key principles in Amazon's approach to retailing.

Representing more than 110 brands in 27 languages and producing more than 18,000 e-commerce assets per year for e-tailers globally, Integer's Digitail offering is available in Colorado, Hamburg, Germany, Sao Paulo, Brazil, and now Sydney, to service clients worldwide.

USA ecommerce giant Amazon launched in Australia overnight with its first party retail and marketplace offer.

All the orders will be fulfilled from Amazon's fulfillment centre in Dandenong Victoria.

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. Amazon has said that "customers can enjoy free delivery on eligible orders above $49 that are sold by Amazon".

United States internet giant Amazon launched in Australia today in time for Christmas, with retailers scrambling to cut costs and boost their online offerings as they brace for an expected shake-up of the sector.

Amazon Web Services launched an Australian region in 2012 and the Australian Kindle Store opened in 2013.

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The move establishes the $550 billion behemoth as an aggressive presence in the sluggish Australian retail sector, just as shopkeepers were hoping for a rush of sales over the important Christmas holiday season.

However, searches the new Fire TV Stick Basic Edition, which should have been on sale for the first time to Amazon Australian customers for $69, bring up only books.

Over in the kitchen section, a Sunbeam digital slow cooker is selling at Amazon Australia for $54.97, which qualifies for free shipping.

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

So despite predictions of rock-bottom prices, shoppers should still be wary of the total cost for Amazon Australia products after delivery fees are added on.

"We never believed that Amazon will decimate retail".

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

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