Amazon Australia

What Amazon Australia does

Amazon Australia is a wholly-owned subsidiary of Amazon.com, Inc. (NASDAQ: AMZN) operating the amazon.com.au e-commerce marketplace, launched in 2017 and headquartered in Sydney. It serves Australian and New Zealand consumers and businesses across more than 30 product categories, with disclosed combined Australia and New Zealand sales of AU$7.7 billion (2024). The core platform supports a self-serve consumer marketplace, a Prime subscription tier at $9.99 per month bundling free delivery with Prime Video and Prime Music, an Amazon Haul budget sub-brand, a Subscribe & Save replenishment service, Amazon Devices hardware (Echo, Kindle, Fire TV, Ring), and an Amazon Global Store for cross-border purchases.

The product surface expanded materially in June 2025 with the launch of Amazon Business Australia, Amazon's 11th country-specific B2B wholesale platform, giving the 14,000 Australian businesses already selling on the marketplace access to wholesale procurement customers. Revenue streams include direct retail product sales, marketplace commissions and Fulfillment by Amazon (FBA) fees, Prime subscription, advertising and promotional fees, and B2B wholesale through Amazon Business. Distribution is dominated by the amazon.com.au own storefront with Prime as the primary access mechanism.

Technology and operations are anchored by proprietary AI and robotics: Hercules robots handling up to 500kg items in fulfillment centres, DeepFleet AI improving robot fleet travel efficiency by 10%, and AI-driven inventory management delivering 20-40% inventory reductions. A AU$750 million robotics fulfillment centre under construction in Logan, Queensland (150,000 square metres, four levels, capacity for 15 million items and 125 million packages per year) is targeted for completion in 2028. Infrastructure is supported by 990MW of renewable energy capacity (across 20 projects and AU$2.8 billion invested since 2020), plus a planned AU$20 billion expansion of Australian data centre capacity through 2029. The company's competitive advantages derive from Prime-driven ecosystem lock-in, two-sided network effects across 14,000 sellers and the Australian consumer base, distribution scale, and parent-company capital intensity.

Name

Amazon Australia

Legal name

Amazon.com, Inc.

Website

https://amazon.com.au

Company type

Private

Founded year

2017

Operating status

Operating

Short description

Amazon Australia is a wholly-owned subsidiary of Amazon.com, Inc. operating the amazon.com.au e-commerce marketplace across Australia and New Zealand, offering consumer retail, Prime subscription, Amazon Business B2B wholesale, Amazon Haul, Amazon Devices, and streaming services to individual shoppers, businesses, and 14,000 third-party sellers.

Ownership category

akta.pro rank

Product category

E-commerce Marketplace

NAICS

Retail Trade (44-45), General Merchandise Retailers (455)

SIC

Retail-Nonstore Retailers (5960)

akta.pro primary industry

General Merchandise Online Retailers (CRAFADAA)

akta.pro secondary industries

B2B Marketplaces & Wholesale Platforms (BPAMAGAD), Cross-border B2B/Wholesale Trade Marketplaces (CRAFAJAC)

Keywords

• E-commerce marketplace
• Online retail
• Cloud logistics
• Subscription commerce
• B2B wholesale platform

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Infrastructure, Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Retail Product Sales: Direct sales of products to consumers through the amazon.com.au marketplace, including electronics, apparel, home goods, and groceries.
2. Marketplace Commissions: Fees collected from third-party sellers on the marketplace, including referral fees and Fulfillment by Amazon (FBA) charges. 14,000 Australian businesses sell on the platform.
3. Prime Subscription: Monthly subscription at $9.99/month providing free delivery, Prime Video, Prime Music, gaming channels, and exclusive deals. Renews monthly.
4. Advertising and Promotional Fees: Fees from sellers for product advertising, sponsored placements, and promotional deals during sales events like Prime Day, Mid-Year Sale, and EOFY.
5. Amazon Business B2B: Business-to-business wholesale platform offering products at wholesale rates with consolidated purchasing for eligible businesses, creating new revenue streams from commercial customers.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Amazon Australia operates an online retail and third-party marketplace at amazon.com.au selling electronics, apparel, home goods, books, toys, beauty, groceries and more, supported by Prime subscription benefits including free delivery and streaming. It also runs Amazon Business for B2B wholesale purchasing and Amazon Haul for budget shoppers, all backed by proprietary fulfillment robotics and logistics infrastructure.

Product overview

Amazon Australia operates a multi-platform e-commerce ecosystem anchored by Amazon.com.au, a consumer marketplace offering electronics, apparel, toys, books, and more. The service functions as a platform-plus-modules architecture comprising: Amazon Prime (subscription with free delivery, streaming); Amazon Business (B2B wholesale channel); Amazon Haul (budget-focused sub-brand); Amazon Devices (Echo, Kindle, Fire TV, Ring hardware); Prime Video and Prime Music (streaming); and Subscribe & Save (automated replenishment). The company also operates extensive logistics infrastructure including robotics fulfillment centres and renewable energy investments supporting data centre expansion.

Differentiator

Problem solved

Functional benefit

Brands

• Amazon Business: Business-to-business wholesale platform offering millions of products at wholesale rates with consolidated purchasing and fast delivery to eligible businesses
• Amazon Prime
• Amazon Haul

Products and services

• Amazon.com.au Marketplace The primary Australian Amazon e-commerce marketplace selling electronics, apparel, toys, books, DVDs, home goods, beauty and everyday essentials to individual consumers online.
• Amazon Prime

Quantifiable outcome

• 141% revenue growth for partnered premium brands within four months of launch
• +5 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• MegaTrans 2026minorGTM or Marketing Partner · 16 September 2026Amazon Australia DSP is a featured speaker at MegaTrans 2026, a freight and logistics exhibition and conference returning to the Melbourne Convention and Exhibition Centre on September 16-17, 2026.
• TagEnergycoreStrategic or Co-development Partner · 16 April 2026TagEnergy is one of the developers involved in Amazon Australia's nine power purchase agreements for renewable energy projects, including wind and solar-plus-storage facilities across Victoria and New South Wales.
• X-ELIOcoreStrategic or Co-development Partner · 16 April 2026X-ELIO is a developer involved in Amazon Australia's renewable energy power purchase agreements, contributing to the 430MW of new clean energy capacity across Australia.
• AnzacoreStrategic or Co-development Partner · 16 April 2026Anza is one of the developers partnering with Amazon Australia on renewable energy projects, supporting the company's goal to reach nearly 1GW of renewable capacity in Australia.
• OX2coreStrategic or Co-development Partner · 16 April 2026OX2 is a developer involved in Amazon Australia's renewable energy power purchase agreements, contributing to wind and solar-plus-storage projects across New South Wales and Victoria.
• European EnergycoreStrategic or Co-development Partner · 16 April 2026European Energy is one of the developers partnering with Amazon Australia on renewable energy projects as part of nine power purchase agreements totaling 430MW of clean energy capacity.
• ACIL AllenminorStrategic or Co-development Partner · 31 March 2026ACIL Allen conducted research commissioned by Amazon Australia projecting that greater investment in robotics could add up to AU$201 billion to Australia's GDP by 2040, with potential to raise annual incomes by AU$6,500 per person and support 128,900 new jobs annually.
• PatterncoreChannel Partner/ Reseller/ Distributor · 1 November 2025Pattern is an ecommerce accelerator that partnered with premium haircare brand Kevin Murphy to officially launch on Amazon Australia. The partnership resulted in 141% revenue growth and 115% quarter-on-quarter increase in units sold within four months, improving Buy Box ownership from 65% to 91% and driving new customer acquisition with approximately 80% of ad-driven sales from first-time buyers.
• 14,000 Australian BusinessescoreChannel Partner/ Reseller/ Distributor · 11 June 2025Amazon Business launch in Australia provides 14,000 Australian businesses selling on Amazon access to a new B2B customer base. The platform offers millions of products at wholesale rates with consolidated purchasing and fast delivery for eligible businesses.

Scale indicators15 records

Recent moves8 records

Expansion highlights7 records

Direct peers

• eBay Australia: eBay Australia operates a generalist online marketplace serving Australian consumers and third-party sellers across categories that overlap directly with Amazon.com.au. Both platforms monetize via listings, final-value fees, and managed fulfillment, making eBay the closest direct marketplace competitor.
• Big W: Big W is Woolworths Group's discount general merchandise banner, offering value-priced apparel, home, and entertainment products online and in-store, competing directly with Amazon.com.au's general merchandise assortment and price positioning.
• Catch.com.au: Catch (now part of the Wesfarmers/Kmart group) is an Australian online marketplace selling general merchandise, fashion, and home goods at value prices, directly overlapping with Amazon Haul and Amazon.com.au's discount positioning.
• Kmart Australia: Kmart is a discount general merchandise retailer with strong online and store presence, competing with Amazon.com.au across home, apparel, toys, and everyday essentials. Kmart's parent Wesfarmers also owns Catch, intensifying dual-channel competition.
• The Iconic: The Iconic is an Australian-born fashion and lifestyle online retailer with a marketplace and own-brand assortment competing directly with Amazon's apparel, shoes, and accessories categories. Both serve digitally native Australian consumers with fast delivery and free returns.

Regional players

• JB Hi-Fi: JB Hi-Fi is a leading Australian specialty retailer of consumer electronics, home entertainment, and appliances with strong online sales. It directly competes with Amazon Australia's electronics, computing, and home AV categories.
• Myer: Myer is an Australian department store chain with an expanding online platform covering apparel, beauty, home, and electronics. It competes with Amazon Australia on general merchandise assortment and delivery, though anchored in a physical store heritage.

Emerging players

• Temu: Temu is a cross-border discount marketplace from PDD Holdings that has rapidly scaled in Australia with ultra-low-price general merchandise. It directly competes with Amazon Haul and pressures Amazon Australia's pricing in apparel, home, and lifestyle categories.

Broad incumbents

• Coles Group: Coles is Australia's second-largest grocery retailer and a growing player in general merchandise and online. Coles competes with Amazon Australia in pantry, household essentials, and increasingly in apparel and home categories through its digital expansion.
• Woolworths Group: Woolworths is Australia's largest grocery and Everyday Needs retailer with extensive online grocery, Big W, and eCommerce operations. Woolworths competes with Amazon across pantry/grocery, everyday essentials, and general merchandise, leveraging its store footprint and Everyday Rewards ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AmazonAustralia
• YouTubeyoutube.com/channel/UCldccsjD-rW6GlFRiPVpKQQ
• Facebookfacebook.com/AmazonAustralia
• LinkedInlinkedin.com/company/amazon-australia
• Instagraminstagram.com/amazon.com.au
• TikToktiktok.com/@amazonau

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amazon Australia