What moved (Oct '25 – Sep '26)
| Metric | Oct 2025 → Sep 2026 | Change |
|---|---|---|
| Awareness | 88% → 95% | +7pp |
| Consideration | 68% → 76% | +8pp |
| Investigation | 68% → 74% | +6pp |
| Claimed Usage | 66% → 73% | +7pp |
| Preference | 47% → 57% | +10pp |
What's behind the growth
Amazon has been investing in both its brand and its ease of buying in Australia. In March 2026 it unveiled a brand campaign with comedian Steph Tisdell called "Spend Less on the Ones They Love". Agency Droga5 ANZ made four TV ads and ten social films. They ran across TV, cinema, online video, outdoor, social and radio. Ben Gandy, Head of Brand & Category Marketing, said Tisdell's "comedic energy perfectly captures the idea that you can absolutely adore someone and still be a savvy shopper".
Delivery has been getting faster too. Free same-day delivery for Prime members reached Canberra in June 2026 and Gosford and the Central Coast in July 2026. Country Manager Matt Benham said, "Speed and convenience are at the heart of our delivery investment in Australia". In August 2026 Amazon added overnight, afternoon and evening delivery windows in Sydney and Melbourne. It says 72% of Australians can now get free next-day or faster delivery with Prime.
The range is growing too, with a January 2026 launch of fresh grocery delivery with Harris Farm Markets across more than 80 Sydney suburbs. It is also investing in its network, with a more than $750 million robotics fulfilment centre announced for Logan, Queensland in March 2026 and targeted for completion in 2028, so more is in the works.
