E-commerce and cloud computing giant Amazon.com Inc. (AMZN) officially started taking orders in the world's 12th-largest economy Tuesday morning. Amazon’s Australia site launched with 23 product categories, broader than its launches in Canada and the United Kingdom. The debut comes ahead of the holiday season, a period in which struggling brick-and-mortar retailers were hoping to reverse a major sales slump. (See also: Amazon—Not Apple—Will Be First $1T Co.: NYU Prof.)

The global retailer will offer free shipping nationwide on orders worth over A$49 ($37), listing millions of products from apparel to sporting goods and consumer electronics.

Australian customers are still anticipating the full release of the Australian version of Amazon Prime, a subscription service that allows for services such as two-hour delivery, due to roll out by mid-2018. Amazon Prime Video, Amazon’s streaming service, is now available to Australians as a standalone package for $2.99 a month for the first six months following a free seven-day trial. Membership renewals after that are $5.99 per month.

Wooing Woolworths Customers 

A recent UBS survey of over 1,000 Australian consumers found that 42% expect to shop online more after Amazon’s launch, while 56% said they will probably visit the new Australian website and 51% said there is a “strong likelihood” they will buy from the new platform. Amazon is already the second-most-popular shopping website behind Woolworths in Australia, according to Nielsen research. In anticipation of the Seattle-based retail titan’s arrival, JB Hi-Fi, Australia’s largest home entertainment retailer, unveiled new delivery options including same day and three-hour rush deliveries.

Rocco Braeuniger, Amazon Australia’s country manager, said in a statement that the $554 million tech behemoth will “earn the trust” of the new consumer cohort and over time create “thousands of new jobs” in Australia.

Trading up 0.9% on Tuesday afternoon at $1,143.59 per share, AMZN reflects a whopping 52.5% gain year-to-date (YTD) compared to the S&P 500’s 17.9% increase over the same period. (See also: Walgreens CEO: Amazon Not Yet a Major Rival.)

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