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Amazon said it planned to offer its rapid-shipping subscription service, Prime, in mid-2018, in a sign it is unperturbed by the geographic challenge posed by one of the world's most sparsely populated countries.

Previously, Amazon Australia had been paused as a bookseller, while internationally the marketplace grew into an e-commerce giant.

Customer orders will be fulfilled from Amazon's new fulfilment centre in Dandenong South. Amazon also has corporate offices in Sydney, Melbourne, Perth, Brisbane and Canberra which are home to more than 1,000 employees.

Amazon is selling Nintendo Switch consoles for $399, significantly cheaper than $469 at JB Hi-Fi, while a Garmin Vivofit Jr. kids fitness tracker is $50 on Amazon compared with $89 at JB Hi-Fi, and the popular Giorgio Armani Luminous Silk Foundation is $93.09 on Amazon compared with $99 at Sephora.

"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", Braeuniger said. Nevertheless, Trade Me is preparing for that, with a trial of an Amazon Prime-style service that offers unlimited deliveries for a fixed fee.

Australian customers can also access Prime Video and Twitch Prime today.

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.

Integer, which launched globally in 2008, is rolling out the "Digitail" consultancy offering which aims to educate Australian brands on the Amazon ecosystem and help establish market plans to meet the full needs of the channel.

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.

Amazon has ended months of speculation and officially launched its online retail offering in Australia.

"My main take away [from meeting United States retailers] was that Amazon's key advantage is that its strategy is driven by data, not gut feel, and the key source of this data is the Marketplace. However, we see that the good-quality large retailers are likely to survive or even thrive in the face of Amazon".

Over time, we will create thousands of new jobs and invest hundreds of millions of dollars in Australia.


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