Expand your business with Amazon Australia

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Expanding to Australia


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Why expand to Australia?

Grow with Amazon Services Europe

Grow with Amazon Services Europe

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

Diversify your income stream

Grow your Amazon business and diversify your sales by becoming a business partner in Australia. There are more than 30 categories open to sell on Amazon Australia.
Use Amazon tools to simplify your expansion

Use Amazon tools to simplify your expansion

Let Amazon help you with international logistics and delivery to Australian customers with FBA.

Learn how entrepreneurs have developed their businesses at Amazon Services Europe

It's great to watch sales increase as Amazon Australia traffic increases.
Lisa RacitiKIND-LY CEO

Ready to start selling in Australia?

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

Step 1

Decide what to sell
Make sure that you comply with all laws and product standards in Australia. Learn about restricted products and the requirements of the different categories that are required to sell your products in Australia. Third-party service providers can also help you resolve issues such as compliance with regulations, international delivery and taxes.

Step 2

Sign up and list products
Learn what you need to register a Seller Central account in Australia. Once you register, you'll need to complete the seller identity verification, the tax survey and assign your deposit method using an Australian bank location.

Use Build International Listings to sync your listings in Europe with Australia, or start adding products in Australia by searching for existing listings or creating new listings.

Step 3

Delivery and management
Amazon has a network of leading international transport and logistics experts who offer special discounts to Amazon sellers who are deploying their business in Australia.

Most Amazon sellers choose FBA when they want to generate more sales without having to invest more in logistics. Learn what delivery and fulfilment entails in Australia, including costs, timelines and requirements.

Step 4

Manage your business
To run your business in Australia, you'll need to understand the Goods and Services Tax (GST), set prices and get paid in your local currency using currency conversion services such as Hyperwallet. Use Amazon tools such as the Global Sales Summary, Sponsored Products and Lightning Deals to build your business in Australia.
Help for Amazon sellers
Help for Amazon sellers
Immerse yourself in specific topics related to selling on Amazon Services Europe
Watch our webinars to learn how to expand to Australia
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Get answers to the most frequently asked questions about selling in Australia.


What products should I sell in Australia?
We generally recommend that commercial partners offer all their eligible EU selection in Australia. With Amazon's Build International Listings (BIL) tool, it's easy to add your EU listings across Australia and set pricing rules. However, you'll need to make sure that you have the proper distribution rights and that your products comply with local Australian regulations. For example, a European plug will not work in Australia.

If you plan to use FBA to manage fulfilment in Australia, you may want to start with a broad and detailed approach. You can start with the entire catalogue, with just a few units per ASIN to see what sells. Then, once you identify the best-selling products, you can send larger replenishment quantities. Learn more about product details in the engagement strategy section of the Amazon website.
Is it hard to start selling in Australia?
Starting to sell in a new geographical region such as Australia can be a big step for your business. However, the investment may pay off for a fast-growing Amazon store like Australia.

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


What do I need to do to sell on Amazon Services Europe?
There are four main steps to start selling in Australia:
  • Prepare to sell, taking into account local tax and regulatory requirements, among other things.
  • Register a Seller Central account in Australia and list your products.
  • Deliver your products internationally to Australia and fulfil orders.
  • Manage your business, with customer service and returns.
What is the Goods and Services Tax (GST) and what do I need to know about it?
If you choose seller fulfilment, Amazon will remit taxes to you on your behalf. If you choose FBA, you'll pay an import tax on any delivery to Australia (10% on the value of the delivery), but you will not have to register with the Australian Tax Office (ATO) until your sales reach a threshold of AUD 75,000. Once you've registered, you'll collect and remit your GST on a quarterly basis. Learn more about GST: GST of Australia's low-value imports and the Australian Tax Agency.

In 2018, Australia introduced a law to apply a Goods and Services Tax (GST) to imported goods that are classified as taxable for Australian GST purposes and that have a customs value of 1,000 Australian dollars (AUD) or less (low-value imported goods or LVIG). Accordingly, Amazon must calculate, collect and remit 10% of GST on LVIG sold by sellers on and dispatched from outside Australia to an Australian address.

If you sell a product that meets the requirements of LVIG, Amazon will automatically calculate, collect and remit the GST at a rate of 10%. The GST will be added to the price and delivery costs that you set in Seller Central for products classified as LVIG.
Do I need an Australian bank account or business entity?
No. You can continue using your local European business entity. The bank’s location has to be Australia, so you cannot use a European bank account. In order to make this task easier, we recommend using a currency conversion service such as Hyperwallet.

Account and listings

Can I use my current European account to sell in Australia?
No, you'll need to register an Amazon Australia account. You have the option of linking your EU account to your Australia account through Seller Central Selling internationally or, if you are new, you can start here.
Can I transfer my Amazon Europe product listings to Australian Amazon marketplaces?
Yes. The Build International Listings (BIL) tool helps you sell internationally by adding offers and synchronising prices across multiple marketplaces.

To transfer your European listings from Amazon to with BIL, you'll need to link your accounts. Linking your accounts is the basis for managing your cross-regional business, allowing you to view your company information on websites in one location. Link your European and Australian accounts.

Once you've linked your accounts, use BIL to set up the US as your source marketplace. Next, set up the Australia website as your destination marketplace.

BIL does not create new product listings (ASINs). Add offers if the product listing already exists on the new marketplace. If it doesn't already exist, the offer will not be added. BIL does not manage inventory either. To make the offer purchasable, make inventory available for that marketplace.
How do I know if my European products are compatible in Australia?
Compliance regulations in Australia change regularly. If you sell products in the consumables, beauty or consumer electronics categories, you'll need to be particularly vigilant when reviewing local regulations and ensuring compliance. Amazon has several third-party service providers that can help you with product compliance.
Do Australian product listings require a new ASIN?
Not usually, no. Product ASINs are "international" and are only different if the product is substantially different from the original ASIN. For example, if you have three versions of the product that vary by plug type, Australia vs Europe, each version will have its own ASIN. However, if the products are not substantially different (for example, colour variations), the variations will not have their own ASIN.

Delivery and fulfilment management

If I sell on another Amazon marketplace, do I need to deliver my products to Australia?
Yes. FBA cannot fulfil your orders on the Australian marketplace with inventory stored in European fulfilment centres.
Can I deliver directly from my manufacturer to an Australian fulfilment centre?
How do I deliver my products to Australia, including Australian fulfilment centres?
Using FBA in Australia is a similar process when your products are in Amazon warehouses, but getting to those warehouses in Australia has some unique differences to the process in Europe. The Amazon Service provider network has a list of third-party providers that other Amazon sellers have used to ship their inventory to Australia.

Regardless of the fulfilment method that you choose, shipping to Australia involves certain requirements. Two of the most important requirements are providing an importer of record (IOR) and using the delivery duty paid (DDP). This largely implies who is responsible for paying tariffs such as import duties and taxes.

Importer of record: A customs broker or IOR is required to sell in Australia. The IOR or customs broker is the entity responsible for paying import duties and taxes, ensuring that your imports comply with local laws and regulations. Please note that neither Amazon nor its fulfilment centres can serve as an IOR for FBA deliveries. Learn more about the important requirements for Australia here or check with an external provider.
How much does delivering to Australia cost?
Shipping, duties and customs charges may vary depending on the dimensions, weight and contents of the delivery. Amazon has several Australian FBA and self-fulfilled shipping providers that can help with freight charges. There is currently no preferred carrier programme. For self-fulfilment, most international carriers, such as DHL, FedEx and UPS, can also facilitate shipping, duties and customs. Make sure that you request delivery rates from DDP (Delivery Duty Paid).
Is FBA in Australia different from FBA in Europe?
FBA in Europe is very similar to FBA in Australia. Just like in the EU, FBA in Australia will help you to deliver products to customers, manage customer service and manage returns on your behalf. When you use FBA in Australia, you'll earn the Prime badge, which will increase the appeal of your listing to millions of Australian customers who value Prime's fast delivery options. FBA offers also have a higher chance of winning the Buy Box. FBA fees vary by marketplace and category, as do Prime customer delivery times

Amazon marketplace entry strategy

What products should I sell in Australia?
The first time that you sell in Australia, it's normal to think about the products you sell the most on your local marketplace. Think about what sells best based on your previous experience and sales results reports. Consider why these products work well and assess whether they will also work well in Australia based on the culture, climate, demographics and influence on customer demand.

List a wide range of products (with less inventory) instead of just a few products (with a lot of inventory). A wider selection of products means that more customers overall will see your listings, and you'll be able to quickly assess which products might be successful on a particular website.

When deciding which products you want to sell on an Amazon marketplace, of course you have another source of key information at your disposal: comments from the website itself. Search for information on current best-selling products on for your product categories. Also read customer reviews to learn what the competitor's strengths and weaknesses are.

Make sure that you have permission to sell the product and understand your distribution rights. Please note that Australian safety and compliance regulations differ from those in other geographic regions.

Find out which product categories are open to start selling in the Australian Amazon store

Eligible product categories and restrictions: Customers trust 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 regarding category, product, and content restrictions. Review the requirements by category here. If you have any questions about your product compliance or legal obligations in Australia, we advise you to check with one of our third-party service providers.
How do I set and adjust my 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 calculate your average fee charges and potential revenues. When selling in multiple countries, you can get a discounted subscription for multiple countries by linking accounts.

When deciding how to adjust prices for Australia, you should consider the following: Delivery costs (including possible returns) when delivering directly to international customers or FBA fulfilment centres, the cost of currency conversion, and taxes and duties. Many variable costs will change depending on whether you choose to fulfil the products yourself or use FBA.

Many variable costs will change depending on whether you choose to fulfil the products yourself or use FBA. See the Fulfilment options section for more information.
How can I generate initial sales in Australia?
Amazon Services Europe has similar tools to help you increase sales. Sales conversion starts with products that can be found with compelling offers. Just like selling on EU websites, you can use ads and promotions to increase visibility and sales.

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

The promotional tools available vary by Amazon marketplace. Visit the Promotions help page for more information about the types of promotions available. For the steps to create a promotion, visit Create a promotion.

Manage your business

How can I convert currencies?
The bank’s location must be Australia, so you cannot use an EU bank account as the deposit method. To make this task easier, we recommend using a currency conversion service such as Hyperwallet. You will be provided with a local Australian receiving account, where you will need to enter your account details as follows:

Select Account information from the settings menu.

1. In the Deposit method section, click Assign.
2. Select Australia from the drop-down menu next to Bank location.
3. Fill in the requested account information.
4. Click Send.
How can I provide customer service to Australian customers?
When you use Fulfilment by Amazon, Amazon provides 24-hour customer service for delivery-related questions, which most general customer contacts cover, on your behalf. For many sellers, this FBA feature is critical to selling successfully in Australia.

When you decide to fulfil customer orders yourself, Amazon requires that you manage customer service for delivery and customer contacts related to the product.

Customers expect prompt and helpful service when they have questions or enquiries about your products. Customer service specialists who know your products, know where the buyer's product is and when it will be delivered, and who can respond quickly to email contacts so that you can maintain a good seller rating.
How do I manage international returns for Australian customers?
If you use FBA, Amazon will handle returns on your behalf, so you don't have to worry about providing a local return address or changing your prices to incorporate international returns deliveries.

Seller-fulfilled network returns are the seller's responsibility. You must pay for a return label and provide a local return address, or provide a refund and let the buyer keep the product. For more information, visit Customer returns for international sales.

Ready to expand to Australia?

Already selling on Amazon in Europe?

Expanding to Australia


New to Amazon?

Get started


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