In addition to local brands, Lego, L'Oreal, Calvin Klein, Nikon, Disney, Wrangler, Coach, Puma, Roxy, Nike are all featured on the Australian marketplace, which spans over 23 categories, including books, computers, music, clothing, accessories, home improvement, consumer electronics, kitchen goods and baby products.
In what is a move certain to scare local retailers, they're offering free delivery on orders over $49 with a one-day service in some areas.
"They can sell at whatever price they like, but I can't and Woolworths can't and Coles can't, how come Amazon can do what they like and break all of the rules but none of us can?"
While Amazon's launch is likely to shake up the retail environment, the fact that it has just one distribution centre for the entire country means, at first, the service will not be almost as comprehensive as the United States or UK version.
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One of Australia's leading retailers, Gerry Harvey of Harvey Norman told Sunrise that he's concerned Amazon will "break all the rules" and employ a predatory pricing strategy that means businesses such as his were financially incapable of matching their heavily discounted items.
"Focusing on customers and the long term are key principles in Amazon's approach to retailing", said Rocco Braeuniger, Country Manager, Amazon Australia.
"Over time, we will create thousands of new jobs and invest hundreds of millions of dollars in Australia", said Braeuniger.
Amazon expects to launch Prime shipping benefits in Australia in mid-2018 and from today Australian customers can register at www.amazon.com.au/prime for more information about Prime.
Rumour has it Amazon will offer it at an introductory three-month price of around $1 or $2.
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