Most sellers expanding internationally go straight for the UK or Canada. Australia rarely makes the shortlist first & that's exactly why it's worth talking about.
Amazon.com.au turned eight years old in December 2025. It's still relatively young by Amazon's standards, which means competition is lighter, review counts are lower & the cost to rank is a fraction of what the same effort would run you in the US or UK. For an international seller looking for genuine early-mover advantage, that combination doesn't come around often.
But it's not without its quirks. & going in without understanding how the Australian market works is how sellers end up disappointed by a market that was actually a real opportunity.
The Market Reality in 2026
Australia isn't a small ecommerce market anymore. Australians spent $69 billion online in 2024, & Amazon is pulling an increasingly large share of that spend. Amazon now reaches 60% of Australian shoppers & Amazon's Australian revenue hit approximately $7.7 billion in 2024.
Around 160,000 active sellers are now on the platform, with over 82% of them using FBA. Six fulfilment centres are already running across Sydney, Melbourne, Brisbane & Perth, with more planned. According to Statista's latest modelling, the marketplace is tracking toward roughly $10 billion AUD in total estimated sales in 2026 growth that's hard to ignore.
What makes this genuinely interesting for international sellers isn't the raw size of the market it's the competitive density. Categories that are saturated in the US with thousands of competing ASINs often have fewer than 50 decent listings on Amazon AU. Australian consumers have strong purchasing power & a real preference for international brands, & many products that face brutal competition in established markets are barely contested here.
What's Different About Selling Here
The currency & pricing. Everything on Amazon AU is priced in Australian dollars. Don't just convert your US or UK price at the current exchange rate - AUD fluctuates, & your margin needs to hold across that movement. Build your pricing from Australian FBA fees & local referral rates outward, then check what margin remains. The Amazon Revenue Calculator is the most reliable starting point for modelling AU-specific unit economics.
GST. If your AU turnover hits $75,000 AUD in 12 months, you must register for GST with the Australian Tax Office. Amazon collects & remits GST on your behalf under marketplace facilitator laws for most transactions, but once you cross that threshold you'll need to register independently & file returns. This is the compliance step most international sellers overlook until it becomes urgent.
FBA fees. Referral fees run 6% to 15% depending on category. FBA fulfilment fees start around $4.55 AUD & go higher for bulky items. These need to be modelled in AUD against Australian selling prices don't assume your US margin calculation translates directly. If you need to walk through listing-level margin across your AU catalogue, our Amazon Listing Optimisation service covers this as part of the launch process.
Dropshipping rules are strict. Amazon AU's policy requires you to be the seller of record on every order. If a customer receives packaging or invoices from any other supplier, that's a policy violation & your account is at risk. This catches sellers who run AliExpress-style models particularly hard.
What's Actually Selling Well
Fitness trackers, wireless earbuds, health supplements, portable chargers, & beauty & personal care products are consistent performers on Amazon AU. Pet supplies, home fitness equipment, eco-friendly home goods, & digital accessories are all surging — & over 70% of Australian Amazon purchases now happen on mobile, which has direct implications for how your listing images & A+ Content need to be built. Our Amazon A+ Content service is built with mobile-first rendering in mind for exactly this reason.
The broader pattern is clear: Australian buyers shop a lot like UK & US buyers, but with far less saturated competition across almost every category. A product struggling to gain traction in the US because of 300 competing listings might have real breathing room in Australia with fewer than 30.
The Honest Case For & Against
For: Low competition relative to established markets, English-speaking audience, high purchasing power, Prime membership growing fast, Amazon investing heavily in infrastructure & same-day delivery across major cities. Getting in now while the market is still relatively uncrowded is the move.
Against: Smaller absolute market size than the US or UK, currency exposure if you're not managing FX carefully, fewer third-party tools with deep AU-specific data, & shipping costs from the US or UK need to be factored carefully if you're not using local FBA stock.
The sellers for whom Australia works best are those already selling in the US or UK who can cross-list inventory with relatively low incremental effort using Amazon's Build International Listings tool to port existing listings across & using Australian FBA centres to hold local stock once demand is validated. If you've already been through our Amazon UK Setup Guide, the AU process follows a broadly similar framework with the GST & AUD-specific differences noted above.
How RootAMZ Helps You Launch in Australia
Expanding to Amazon AU while managing existing marketplaces is one of those tasks that looks straightforward until you're in it AU-specific keyword research, local pricing strategy, GST compliance, & FBA setup all need to be done properly or the launch underperforms before it's had a fair chance.
RootAMZ works with international brands entering Amazon AU end-to-end, from account setup & listing localisation to Amazon PPC Management campaigns built specifically around Australian search behaviour & local competition levels.
Services RootAMZ Provides:
Amazon AU Marketplace Launch Support — account setup, GST guidance, & Build International Listings configuration.
Amazon Listing Optimisation — AU-specific keyword research & copy, not a direct port from your US listing.
Amazon PPC Management — campaigns built around Australian search behaviour & local competition levels.
Amazon FBA & Inventory Strategy — guidance on stocking Australian fulfilment centres versus cross-border shipping.
Amazon Brand Store Design — storefronts localised for AU audiences.
Ongoing Account Management — ASIN-level performance monitoring as your AU catalogue grows.
Whether you're testing AU with a handful of SKUs or planning a full catalogue launch, RootAMZ brings the hands-on experience to make the entry count.
FAQ's
Do I need an Australian business number (ABN) to sell on Amazon AU?
Not necessarily as an international seller. You'll need to provide your business documentation & banking details for AUD payouts, but an ABN is only required once you're registered for GST which kicks in at $75,000 AUD in AU turnover. Check the ATO's GST registration page for the current requirements.
Can I use my existing US FBA inventory to sell on Amazon AU?
You can cross-list using Build International Listings, but inventory stored in US fulfilment centres ships internationally — which means longer delivery times & higher per-unit shipping costs. Most sellers testing AU will ship a separate inventory batch to Australian FBA centres once demand is validated.
Is Amazon AU less competitive than the US or UK?
Significantly so in most categories. Review counts are lower, listing quality is often weaker, & many niches that are saturated in the US or UK have genuine gaps in AU. That gap won't last indefinitely, which is why 2026 is a good time to move.
Does Amazon collect GST on my behalf in Australia?
For most transactions, yes Amazon operates as a marketplace facilitator & collects & remits GST on eligible sales. But once your AU revenue crosses the $75,000 AUD threshold, you're required to register for GST with the Australian Tax Office independently regardless.
Can RootAMZ manage my Amazon AU account alongside my US or UK accounts?
Yes. RootAMZ handles multi-marketplace management & can run AU alongside your existing accounts as part of a broader expansion strategy. Get in touch to discuss your setup.