Expand to Australia

Already selling on Amazon in Europe?

Expand to Australia


New to Amazon?

Get started


Why expand to Australia?

Expand with Amazon in Australia

Expand 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% compared to 2018 and e-commerce sales in Australia grew by 3.8%.*
Diversify your revenue stream

Diversify your revenue stream

Expand 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

Use Amazon's tools to simplify expansion

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

Hear how entrepreneurs built their businesses on Amazon in Australia

It's been great watching sales increase thanks to Amazon Australia's high traffic.
Lisa RacitiKind-LY CEO

Ready to start selling in Australia?

Just like in Europe, sign up for a Seller Central account in Australia. Amazon tools and services make it easy to grow your business internationally. 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 requirements relating to restricted products and categories 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’ve registered, the next step is to complete seller identity verification, complete the tax survey, and assign your deposit method using an Australian bank location.

Use the Build International Listings tool to synchronise 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 international shipping and logistics experts that offer special discounted rates for Amazon sellers that are expanding their business into Australia.

Most Amazon sellers opt for Fulfilment by Amazon when they want to generate more sales without necessarily investing more in logistics. Understand what's involved in shipping to and fulfilling orders in Australia, including costs, time frames, and requirements.

Step 4

Manage your business
To manage your business in Australia: 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 expand your business in Australia.
Help for Amazon sellers
Help for Amazon sellers
Dive deep into specific topics related to selling on Amazon in Australia
Watch our webinars to learn more about how to expand to Australia
Service Provider Network
Get help managing your global business expansion from Amazon's third-party service.

Frequently asked questions

Get answers to the frequently asked questions about selling in Australia.


What products should I sell in Australia?
We usually recommend that sellers offer all their eligible European selection in Australia. With Amazon's Build International Listings tool, it's easy to add your European listings across Australia and set price rules. However, 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 to fulfil in Australia, you might want to start with a "wide and thin" approach. Start with your full catalogue but just a few units per ASIN to see what sells. Then, once you identify your top-selling products, send larger replenishments. Get more guidance on product details in the Marketplace entry strategy section.
How hard is it to start selling in Australia?
Starting to sell in a new geographic region such as Australia can be a big step for your business. However, the investment can 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.


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 should I know about it?
If you choose fulfilment by seller, Amazon will remit the taxes on your behalf. If you choose Fulfilment by Amazon, you will pay an import tax on any shipment going into Australia (10% of the shipment value) but you do not need to register with the Australian Taxation Office (ATO) until your sales reach a threshold of $75,000 AUD. Once you've registered, you will collect and remit GST quarterly. More information on GST: GST on low value imports in Australia and the 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 sellers on 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 continue 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 create an Amazon Australia account. You can link your European account with your Australian account via the Sell Globally dashboard in Seller Central. If you're 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 tool helps you sell globally by adding offers and synchronising pricing across multiple marketplaces.

To transfer your Amazon European offers to with Build International Listings, link your accounts. Linking your accounts is the foundation for 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 Build International Listings to set the US as your "source" marketplace. Next, set the Australia marketplace as your "target" marketplaces.

The Build International Listings tool 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. Build International Listings 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 plug (Australian versus European), each version would have its own ASIN. However, if the products were not materially different (for example: 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 cannot fulfil your Australian marketplace orders with inventory stored in European fulfilment centres.
Can I ship directly from my manufacturer to a Australian fulfilment centre?
How do I ship my products to Australia, including to Australian fulfilment centres?
Using Fulfilment by Amazon 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 compared to the process in Europe. Amazon's Service Provider Network has a list of third-party providers that other Amazon sellers 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 requirements are providing an importer of record (IOR) and using delivery duty paid (DDP). These largely involve the people responsible for paying fees such as import duties and taxes.

Importer of record (IOR): 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 centres can serve as the IOR for Fulfilment by Amazon 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 Fulfilment by Amazon and fulfilment by seller that can help with freight quotes. There is not currently a preferred carrier programme. For fulfilment by seller, most international carriers such as DHL, FedEx, and UPS, can facilitate shipments, duties, and customs as well. Be sure to request DDP (delivery 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. Just as in the EU, Fulfilment by Amazon in Australia will help you deliver products to customers as well as manage customer service and returns on your behalf. When you use Fulfilment by Amazon in Australia, you will get Prime badge, increasing your listing's attractiveness to the millions of Australian customers who appreciate Prime's fast delivery options. Fulfilment by Amazon offers also have a higher chance of winning the Buy Box. Fulfilment by Amazon 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 they would also work well in Australia based on culture, climate, and demographics, which influence consumer 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.

When deciding which products to sell in an Amazon marketplace, there is another key source of information available to you: observations about the marketplace itself. Research current best sellers on 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, choose between two selling plans that enable you to sell in Australia. Use the Amazon fee calculator for Australia to estimate your average fees and potential revenue. When selling in multiple countries you can get a discounted subscription for multiple countries by merging 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 to Fulfilment by Amazon 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 Fulfilment by Amazon.

Many of the variable costs will change based on whether you decide to fulfil products yourself or use Fulfilment by Amazon. 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 on 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 the Create a Promotion page.

Manage your business

How do I convert currencies?
Your bank must be in Australia, so you cannot use your EU bank account as the deposit method. To facilitate, we recommend using a currency converter service such as Hyperwallet. You will be provided with a local receiving account for Australia. 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.
How do I provide customer support to Australian customers?
When you use Fulfilment by Amazon, Amazon provides 24-hour customer support for delivery-related questions, which account for the majority of overall customer contact, on your behalf. For many sellers, this Fulfilment by Amazon 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 contact.

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 emails can help you maintain optimal seller performance.
How do I handle international returns from Australian customers?
When you use Fulfilment by Amazon, Amazon handles 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 costs.

Merchant Fulfilled Network (MFN) returns are the responsibility of the seller. You must pay for a return mailing label and provide a local return address, or refund the buyer and let them keep the product. To learn more, visit Customer returns for international sales.

Ready to expand to Australia?

Already selling on Amazon in Europe?

Expand to Australia


New to Amazon?

Get started


Amazon logo: France
© 2024, Inc. and its subsidiaries.
Facebook logo
Twitter logo
LinkedIn logo
TikTok logo
YouTube logo