GLOBAL SELLING
Expand to Australia
Why expand to Australia?
Grow with Amazon in Australia
Start selling on Amazon in Australia to reach millions of new customers. In 2019, monthly unique visitors to Amazon.com.au grew +52% YoY and ecommerce sales in Australia grew +3.8% in 2019.*
Diversify your revenue stream
Grow your Amazon business while diversifying your sales by becoming a selling partner in Australia. 30+ categories are open for selling on Amazon Australia.
Use Amazon's tools to simplify expansion
Let Amazon help you with international logistics and shipping to Australian customers with FBA.
Hear how entrepreneurs built their businesses on Amazon in Australia
It’s been great watching sales increase as Amazon Australia’s traffic has done so.Lisa RacitiKind-LY CEO
HOW-TO
Ready to start selling in Australia?
Just like in Europe, you can sign up for a Seller Central account in Australia. Amazon's tools and services make it easy to expand your business internationally, so if you are interested moving forward, follow the steps below to start selling on Amazon in Australia.
Step 1
Decide what to sell
Make sure that you comply with all laws and product standards in Australia. Understand the restricted products and category requirements required to sell your products in Australia. Third-party service providers can also help with issues including compliance, international shipping, and taxes.
Step 2
Register and List
Learn what you’ll need to register a Seller Central account in Australia. Once you register, you will need to complete selling partner identity verification, complete the tax survey, and assign your deposit method using an AU bank location.
Use Build International Listings to synchronize your listings in Europe to Australia or begin adding products in Australia by finding existing listings or creating new listings.
Use Build International Listings to synchronize your listings in Europe to Australia or begin adding products in Australia by finding existing listings or creating new listings.
Step 3
Ship and fulfil
Amazon has a network of leading international shipping and logistics experts that offer special discounted rates for Amazon selling partners that are expanding their business into Australia.
Most Amazon Selling partners opt for Fulfilment by Amazon (FBA) when they want to generate more sales without necessarily investing more in logistics. Understand what’s involved in shipping to and fulfilling in Australia, including costs, times, and requirements.
Most Amazon Selling partners opt for Fulfilment by Amazon (FBA) when they want to generate more sales without necessarily investing more in logistics. Understand what’s involved in shipping to and fulfilling in Australia, including costs, times, and requirements.
Step 4
Manage your business
To manage your business in Australia you’ll need to understand Goods and Services Tax (GST), set your prices, and get paid in your local currency with currency converter services such as Hyperwallet. Use Amazon tools like Global Sales Summary, Sponsored Products, and Lightning Deals to grow your business in Australia.
Amazon Selling partner Help
Dive deep on specific topics related to selling on Amazon in Australia
Webinars
Watch our webinars to learn about how to expand to Australia
Service Provider Network
Get help managing your global business expansion from Amazon third-party services
Frequently Asked Questions
Get answers to the frequently asked questions about selling in Australia.
Overall
What products should I sell in Australia?
We usually recommend that selling 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 appropriate distribution rights and that your products are compliant with local Australian regulations. For example, a European plug won’t work in Australia.
If you plan to use Fulfilment by Amazon (FBA) to fulfil in Australia, you may want to start with a “wide and thin” approach. Start with your full catalog but just a few units per ASIN to see what sells. Then, once you identify your top-selling products, you can send in larger replenishment shipments. Get more guidance on product details in the marketplace entry strategy section.
If you plan to use Fulfilment by Amazon (FBA) to fulfil in Australia, you may want to start with a “wide and thin” approach. Start with your full catalog but just a few units per ASIN to see what sells. Then, once you identify your top-selling products, you can send in larger replenishment shipments. Get more guidance on product details in the marketplace entry strategy section.
How hard is it to get started selling in Australia?
Getting started selling in a new geographic region such as Australia can be a big step for your business. However, the investment may be worth it for a fast growing Amazon store like Australia.
Just like when you started selling in Europe, your success in Australia will vary based on factors unique to your business, including product category, margins, and regulatory requirements. It’s important to take the time early in the process to fully consider all the pros and cons involved in selling in Australia.
Just like when you started selling in Europe, your success in Australia will vary based on factors unique to your business, including product category, margins, and regulatory requirements. It’s important to take the time early in the process to fully consider all the pros and cons involved in selling in Australia.
Requirements
What do I need to do to sell on Amazon in Australia?
There are four main steps to begin selling in Australia:
- Prepare to sell, including considering local tax and regulatory requirements.
- Register a Seller Central account in Australia and list your products.
- Ship your goods internationally to Australia and fulfil orders.
- Manage your business, including customer support and returns.
What is Goods and Service Tax (GST), and what do I need to know about it?
If you choose selling partner fulfilment, Amazon will remit the taxes on your behalf. If you choose FBA, you will pay an import tax on any shipment going into Australia (10% on value of shipment) but you do not need to register with the Australian Taxation Office (ATO) until your sales reach a threshold of $75k AUD. Once you’ve registered, you will collect and remit GST quarterly. More information on GST: Australia's Low Value Imports GST and Australian Taxation Office.
In 2018, Australia implemented legislation to impose Goods and Services Tax (GST) on imported goods that are classified as taxable for Australian GST purposes and have a customs value of $1,000 Australian Dollars (AUD) or less (Low Value Imported Goods or LVIG). Based on this, Amazon is required to calculate, collect and remit 10% GST on LVIG sold by selling partners on Amazon.com and shipped from outside Australia to an Australian address.
If you sell an item that qualifies as LVIG, Amazon will automatically calculate, collect, and remit GST at the rate of 10%. The GST will be added to the price and delivery charges that you have set in Seller Central for items that are classified as LVIG.
In 2018, Australia implemented legislation to impose Goods and Services Tax (GST) on imported goods that are classified as taxable for Australian GST purposes and have a customs value of $1,000 Australian Dollars (AUD) or less (Low Value Imported Goods or LVIG). Based on this, Amazon is required to calculate, collect and remit 10% GST on LVIG sold by selling partners on Amazon.com and shipped from outside Australia to an Australian address.
If you sell an item that qualifies as LVIG, Amazon will automatically calculate, collect, and remit GST at the rate of 10%. The GST will be added to the price and delivery charges that you have set in Seller Central for items that are classified as LVIG.
Do I need an Australian business entity or bank account?
No. You can keep using your local, European business entity. The bank location must be Australia so you will not be able to use your European bank account. To facilitate, we recommend currency converter services 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 to link your EU account with your Australia account via the Sell Globally Dashoard in Seller Central or if you are new to selling you can get started here.
Can I transfer my Amazon European product listings over to Amazon’s Australian marketplace?
Yes. The Build International Listings (BIL) tool helps you sell globally by adding offers and synchronizing pricing across multiple marketplaces.
To transfer your Amazon European listings to Amazon.com.au with BIL, you’ll need to link your accounts. Linking your accounts is the foundation to managing your cross-regional business, enabling you to see your business information across marketplaces in one location. Link your European and Australian accounts.
Once you have linked your accounts, use BIL to set the US as your “source” marketplace. Next, set the Australia marketplace as your “target” marketplaces.
BIL does not create new product 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. BIL also does not manage inventory. To make the offer buyable, make inventory available for that marketplace.
To transfer your Amazon European listings to Amazon.com.au with BIL, you’ll need to link your accounts. Linking your accounts is the foundation to managing your cross-regional business, enabling you to see your business information across marketplaces in one location. Link your European and Australian accounts.
Once you have linked your accounts, use BIL to set the US as your “source” marketplace. Next, set the Australia marketplace as your “target” marketplaces.
BIL does not create new product 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. BIL also does not 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 consumer electronics categories, you’ll want to be particularly vigilant in reviewing local regulations and ensuring compliance. Amazon has a number of external service providers that can help with product compliance.
Do Australian product listings require a new ASIN?
No, not usually. Product ASINs are “global” and are different only if the product is materially different from the original ASIN. For example, if you had three product versions that varied by the type of outlet plug - Australian versus European - each version would have its own ASIN. However, if the products are not materially different (e.g., colour variations), then each version would not have its own ASIN.
Shipping and fulfilling
If I’m selling on another Amazon marketplace, do I need to ship my products to Australia?
Yes. Fulfilment by Amazon (FBA) cannot fulfil your Australian marketplace orders with inventory stored in European fulfilment centres.
Can I ship direct from my manufacturer to a Australian fulfilment centre?
Yes.
How do I ship my products to Australia, including to Australian fulfilment centres?
Using FBA in Australia is a similar process once your items are in Amazon’s warehouses, but getting the items to those warehouses in Australia has some unique differences than the process in Europe. Amazon’s Service Provider Network has a list of third-party providers that other Amazon Selling partners have used to ship their inventory into Australia.
Regardless of which fulfilment method you choose, shipping to Australia involves certain requirements. Two of the most important ones are providing an importer of record (IOR) and using delivery duty paid (DDP). These largely involve who is responsible for paying fees such as import duties and taxes.
Importer of record: An IOR or customs broker 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. Note that neither Amazon nor its fulfilment centers can serve as the IOR for FBA shipments. Learn more about important requirements for Australia here or consult a third party provider.
Regardless of which fulfilment method you choose, shipping to Australia involves certain requirements. Two of the most important ones are providing an importer of record (IOR) and using delivery duty paid (DDP). These largely involve who is responsible for paying fees such as import duties and taxes.
Importer of record: An IOR or customs broker 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. Note that neither Amazon nor its fulfilment centers can serve as the IOR for FBA shipments. Learn more about important requirements for Australia here or consult a third party provider.
How much does shipping to Australia cost?
Shipping, duties, and customs costs can vary depending on the size, weight, and contents of the shipment. Amazon has a number of providers for Australian FBA and self-fulfilled shipping that can help with freight quotes. There is not currently a preferred carrier program. For self-fulfilment, most international carriers such as DHL, FedEx, and UPS, can facilitate shipments, duties, and customs as well. Please be sure to request DDP (Delivered Duties Paid) shipping rates.
Is Fulfilment by Amazon (FBA) in Australia different from FBA in Europe?
FBA in Europe is very similar to FBA in Australia. Just as in the EU, FBA in Australia will help you deliver products to customers, manage customer service, and handle returns on your behalf. When you use FBA in Australia, you will get Prime badging, increasing your listing’s attractiveness to the millions of Australian customers who appreciate 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.
Marketplace entry strategy
What products should I sell in Australia?
When selling in Australia for the first time, a natural approach is to think about your best-selling products in your home marketplace. From your previous experience and from data in sales reports, what sells well? Consider, why these products do well and evaluate if it will also work well in Australia based on culture, climate, and demographics, influence customer demand.
List a wide range of products (with less inventory) rather than just a few products (with a lot of inventory). A broader selection of products means more customers overall will see your listings, and you’ll be able to quickly gauge which of your products can succeed in a particular marketplace.
In deciding which products to sell in an Amazon marketplace, you, of course, have another key source of information available to you—observations of the marketplace itself. Research on current best selling partners on amazon.com.au for your product categories. Read customer reviews to understand your competition’s strengths and weaknesses.
Make sure you’re allowed to sell the product and understand your distribution rights. Be aware that Australian safety and compliance regulations differ from those in other geographic regions.
Learn which product categories are open to start selling in Amazon’s Australian store.
Eligible product categories and restrictions: Customers trust that they can always buy with confidence on Amazon. It is your responsibility to make sure that you and your products comply with all applicable laws and with Amazon’s policies concerning Category, Product and Content Restrictions. Review the requirements by category here. If you have questions about your products’ compliance or your legal obligations in Australia, we advise you to consult with one of our external service providers.
List a wide range of products (with less inventory) rather than just a few products (with a lot of inventory). A broader selection of products means more customers overall will see your listings, and you’ll be able to quickly gauge which of your products can succeed in a particular marketplace.
In deciding which products to sell in an Amazon marketplace, you, of course, have another key source of information available to you—observations of the marketplace itself. Research on current best selling partners on amazon.com.au for your product categories. Read customer reviews to understand your competition’s strengths and weaknesses.
Make sure you’re allowed to sell the product and understand your distribution rights. Be aware that Australian safety and compliance regulations differ from those in other geographic regions.
Learn which product categories are open to start selling in Amazon’s Australian store.
Eligible product categories and restrictions: Customers trust that they can always buy with confidence on Amazon. It is your responsibility to make sure that you and your products comply with all applicable laws and with Amazon’s policies concerning Category, Product and Content Restrictions. Review the requirements by category here. If you have questions about your products’ compliance or your legal obligations in Australia, we advise you to consult with one of our external service providers.
How should I set and adjust my prices for Australia?
Just like in Europe, you can choose between two selling plans that enable you to sell in Australia. Use the Amazon fee calculator in Australia to estimate 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 your pricing for Australia you should consider the following: Shipping costs (including potential returns) when you’re shipping directly to international customers or into FBA fulfilment centres, the cost of converting currencies, and taxes and duties. Many of the variable costs will change based on whether you decide to fulfil products yourself or use FBA.
Many of the variable costs will change based on whether you decide to fulfil products yourself or use FBA. Review the Fulfilment Options section for more details.
When deciding how to adjust your pricing for Australia you should consider the following: Shipping costs (including potential returns) when you’re shipping directly to international customers or into FBA fulfilment centres, the cost of converting currencies, and taxes and duties. Many of the variable costs will change based on whether you decide to fulfil products yourself or use FBA.
Many of the variable costs will change based on whether you decide to fulfil products yourself or use FBA. Review the Fulfilment Options section for more details.
How do I generate initial sales in Australia?
Amazon in Australia has similar tools to help you grow sales. Sales conversion begins with products that are discoverable with compelling offers. Just like selling in the EU marketplaces, you can use advertisements and promotions to increase visibility and sales.
Amazon Sponsored Products advertising can help increase exposure to your offers in Amazon Australia. Sponsored Products is a cost-per-click advertising service that helps you promote the products you sell through keyword-targeted ads.
The promotional tools available vary by Amazon marketplace. Visit the Promotions help page for more details on the types of promotions available. To see the steps to creating a promotion, visit Creating a Promotion.
Amazon Sponsored Products advertising can help increase exposure to your offers in Amazon Australia. Sponsored Products is a cost-per-click advertising service that helps you promote the products you sell through keyword-targeted ads.
The promotional tools available vary by Amazon marketplace. Visit the Promotions help page for more details on the types of promotions available. To see the steps to creating a promotion, visit Creating a Promotion.
Managing your business
How do I convert currencies?
The bank location must be Australia so you cannot use your EU bank account as the deposit method. To facilitate, we recommend using a Currency Converter service such a Hyperwallet. You will be provided with a local receiving account for Australia, and enter these account details as follows:
In the Settings menu, select Account Info.
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 Submit.
In the Settings menu, select Account Info.
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 Submit.
How do I provide customer support to Australian customers?
When you use Fulfilment by Amazon (FBA), Amazon will provide 24-hour customer support for delivery-related questions, which comprise the majority of overall customer contacts, on your behalf. For many selling partners, this FBA feature is critical to selling successfully 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 specialists who understand your products, know where the buyer’s product is and when it will be delivered, and can respond quickly to email contacts can help you maintain a healthy selling partner scorecard.
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 specialists who understand your products, know where the buyer’s product is and when it will be delivered, and can respond quickly to email contacts can help you maintain a healthy selling partner scorecard.
How do I handle international returns from Australian customers
When you use Fulfilment by Amazon (FBA), 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 (MFN) returns are the responsibility of the selling partner. You must pay for a return label and provide a local return address, or provide a refund and let the buyer keep the product. To learn more, visit Customer Returns for International Sales.
Merchant Fulfilled Network (MFN) returns are the responsibility of the selling partner. You must pay for a return label and provide a local return address, or provide a refund and let the buyer keep the product. To learn more, visit Customer Returns for International Sales.
Ready to expand to Australia
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