TL;DR

Amazon AU is growing with less competition, creating opportunities for sellers to rank and advertise at lower costs.
Aussie seasons are flipped—Christmas means summer, so adjust product offerings accordingly.
Aussies prefer local products, so highlight any Australian-made features or use “Australian-owned” branding.
Marketing on Amazon AU needs more localization—tailor ads, promotions, and messaging to the Australian lifestyle and preferences.
Selling in Australia means navigating GST, strict consumer laws, and specific import regulations that differ from the US.
Aussies still love brick-and-mortar stores, so create an immersive, trust-building online shopping experience on Amazon AU.

Selling on Amazon Australia isn’t just a simple copy-paste of your strategy from Amazon USA. While the fundamentals are the same, some key differences make selling down under a unique experience.

From dealing with Australia’s vast geography to tapping into local consumer preferences, it’s important to adjust your approach. Let’s take a closer look at how the two marketplaces differ and what that means for your business.

How is selling on Amazon Australia different from selling on Amazon USA?

Aspect	Amazon Australia	Amazon USA
Marketplace size	Smaller and growing, with over 2.5 million monthly visitors	Largest Amazon marketplace with over 300 million users globally
Competition	Less competition due to fewer sellers	Highly competitive with millions of active sellers
Product categories	Limited but expanding product categories	Extensive product categories covering nearly every niche
Customer base	Primarily local Australian customers	Diverse, global customer base with a focus on US shoppers
Consumer behaviour	Australians often prefer buying locally or from trusted brands	US consumers are more open to trying new brands
FBA network	Limited FBA facilities, focused in major cities	Vast, efficient FBA network across the US
Key sales events	Prime Day, End of Financial Year (EOFY) sales, Christmas	Prime Day, Black Friday, Cyber Monday, Christmas
Regulations	Stricter consumer laws like the Australian Consumer Law (ACL)	Less stringent, but still subject to US consumer protection laws
Growth potential	High growth potential as Amazon continues to expand in Australia	Stable, mature market with slower growth potential
Sales tax	GST (Goods and Services Tax) applied to most sales	Sales tax varies by state and local jurisdiction

#1: Summer at Christmas? Yep, that’s Australia

In Australia, Christmas means BBQs, beach days, and warm, sunny weather—not the snowy winter wonderland we often associate with the holiday season. This seasonal flip changes everything for Amazon AU sellers. While US shoppers are looking for cosy sweaters, Christmas lights, and winter boots, Aussies are searching for sunscreen, swimsuits, and outdoor grills.

So, what does this mean for you as an Amazon AU seller? First, timing is everything. You’ve got to be ready to sell seasonal products that align with Australia’s weather. Don’t wait until November to push summer gear—be ahead of the curve and market summer items early.

Second, tailor your promotions. Launch Christmas sales that focus on outdoor living, travel essentials, and summer leisure products with the help of Amazon PPC management services. Think about gifts that Australians would want in the middle of a heatwave, not a snowstorm. And finally, keep in mind Australia’s laid-back holiday vibe—highlight products that make the Aussie summer lifestyle even better.

The best part? You can be bold, creative, and adventurous because there’s less competition on Amazon AU right now. Get your summer stock in early, optimise those listings, and you’ll have an edge over sellers who are still thinking in northern hemisphere terms.

#2: Aussies love local

Australians have a strong connection to supporting local businesses and products. It’s not just about national pride—it’s also about trust. Aussies value homegrown brands because they believe in the quality and authenticity of what’s made here. For Amazon AU sellers, this means one thing: if you can tap into that local love, you’re golden.

Let’s say you’re selling skincare. While a global brand might work well in the US, Aussies are likely to lean towards brands that scream “Australian-made,” especially if they use natural, native ingredients like tea tree oil or eucalyptus. Products with a “Made in Australia” label often see higher conversion rates because they tap into this deep-seated trust and preference for local goods.

Here’s what you can do:

Highlight local ingredients or materials – If your product uses anything unique to Australia, call it out. Whether it’s Australian cotton or Kakadu plum extract, make sure it’s front and centre.
Use “Australian-owned” branding – If you’re a local business, flaunt it! Add “Australian-owned” to your listings or even your product packaging. It’s a simple yet effective way to boost credibility.
Get certified – Consider certifications like the Australian-made logo. It’s a badge of honour that shows your commitment to local production, which Aussies love.

By leaning into that local vibe, you’ll build instant rapport with your customers and gain an edge over international brands trying to break into the market.

#3: Marketing takes more effort

The Australian marketplace demands more creativity, more localization, and, quite frankly, more hustle. Why? Because Aussies respond to marketing that feels personal, relevant, and authentic. Throwing generic ads or one-size-fits-all campaigns won’t cut it here.

To succeed, you need to tailor your messaging to the unique Australian lifestyle and culture. Aussies value straight talk—no gimmicks, no overhype. They prefer laid-back, relatable content that speaks their language, and Amazon PPC advertising management can help you effectively reach this audience with the right tone and approach.

Here’s what you can do:

Localise your ad copy – Use words and phrases Aussies relate to. Swap “fall” for “autumn” and “truck” for “ute,” and don’t be afraid to sprinkle in some casual Aussie slang where appropriate.
Leverage local influencers – Aussies trust influencers who are just like them. Partner with Australian bloggers, YouTubers, and Instagrammers to create authentic content that resonates with your target audience.
Run localised promotions – Whether it’s celebrating Australia Day or gearing up for the footy finals, tie your promotions to Aussie holidays and events. This not only boosts relevance but also shows you understand their lifestyle.
Show you care about the environment – Australians are big on sustainability. If your product or brand has eco-friendly features, shout it from the rooftops. Just be real about it—Aussies can spot greenwashing from a mile away.

#4: Customers still love their brick-and-mortar stores

Despite the rise of online shopping, many Aussies still prefer to pop into a local store. They enjoy the immediate gratification, face-to-face service, and trust that comes with shopping in person. So, as an Amazon seller, how do you compete with that? The answer is simple: make your Amazon storefront feel as close to that brick-and-mortar experience as possible.

Amazon sellers on AU have to up their game to create an immersive shopping experience that replicates the in-store feel. That means using every tool at your disposal to build trust and provide that level of reassurance customers seek when walking into a store. It’s all about eliminating uncertainty and making the online purchase feel just as real, reliable, and quick as in-store shopping.

Here’s what you can do:

Max out your Amazon A+ Content design – Use Amazon’s A+ Content feature to provide rich, detailed information about your products. Include comparison charts, videos, and user testimonials to build trust and reduce buyer hesitation.
Optimise for Amazon’s Premium A+ – If you’re eligible, go beyond the basic A+ Content. Utilise interactive content, larger images, and enhanced layouts to create a premium feel that mimics the “luxury” of in-store browsing.
Leverage Amazon’s customer reviews – A good brick-and-mortar store thrives on reputation and word of mouth. For Amazon sellers, customer reviews are your equivalent. Encourage happy customers to leave detailed reviews, and make sure to address any negative feedback professionally.
Use Amazon Live or video demos – If your product needs a demo, Amazon Live or video features are a game-changer. These allow customers to “see it in action,” just like they would in a physical store demo.

#5: Lower competition, lower ad costs

Compared to the US and other major marketplaces, the competition is still relatively light. Fewer sellers mean fewer products vying for attention, and that translates to a major win for those who get in early. Less competition not only makes it easier to rank organically, but it also means lower advertising costs. You don’t have to burn through a huge budget just to get your product noticed.

On Amazon AU, sponsored ads and other PPC campaigns are significantly more affordable, allowing you to stretch your marketing dollars further. This is the perfect landscape for newer sellers or small businesses looking to establish their presence without being buried by big-budget competitors. With a strategic ad plan, you can capture high visibility at a fraction of the cost you’d spend in more saturated marketplaces like Amazon US.

#6: Australian tax laws and import regulations are different

For international sellers, understanding Australia’s strict import regulations is also key. Certain products may require permits or meet specific standards to be sold legally in the country. Plus, some duties and customs procedures must be navigated, and failure to comply can result in fines or delays in getting your products to market.

The most significant factor is the Goods and Services Tax (GST), which applies to almost all goods sold in Australia. Unlike the US, where taxes are applied at the state level, Australia enforces a nationwide 10% GST on all products, whether sold domestically or imported. This can impact your pricing strategies, as you’ll need to factor in this cost to stay compliant and competitive.

See you next week!

Every marketplace is different, and that’s what makes selling across them so exciting!

Selling on Amazon isn’t just about putting products online—it’s about understanding the culture, preferences, and unique shopping habits of each marketplace. When you branch out into a new market like Amazon AU, you’re not just expanding your reach—you’re learning how Aussies think, shop, and make decisions. Designing strategies that speak directly to them is where the real fun begins.

This blog has given you a peek into the key differences between Amazon Australia and Amazon USA, and we hope it’s sparked some new ideas on how to tailor your approach to the Australian audience. By understanding these differences, you can craft strategies that resonate and perform better for your target customers.

If you need help getting started, the Amazon experts at eStore Factory are ready to step in. Our Australian team, led by none other than our very own proud Aussie, Tushar Kapadia, will be with you every step of the way—helping you navigate the nuances of Amazon AU and ensuring your strategy hits the mark.