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Expand to Australia

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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

Amazon, both in the US has been wonderful in terms of Australia and raising KIND-LY’s brand awareness, and it’s been great watching sales increase as Amazon Australia’s traffic has done so.
Lisa Raciti Kind-LY CEO
HOW-TO

Ready to start selling in Australia?

Just like in the US, 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 seller 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 the US to Australia or begin adding products in Australia by finding existing listings or creating new listings.

Step 3

Ship and fulfill
Amazon has a network of leading 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 Fulfillment 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.
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Amazon Seller Help

Dive deep on specific topics related to selling on Amazon in Australia
Go to Seller Help
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Webinars

Watch our webinars to learn about how to expand to Australia
Expand to Australia 101
Expand to Australia 201
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What you'll need for registration

Register using a unique storefront nickname (i.e. mystoreAU) and a unique email account (not used for another Amazon account).

Company registration and contact details (business email, phone number, business license, primary contact person information) along with proof of address

Beneficial owner information including a government-issued ID

Credit card and AU bank account information to receive sales. Hyperwallet is a third-party payment provider working with Amazon to provide payment services to sellers in the Australia marketplace.

GST number, if applicable
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Goods and Services Tax (GST)


In Australia, there is a Goods and Services Tax (GST) on imported goods that have a customs value of $1,000 or less (Low Value Imported Goods or LVIG). Amazon is required to calculate, collect and remit 10% GST on LVIG sold on amazon.com.au by third-party sellers that are shipped from outside Australia to customers in Australia. You (and not Amazon) are responsible for your own GST obligations when selling to customers in Australia using the FBA service. If your turnover is greater than $75,000 AU per annum, you will be required to register and account for GST on sales of taxable products. Check out a full list of FAQs here.

Tax Service Providers
As part of our commitment to help sellers expand their business to Australia, Amazon is working with international tax advisors to offer special discounted rates for Amazon sellers who are expanding their business into the Australia Marketplace. Connect with a tax expert in the Service Provider Network or visit the Marketplace Appstore!

Important: Information on this page does not constitute tax, legal, or other professional advice and must not be used as such. You should consult your professional adviser if you have any questions.

Frequently Asked Questions

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

Overall

Why sell in Australia?
Selling in Australia allows you to:
  • Reach millions of additional customers: When you sell on Amazon in Australia, you can reach millions of customers and make your products easier to find and easier to buy for Australian customers. Start selling and grow your customer reach globally.
  • Be a part of the growth: Benefit from a growing marketplace by selling in Australia. In 2019, Amazon.com.au experienced +52% YoY growth of average monthly unique visitors and ecommerce sales in Australia grew +3.8% growth in 2019. You too can benefit from this growth by selling in Australia and create listings in more than 30 product categories.
  • Let Amazon handle the details: Leverage our state-of-the-art logistics, powerful tools, and world-class customer service to simplify international selling, so you can concentrate on expanding your business.
  • Be among the first: Compared with the US, Amazon’s Australia marketplace often have fewer sellers in your category, meaning more opportunity for you. Get first-mover advantage by being one of the first sellers in your category.
What products should I sell in Australia?
We usually recommend that sellers offer all their eligible US selection in Australia. With Amazon’s Build International Listings (BIL) tool, it’s easy to add your US 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 US plug won’t work in Australia.

If you plan to use Fulfillment by Amazon (FBA) to fulfill 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 the US, 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 fulfill orders.
  • Manage your business, including customer support and returns.
Download the Amazon Australia Selling Guide
What is Goods and Service Tax (GST), and what do I need to know about it?
If you choose seller fulfillment, 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 sellers 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 US business entity. The bank location must be Australia so you will not be able to use your US bank account. To facilitate, we recommend currency converter services such as Hyperwallet.

Account and listings

Can I use my current US account to sell in Australia?
No, you’ll need to register an Amazon Australia account. You have the option to link your US 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.com 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.com 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 North American 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 US 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—Australia versus US—each version would have its own ASIN. However, if the products are not materially different (e.g., color 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. Fulfillment by Amazon (FBA) cannot fulfill your Australian marketplace orders with inventory stored in US fulfillment centers.
Can I ship direct from my manufacturer to a Australian fulfillment center?
Yes.
How do I ship my products to Australia, including to Australian fulfillment centers?
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 the US. 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 fulfillment 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 fulfillment 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-fulfillment, 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 Fulfillment by Amazon (FBA) in Australia different from FBA in the US?
FBA in the US is very similar to FBA in Australia. Just as in the US, 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 sellers 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 the US, 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 fulfillment centers, the cost of converting currencies, and taxes and duties. Many of the variable costs will change based on whether you decide to fulfill products yourself or use FBA.
Many of the variable costs will change based on whether you decide to fulfill products yourself or use FBA. Review the Fulfillment 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 US marketplace, 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.

Managing your business

How do I convert currencies?
The bank location must be Australia so you cannot use your US 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.
How do I provide customer support to Australian customers?
When you use Fulfillment 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 sellers, this FBA feature is critical to selling successfully in Australia.

When you choose to fulfill 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 seller scorecard.
How do I handle international returns from Australian customers
When you use Fulfillment 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 seller. 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.

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Already selling on Amazon.com?

Expand to Australia

 

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