Expand to Amazon Australia

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Expand to Australia


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Why expand to Australia?

Grow with Amazon in Australia

Grow with Amazon in Australia

Start selling on Amazon in Australia to reach millions of new customers. In 2019, monthly unique visitors to grew by 52% YoY and e-commerce sales in Australia grew by 3.8%.*
Diversify your revenue stream

Diversify your revenue stream

Grow your Amazon business while diversifying your sales by becoming a selling partner in Australia. Over 30 product groups can be sold on Amazon Australia.
Use Amazon's tools to simplify expansion

Use Amazon's tools to simplify expansion

Let Amazon help you with international fulfilment and shipping to Australian customers through Fulfilment by Amazon.

Discover how entrepreneurs built their businesses on Amazon in Australia

It's been great watching sales increase alongside Amazon Australia's traffic.
Lisa RacitiKind-LY, CEO

Ready to start selling in Australia?

Just like in Europe, you can sign up for a Seller Central account for Australia. Amazon's tools and services make it easy to expand your business internationally. So if you're interested in moving forwards, follow the procedure below to start selling on Amazon in Australia.

Phase 1

Decide what to sell
Make sure that you comply with all laws and product standards in Australia. Learn which restricted products and category requirements are required to sell your products in Australia. Third-party service providers can also help you with any issues relating to compliance, international shipping and taxes.

Phase 2

Register and advertise your listings
Learn what you need to register a Seller Central account in Australia. Once you've registered, you'll need to verify the seller's identity, complete the tax survey and assign your deposit method using a bank based in Australia.

Use Build International Listings to synchronise your listings in Europe with Australia, or start adding products in Australia by finding existing listings or creating new ones.

Phase 3

Ship and fulfil
Amazon boasts a network of leading international shipping and logistics experts that offer special discounted rates for Amazon Selling Partners who have decided to expand their business to Australia.

Most Amazon Selling Partners choose Fulfilment by Amazon when they want to generate more sales without necessarily investing more in logistics. Learn about what shipping and fulfilling orders in Australia involves, including costs, times and requirements.

Phase 4

Manage your business
To manage your business in Australia, you'll need to understand goods and services tax, set your prices and receive payment in your local currency by using currency conversion services such as Hyperwallet. Use Amazon tools like Global Sales Summary, Sponsored Products and Lightning Deals to grow your business in Australia.
Amazon Seller Help
Amazon Seller Help
Learn more about specific topics related to selling in Australia
Watch our webinars to learn how to expand to Australia
Service Provider Network
Service Provider Network
Get help managing your business' global expansion from Amazon’s third-party resource services.


Get answers to frequently asked questions about selling in Australia.


What products should I sell in Australia?
We usually recommend that selling partners offer all their EU selection in Australia. With Amazon's Build International Listings tool, it's easy to add your European Union listings across Australia and set automated pricing rules. However, you'll need to make sure that you have the appropriate distribution rights and that your products comply with local Australian regulations. For example, a European plug doesn't work in Australia.

If you plan to use Fulfilment by Amazon to fulfil orders in Australia, we recommend that you take a 'wide and lean' approach. Start with your full catalogue, but just a few units per ASIN to see which are your bestselling products. Once you've identified them, you can send larger replenishment shipments. Get more guidance on product details in the Marketplace Entry Strategy section.
How hard is it to start selling in Australia?
Getting started selling in a new geographic region like Australia can be a big step for your business. The investment may be worth it for a fast-growing Amazon store like Australia.

Just as when you started selling in Europe, your success in Australia will vary based on factors specific to your business, such as product category, margins and regulatory requirements. It's important to take some time early on in the process to fully consider all the pros and cons of selling in Australia.


What do I need to do to sell on Amazon in Australia?
To start selling in Australia, you must follow four main steps:
  • Prepare to sell, including in accordance with local tax regulations and regulatory requirements.
  • Register a Seller Central account in Australia and list your products.
  • Ship your products internationally to Australia and fulfil orders.
  • Manage your business, including customer support and returns.
What is goods and service tax and what do I need to know about it?
If you choose seller fulfilment, Amazon pays the taxes on your behalf. If you choose Fulfilment by Amazon, you'll pay import tax on any shipment to Australia (equal to 10% of the shipment's value), but you won't need to register with the Australian Taxation Office (ATO) until your sales reach a threshold of AUD 75,000. Once you've registered, you'll collect and pay goods and services tax every quarter. Learn more about goods and services tax: Goods and services tax on low-value imports into Australia and Australian Taxation Office.

In 2018, Australia adopted legislation to impose goods and services tax on imported products that are classified as taxable for Australian goods and services tax purposes, and that have a customs value of up to AUD 1,000 (low-value imported goods). Based on this, Amazon is required to calculate, collect and pay 10% goods and services tax on low-value imported goods sold by sellers on and shipped from outside Australia to an Australian address.

If you sell any item that qualifies as a low-value imported good, Amazon will automatically calculate, collect and pay goods and services tax at the rate of 10%. Goods and services tax will be added to the price and shipping costs that you have set in Seller Central for items that are classified as low-value imported goods.
Do I need an Australian business entity or bank account?
No. You can keep using your local European business entity. The bank must be located in Australia. This means that you will not be able to use your European bank account. To make things easier, we recommend using currency converter services such as Hyperwallet.

Accounts and listings

Can I use my current European account to sell in Australia?
No, you'll need to set up an Amazon Australia account. You may link your EU account to your Australian account via theSell globally dashboard in Seller Central. Alternatively, if you're new to selling, you can start here.
Can I transfer my Amazon European listings over to the Australian marketplace?
Yes. The Build International Listings tool allows you to sell globally by adding listings and synchronising prices across multiple marketplaces.

To transfer your Amazon European listings to with Build International Listings, you'll need to link your accounts. Linking your accounts is the foundation to managing your cross-regional business. This allows you to view your business information across all marketplaces in one place. Link your European accounts and your Australian account.

Once you’ve linked your accounts, use Build International Listings to set the United States as your 'source' marketplace. Then set the Australian marketplace as the 'target' marketplace.

The Build International Listings tool does not create new listings (ASINs). It adds offers if the product listing already exists in the new marketplace. If it doesn't exist yet, the offer will not be added. The Build International Listings tool also doesn’t manage inventory. To make the offer buyable, make inventory available for that marketplace.
How do I know if my European products are compliant in Australia?
Compliance regulations in Australia change regularly. If you sell products in the consumables, beauty or electronics product groups, you'll need to be particularly vigilant when reviewing local regulations and ensuring compliance. Amazon has a number of external service providers that can help with product compliance.
Do Australian listings require a new ASIN?
Only sometimes. Product ASINs are 'global' and only change if the product is materially different from the original ASIN. For example, if you had three versions of the same product because it varies by plug type (Australia and Europe), each version would have its own ASIN. However, if the products are not substantially different (e.g. they only vary in colour), there will be a single ASIN.

Shipping and fulfilment

If I'm selling on another Amazon marketplace, do I need to ship my products to Australia?
Yes. Fulfilment by Amazon is unable to fulfil Australian marketplace orders with inventory stored in European fulfilment centres.
Can I ship directly from my manufacturer to an Australian fulfilment centre?
How do I ship my products to Australia, including Australian fulfilment centres?
Using Fulfilment by Amazon in Australia is a similar process when your items are in Amazon’s warehouses, but getting the items to those warehouses in Australia has some unique differences compared to the European process. Amazon's Service Provider Network has a list of third-party vendors that other Amazon sellers use to ship their inventory to Australia.

Regardless of which fulfilment method you choose, shipping to Australia involves certain requirements. Two of the most important requirements are: providing an importer of record and using DDP (delivered duty paid). These requirements largely affect who is responsible for paying fees such as import duties and taxes.

Importer of record: An importer of record or customs broker is required to sell in Australia. The importer of record or customs broker is the entity responsible for paying import duties and taxes, ensuring that imports comply with local laws and regulations. Note that neither Amazon nor its fulfilment centres can act as an importer of record for Fulfilment by Amazon shipments. Learn more about important requirements for Australia here. Alternatively, consult a third-party provider.
How much does shipping to Australia cost?
Shipping costs, duties and customs fees can vary depending on the size, weight and contents of the shipment. Amazon has a number of suppliers for Australian Fulfilment by Amazon and self-fulfilled shipping that can help you with freight quotes. There is currently no preferred courier programme. For self-fulfilment, most international carriers, such as DHL, FedEx and UPS, can also facilitate shipments, duties and customs costs. Make sure that you request DDP (delivered duty paid) shipping rates.
Is Fulfilment by Amazon in Australia different from Fulfilment by Amazon in Europe?
Fulfilment by Amazon in Europe is very similar to Fulfilment by Amazon in Australia. As in the European Union, Fulfilment by Amazon in Australia will help you deliver products to customers, manage customer service and handle returns on your behalf. When you use Fulfilment by Amazon in Australia, you'll get the Prime badge, increasing the appeal of your listing to the millions of Australian customers who appreciate Prime's faster delivery options. Fulfilment by Amazon offers are also more likely to win the Buy Box. Fulfilment by Amazon fees vary by marketplace and product group, as well as Prime customer delivery times.

Marketplace entry strategy

What products should I sell in Australia?
When selling in Australia for the first time, it's natural to consider your bestselling products in your home marketplace. Based on your past experience and data in sales reports, which products sell well? Work out why these products sell well and assess whether they will also sell well in Australia given the culture, climate, demographics and the influence of customer demand.

List a wide range of products (with less inventory) instead of just a few products (with a lot of inventory). A broader selection of products means that more customers will see your listings, and you can quickly assess which of your products can succeed in a particular marketplace.

To decide which products to sell in an Amazon marketplace, of course you also have another source of key information available to you: observations of the marketplace itself. Search current bestselling products on for your product categories. Read customer reviews to understand the competition's strengths and weaknesses.

Make sure that you're authorised to sell the product and understand your distribution rights. Bear in mind that Australian safety and compliance regulations differ from those in other geographic regions.

Learn which product categories are open to start selling on Amazon's Australian store.

Eligible product categories and restrictions: Customers know that they can always buy with confidence on Amazon. It's your responsibility to ensure that you and your products comply with all applicable laws and with Amazon’s policies on category, product and content restrictions. Review the requirements by category here. If you have any questions about your products' compliance or your legal obligations in Australia, we recommend that you consult one of our external service providers.
How should I set and adjust prices for Australia?
Just like in Europe, you can choose between two selling plans that allow you to sell in Australia. Use the Amazon Fee Calculator in Australia to estimate average fees and potential revenues. When you sell in multiple countries, you can get a discounted subscription for multiple countries by linking accounts.

When deciding how to adjust your pricing for Australia, you should consider the following: Shipping costs (including potential returns) when you ship directly to international customers or Fulfilment by Amazon fulfilment centres; the costs of converting currencies; taxes and duties. Many of the variable costs will change depending on whether you choose to manage the products yourself or use Fulfilment by Amazon.

Many of the variable costs will change depending on whether you choose to manage the products yourself or use Fulfilment by Amazon. See the Fulfilment Options section for more details.
How do I generate initial sales in Australia?
In Australia, Amazon has similar tools to help you increase sales. Sales conversion starts with discoverable products with compelling offers. Just like selling in EU marketplaces, you can use ads and promotions to increase visibility and sales.

Amazon Sponsored Products advertising can help increase exposure to your offers on Amazon Australia. Sponsored Products is a cost-per-click advertising service that allows you to promote the products that you sell through keyword-targeted ads.

The promotional tools available vary by Amazon marketplace. Visit the Promotions help page to learn more about the types of promotions available. To view the steps involved in creating a promotion, see Creating a promotion.

Managing your business

How do I convert currencies?
The bank must be located in Australia. This means that you cannot use your European bank account as the deposit method. To make things easier, we recommend using a currency converter service such as Hyperwallet. You'll be provided with a local account for Australia. Enter the account details as follows:

In the Settings menu, select Account Information.

1. In the Deposit method section, click Assign.
2. Select Australia from the drop-down menu next to Bank location.
3. Enter the required account information.
4. Click Submit.
How do I provide support to Australian customers?
When you use Fulfilment by Amazon, Amazon will provide 24-hour customer support and answer shipping questions, which include the majority of overall customer contacts, on your behalf. For many sellers, this Fulfilment by Amazon feature is critical to success in Australia.

When you choose to fulfil customer orders yourself, Amazon requires that you handle customer support for delivery and product-related customer contacts.

Customers expect prompt, helpful service when they have questions or concerns about your products. Customer service experts who understand your products, know where the buyer's product is and when it will be delivered, and who can respond promptly to email contacts, can help you protect your reputation as a seller.
How do I handle international returns for Australian customers?
When you use Fulfilment by Amazon, Amazon will handle returns on your behalf, so you don't have to worry about providing a local return address or changing your pricing to incorporate international returns shipping.

Merchant Fulfilled Network returns are the responsibility of the seller. You must pay for a return label and provide a local return address. Alternatively, you must provide a refund and let the buyer keep the product. To learn more, see Customer returns for international sales.

Ready to expand to Australia?

Already selling on Amazon in Europe?

Expand to Australia


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