Photo: Amazon's Australian 'Marketplace' covers 23 categories. (Supplied: Amazon) US retail goliath Amazon has officially launched its Australian operations and will expand the local online product range to more than 20 consumer categories. The highly anticipated announcement comes as traditional bricks and mortar retailers David Jones, Myer, Harvey Norman and JB HiFi brace for expected tougher competition from Amazon's Australian onslaught. Amazon's Australian marketplace covers 23 categories including books, computers, music, clothing, accessories, home improvement, consumer electronics, kitchen goods and baby products. In a move certain to fuel competition from traditional retailers in the leadup to Christmas, Amazon will offer free delivery on orders over $49 with a one-day service in select areas. In a carefully planned announcement, Amazon Australia's country manager, Rocco Braeuniger, said Amazon would be offering "millions" of products from well-known Australian brands as the company enters the $300 billion retail market. "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," Mr Braeuniger said in a statement to the ABC. Customers buying on the Amazon Australia platform will have their goods shipped from a "fulfillment centre" at Dandenong South in Melbourne's outer east which was converted from a 24,000-square-metre warehouse earlier this year. Mr Braeuniger said Amazon was committed to Australia for the long-term and wanted to become a significant part of the Australian economy and retail sector. Photo: Amazon's Rocco Braeuniger says the brand is committed to Australia for the long-term. (Supplied: Amazon) "Over time, we will create thousands of new jobs and invest hundreds of millions of dollars in Australia," Mr Braeuniger said. "The result will be an ever-improving customer experience driven by the regular introduction of new products and services that we hope customers will love." Amazon — the world's biggest online shopping company — had been expected to open in Australia last month to coincide with