Amazon Australia launched this morning

Best online Amazon deals Australia

There are growing fears from local retailers that Amazon, which officially launched in Australia today, will use a unique pricing model to kill off the competition.

After months of speculation, the company said in a statement this morning that it would offer millions of products across more than 20 categories.

Orders will be filled from Amazon's new fulfilment centre in Dandenong South in Melbourne.

Analysts remain split over whether Amazon will open a warehouse in New Zealand.

Amazon is offering customers free delivery on eligible orders above $49, and one-day delivery in select areas across Australia.

Amazon Australia at launch has a pretty good range including Chromebooks from $289.23 for the Asus C202SA which should make everyone a bit happier about Chromebook availability in Australia.

"Australia hasn't seen many digital disruptors in its retail market, and the retail sector is now ripe for disruption".

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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. However, they need to react quickly.

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.

Australian retail shares have fallen sharply since Amazon confirmed plans for the country in April. Amazon also sells its own brand of accessories like cables.

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

Rocco Braeuniger, the man brought in from Amazon's German arm to run the Australian operation, said Amazon would be focusing on "customers and the long-term" as it attempted to build its business in Australia.

"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.

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