Rocco Braeuniger, the man brought in from Amazon's German arm to run the Australian operation, said Amazon would be focusing on "customers and the long-term" as it attempted to build its business in Australia.
The giant e-tailer is promising one-day deliveries in most capital cities and 30% discounts on big-brand toys and clothing.
Its keenly anticipated entry into Australia's $300 billion retail market comes as traditional bricks and mortar retailers brace themselves for the impact of Amazon's arrival.
Customer orders will be fulfilled from Amazon's new centre in Dandenong South. But JB only charges $1.69 for its cheapest delivery option, making the total cost $21.97 for Amazon and $23.68 for the local retailer for a final difference of just 7%.
"By concentrating on providing a great shopping experience and by constantly innovating on behalf of customers, we hope to earn the trust and the custom of Australian shoppers in the years to come", he said.
United States internet giant Amazon launched in Australia today in time for Christmas, with retailers scrambling to cut costs and boost their online offerings as they brace for an expected shake-up of the sector. Amazon said it already has more than 1000 employees in Australia across offices in Sydney, Melbourne, Perth, Brisbane and Canberra.
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"Over time, we will create thousands of new jobs and invest hundreds of millions of dollars in Australia", he said.
There are growing fears from local retailers that Amazon, which officially launched in Australia today, will use a unique pricing model to kill off the competition.
"For Amazon's Marketplace to be successful in Australia, Amazon will need a good product range, including local specialty suppliers".
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Australian tech startup Koalasafe has been selling its product via the Amazon Marketplace since 2015. "I think this may prove hard".
There is, however, no news on whether or not Amazon Fresh will be delivering Aussies their groceries any time soon.
"We never believed that Amazon will decimate retail". Many products will ship out of a Melbourne-based warehouse the company began setting up months ago.
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"By tapping into our global experience and decade of learnings, we are excited to help Australian brands and retailers thrive in what will be a new retail paradigm in our market", Fowler says.