"Focusing on customers and the long term are key principles in Amazon's approach to retailing", Amazon Australia country manager Rocco Braeuniger said. The much-vaunted Prime service - which bundles offerings like priority shipping, streaming and Kindle content in one package - is not now available, with expectations it'll come in mid-2018.
"We believe Amazon's full entry into Australia will likely be a success", UBS analysts said in a note ahead of the launch, adding that Australia was an "attractive market where online is under-penetrated".
"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", he said.
After missing their rumoured Black Friday launch, Amazon Australia has today gone live offering discounted goods in over 20 categories including Books, Music, Clothing & Accessories, Consumer Electronics and Kitchen ware.
The selection at Amazon.com.au includes millions of products offered by well-known Australian brands, as well as small and medium-sized Australian businesses selling on Amazon Marketplace. Amazon has said that "customers can enjoy free delivery on eligible orders above $49 that are sold by Amazon".
Customers buying products online from Amazon will have their goods shipped to them from the "fulfilment centre" located at Dandenong South in Melbourne's east, set up earlier this year. It's a move that could have a significant impact on local retailers.
"It's not like it was a surprise, but I'm very much hoping this is a catalyst for change".
Bargains available on Amazon's Australian website at launch included a Nintendo Switch console for $399 (RRP $469), and the PlayStation 4 video game Federation Internationale de Football Association 18 for $40 (RRP $100).
Amazon Prime Video and Twitch Prime are also available to Australians as of Tuesday. But an inside news by some industry experts says that the U.S. giant will officially start local operation tomorrow.
Australian customers can now shop on amazon.com.au or using the Amazon shopping app which is available from Google Play.
AWS is preparing for a future where digital access will be human-centric, with the first step being voice, the most natural way of interacting.