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Amazon Australia Country Manager Departs

Amazon Australia’s country manager is set to move overseas after just two years, as retail experts say the mammoth e-commerce company is falling short of expectations for its down under expansion.

Rocco Braeuniger

According to the AFR, Rocco Braeuniger will soon take a senior role in Europe, with a North American Amazon operations director Matt Furlong set to move in to his role.

Mr Braeuniger moved into the Australian operation four months before its December 2017 launch after working as director of consumables for Amazon Germany.

He follows former Amazon Australia head of operations Robert Bruce out the door after he departed in June.

Amazon Australia brought in $292 million total revenue for 2018.

Mr Braeuniger pointed to product range and services growth, including delivery and streaming service Prime, shipping service Fulfilment By Amazon, Global Store, and retail startup incubator Launchpad as proof the Australian division was gaining traction.

He said the launch of Amazon Australia was one of the most successful the company had had and was outpacing launches in emerging markets.

Australians generally have more discretionary income than consumers in “emerging markets”, but the devastating impact Amazon’s incursion down under was expected to have on the likes of Kogan, Harvey Norman and JB Hi-Fi appears to have not eventuated.


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