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

It will offer customers just over 20 product categories, including books, video games, consumer electronics, shoes, and Amazon Devices.

Kindle e-readers are on sale, from the cheapest at $109 to the Kindle Paperwhite from $179 and the all-new Kindle Oasis from $389.

These regions are likely to be in the Melbourne area, as so far Amazon Australia only has one distribution warehouse or "fulfilment centre", located in the south-east Melbourne suburb of Dandenong South.

Australian customers can now also access Prime Video and Twitch Prime, for an introductory price of US$2.99 ($4.00) per month.

Rocco Braeuniger, country manager for Amazon in Australia, said focusing on customers and the long-term are key principles in the company's approach to retailing.

Amazon's Australia country manager, Rocco Braeuniger, said in a statement the US company would "earn the trust" of Australian shoppers and, over time, create "thousands of new jobs". The retail giant is bringing its promise of next-day delivery to Australia as well with Priority Delivery, and free delivery is available for products worth over $49.

"It's not like it was a surprise, but I'm very much hoping this is a catalyst for change".

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

The ACCC has even been asked to "act against Amazon's business model" by some of Australia's retail incumbents, he added. Amazon has launched in Australia just at the time when the Christmas shopping is at peak. 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.

While recognising that the entry of Amazon will not be good for incumbent retailers, ACCC Chair Rod Sims has said it will be good for competition and therefore consumers.

It's a huge moment for Australian retail, and one of the most anticipated launches of the year, after Amazon confirmed in April 2017 it would expand its operations in Australia.

The in-app feature, built using Apple's ARKit, lets users visualize items inside their homes before making a purchase.

  • Essie Rivera