Amazon expands offering in Australia
Amazon has launched a new product category in Australia, making more than 800,000 automotive products available to customers Down Under.
The category launch covers products not only for cars, but also motorcycles and RVs and includes products such as parts and accessories, car care and maintenance, oils and fluids, tools and equipment, lighting and more.
Top automotive brands such as Castrol, Mobil1, Liqui Moly, Thule Rhino Rack, Armor All, Mothers, Ctek, OSRAM, Bushranger and Dometic Waeco are among those listed on the online marketplace.
This brings Amazon’s total range in Australia to 23 categories and over 60 million products, since launching Down Under in December last year.
The e-commerce giant also launched Amazon Prime in Australia in June, offering free delivery on millions of eligible local and international items, as well as access to exclusive content, such as Prime Original series and other popular movies and TV shows, to members.
Amazon has frequently stated that Australians received the most comprehensive set of Prime benefits at launch of any new market, however, recent research from Starcom suggests consumers may be waiting for more benefits to arrive before they sign up.
Starcom research director Nicole Conroy said that the membership program is missing many of the features of the international version, which has deterred the majority of Australians from joining, despite the lower price point.
“However for those that have joined, the change in shopping behaviour is immediate,” she said.
“Starcom believes that Amazon will need to bring a US-style Prime offer to Australia to drive Prime membership to a significant degree, and that by doing so Amazon will accelerate growth to a degree that significantly impacts Australian retail.”
Starcom also noted that while many consumers were disappointed by the range and price of Amazon’s initial offering, sentiment has become increasingly positive.
The research firm found the 88 per cent of social media mentions of Prime Day were positive during June and July, and positive sentiment towards the company improved to 72 per cent post-Prime Day.
“In the digital age, it is more tempting than ever to take a short-term view, to elevate the importance of immediate consumer actions above long-term brand building,” Conroy said.
“Our research has found that Australians are increasingly positive towards Amazon, are thinking differently about Amazon and visit the site with a shopping mission in mind.”