Beta Rollout and Scope
Amazon has launched Amazon Haul in Australia in beta through the Amazon Shopping app, offering hundreds of thousands of products under $25 across fashion, home, and lifestyle categories. Customers can access Haul via the app’s search for “Haul” or the main menu, with a dedicated experience including its own search, basket, and checkout. Orders will typically arrive in two weeks or less.
Amazon Haul rolls out in Australia
Introductory Discounts and Delivery
Amazon set a limited-time 60% discount across all Haul products for two weeks after launch, bringing many items to under $10 at checkout. Customers can also receive 5% off orders over $65 and 10% off orders over $100. Haul offers free delivery on orders over $40 during the launch period, with a standard $11.99 delivery fee on orders below $40. The promotion highlights Amazon’s intention to increase value options in the competitive e-commerce market.
Amazon set a limited-time 60% discount for two weeks after launch
Competitive Positioning and Context
The launch follows Haul’s rollout in the US, UK, Saudi Arabia, Germany, the UAE, and Mexico. The initiative aligns with ongoing competition from ultra-low price platforms and broader value-seeking behaviour in e-commerce. Social media “haul” trends have grown in influence, featuring bulk, low-cost purchases showcased by consumers. Amazon is positioning Haul to capture this trend in Australia’s price-conscious retail environment.
Customer Protections and Returns
Amazon states that all Haul products go through relevant Amazon checks to ensure compliance with regulations and policies. Customers can return items for a change of mind within 15 days of receipt when conditions are met. This policy supports buyer confidence and aligns with Amazon’s standard marketplace assurances.
Customers can return items within 15 days of receipt when conditions are met
Executive Commentary
“Since launching our Store in Australia in 2017, we have been constantly innovating to provide competitive prices and the best possible shopping experience for our customers, and this is another way we can deliver value for Australians on a wide selection of products,” said Amit Mahto, Australia Country Manager of Amazon Marketplace. “Australians seek out value and convenience when they shop online, and we’re excited to provide more options through the shopping app they already know and love.”
Access and Availability
Amazon is rolling out Haul to select customers in Australia now, with wider availability over the coming days through the updated app. Customers can locate Haul by searching “Haul” in the app or navigating via the main menu. Availability is expected to cover all Australian users shortly after the beta phase.
Amazon Introduces First Colour Kindle in Australia
Device Rollout And Positioning
Amazon has introduced Kindle Colorsoft, its first colour Kindle, to Australian customers. Kindle Colorsoft features a 7-inch colour display designed for reading with a glare-free finish and fast performance.
Amazon recently introduced Kindle Colorsoft for Australian consumers
Features And Reading Experience
Customers can browse book covers in colour, view images in colour, and add highlights in yellow, orange, blue, and pink, with filtering options. A Page Colour feature allows inversion of black text and white page backgrounds for readers who prefer darker pages. The device supports pinch-to-zoom and offers standard or vibrant colour styles. Users gain the ability to experience illustrations, charts, and covers in more detail.
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Display Technology And Durability
The Colorsoft display uses an oxide backplane and a custom light guide with nitride LEDs, supported by Amazon’s algorithms to enhance colour and brightness while maintaining detail. Kindle Colorsoft includes up to 8 weeks of battery life, USB-C charging, and a waterproof design. This new release expands the Kindle range for Australian readers and suits those engaging with graphic novels, educational books, or colour-enhanced publications.
Strategic Outlook
Amazon’s dual launches of Haul and Kindle Colorsoft highlight its focus on expanding product variety and enhancing user experience in Australia. The company is targeting value-driven shoppers with ultra-low pricing while introducing new technology for digital reading. This approach reinforces Amazon’s commitment to growing its customer base and strengthening its market presence in the country.
