Amazon Australia
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.
- Company typePrivate
- Founded2017
- HeadquartersSydney, Australia
- Headcount—
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
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.
Amazon Australia firmographics
Firmographics- 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
Amazon Australia industry classification
Industry- 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
Where Amazon Australia is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Amazon Australia business model
Business model- 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
- Retail Product Sales: Direct sales of products to consumers through the amazon.com.au marketplace, including electronics, apparel, home goods, and groceries.
- 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.
- Prime Subscription: Monthly subscription at $9.99/month providing free delivery, Prime Video, Prime Music, gaming channels, and exclusive deals. Renews monthly.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Prime membership - $9.99/month |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Amazon Australia product offering
Product offeringCore 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
Companies that use Amazon Australia
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Amazon Australia technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
Amazon Australia partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- MegaTrans 2026minorAmazon 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.
- TagEnergycoreTagEnergy 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-ELIOcoreX-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.
- AnzacoreAnza 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.
- OX2coreOX2 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 EnergycoreEuropean 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 AllenminorACIL 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.
- PatterncorePattern 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 BusinessescoreAmazon 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
Amazon Australia competitors and assessment
Company assessmentDirect 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
Amazon Australia social profiles
Digital presenceAmazon Australia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Amazon Australia leadership team
Management profileNumber of profiles
Profiles1 record
Amazon Australia subsidiaries and ownership
Company hierarchySubsidiaries2 records
Amazon Australia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Amazon Australia M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Amazon Australia
What does Amazon Australia do?
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.
Is Amazon Australia a public or private company?
Amazon Australia is a private company. It is classified as corporate owned and is currently operating.
When was Amazon Australia founded?
Amazon Australia was founded in 2017.
Where is Amazon Australia based?
Amazon Australia is headquartered in Sydney, Australia, in the Oceania region.
How does Amazon Australia make money?
Five revenue lines are on record. Retail Product Sales are the primary driver. The others are marketplace Commissions, prime Subscription, advertising and Promotional Fees and amazon Business B2B.
Who are Amazon Australia's main competitors?
Direct peers on record are eBay Australia, Big W, Catch.com.au, Kmart Australia and The Iconic. Regional players are JB Hi-Fi and Myer. Temu is listed as an emerging player. Broad incumbents are Coles Group and Woolworths Group.
Does Amazon Australia have an API?
No public API is recorded for Amazon Australia.
What industry is Amazon Australia in?
Amazon Australia's product category is E-commerce Marketplace. Its primary akta.pro industry code is CRAFADAA, General Merchandise Online Retailers, with a secondary code of BPAMAGAD, B2B Marketplaces & Wholesale Platforms. Its NAICS code is 44-45 and its SIC code is 5960.