Amazon Australia is launching AmazonBasics

Angus Kidman 20 November 2017 NEWS


Amazon's own-brand cables, batteries and homewares will be a key part of its assault on the Aussie market.

Amazon's roll-out into Australia this week will include a wide selection of items from its AmazonBasics "white label" line, creating further pressure on its rivals.

Analysis of the Amazon Australia site shows that it has created placeholder listings for dozens of products under the AmazonBasics line, including HDMI, Lightning and DisplayPort cables, exercise equipment, stationery, homewares and batteries.


As with other product categories that have been surfacing on the site, many of those pages show the product as "unavailable" and don't list a price. But their presence suggests Amazon is aiming to roll out some AmazonBasics lines as quickly as possible.

In the US, AmazonBasics covers an enormous range of areas, with more than 1,432 items currently listed in the category. The brand originally launched in 2009 and concentrated on electronics, but has since expanded into many other areas. Offering no-brand products could prove a major challenge to local retailers like Kogan and JB Hi-Fi, which also rely on selling similar lines for much of their business.

While AmazonBasics has been a major part of Amazon's strategy, it will need to tread carefully when rolling it out in Australia. It is also hoping to attract local retailers with its Amazon Marketplace strategy, where other companies can sell their products through Amazon. Last week it hosted a summit for potential sellers in Sydney. Undercutting those retailers with cheaper products under its own name might not help grow those seller numbers.

While Amazon hasn't officially announced a launch date, rumours suggest it may want to launch in time for Black Friday this week, and it's widely anticipated that it will be offering a much broader range of goods before the end of November. Right now, the main site still only features Kindle, Appstore, Audible and Drive as its main categories. We'll be keeping a close eye on every Amazon Australia development, so keep checking back with us for the latest news.

AmazonBasics Aussie cable price comparison

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