【Switzerland】

It's finally happened.

After a very soft launch on SwitzerlandNov. 23 had Australians wondering if they'd see Amazon up and running before Christmas, the company has finally, officially launched in Australia.

SEE ALSO: Amazon's Alexa and Echo to finally launch in Australia and New Zealand

One of the biggest things to happen to Australia's retail sector, Amazon's website has switched over from a Kindle Store presence to its fully fledged Amazon.com.au, with millions of products now ready for eager Christmas shoppers across more than 20 categories.

It's a huge moment for Australian retail, and one of the most anticipated launches of the year, after Amazon confirmed in April 2017 it would expand its operations in Australia. Local retailers like David Jones and Myer have been scrambling to launch their own "premium" in-store services and price matching strategies or revamped online stores ahead of Amazon's arrival.

Thousands of Australian brands have already signed up with Amazon to sell their wares locally and internationally. Small and medium-sized Australian businesses are selling on Amazon Marketplace.

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Original image has been replaced. Credit: Mashable

Amazon's allowing free delivery on eligible orders above $49 that are sold by Amazon, and the company is rolling out one-day delivery service to select areas.

Plus, for the first time, Australian customers will be able to access Prime Video and Twitch Prime, launching Prime shipping benefits in Australia in mid-2018 (registration for Prime is open now for Aussies).

While Amazon’s corporate offices, with 1,000 employees, are located in Sydney, Melbourne, Brisbane, Canberra, and Perth, the company's new fulfillment centre in Dandenong South will be the nucleus for product distribution.

“Over time, we will create thousands of new jobs and invest hundreds of millions of dollars in Australia,” said Rocco Braeuniger, country manager of Amazon Australia, in a statement. “The result will be an ever-improving customer experience driven by the regular introduction of new products and services.”

The official launch also comes days after Amazon announced it would finally be launching its Alexa-powered Echo devices in Australia and New Zealand — about time, right?

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