How to Capitalise on ‘Buy Local’ and Market your Brand Effectively on Amazon Australia

TL;DR

• Aussie shoppers prefer local brands for faster delivery, better service, and trusted quality—use this to your advantage on Amazon.

• Highlight your local identity with phrases like “Australian-owned,” localised language, and imagery that reflects Aussie culture.

• Optimise listings using local keywords and run Sponsored Brands ads that promote your local roots and fast shipping.

• Partner with local influencers through the Amazon Associates program to build trust and drive traffic from outside Amazon.

• Engage buyers with excellent customer service, prompt responses, and encourage authentic reviews that mention your local value.

• Offer exclusive deals or promotions for Australian buyers to boost loyalty and stand out from overseas competitors.

You’re selling on Amazon Australia, but struggling to stand out—especially against cheaper international sellers.

Here’s the reality: more Aussie shoppers are choosing to buy local, not just out of patriotism, but because they value faster delivery, local support, and trusted quality. Yet many local brands fail to communicate this clearly on Amazon—and miss out on a powerful competitive edge.

But here’s the good news—you don’t need to lower your prices to compete. You just need to market smarter. Highlighting your local identity can build trust, boost visibility, and turn browsers into buyers if you do it right.

In this blog, we’ll break down how to make the most of the “buy local” trend on Amazon Australia, from listing tips and ad strategies to collaborating with local influencers. Whether you’re an Aussie brand or just selling here, this guide will help you connect with what Australian customers actually want. Let’s help your brand feel local and look like the obvious choice.

What does ‘buy local’ mean to Australian customers?

To Australian customers, “buy local” isn’t just a trend—it’s a purchasing priority. A recent study by Roy Morgan found that over 90% of Australians prefer buying Australian-made products, and 70% say they’re willing to pay more for local goods if it supports local jobs and businesses.

It’s about more than patriotism. “Buy local” means trust, quality, and faster delivery. Shoppers feel confident knowing they’re buying from someone who understands the Australian lifestyle, seasons, and expectations—whether that’s sizing, ingredients, or product usage. It also means easier returns and local customer support, which adds to the appeal.

For sellers who sell local products on Amazon AU, this creates a major opportunity. If you’re manufacturing in Australia or even just operating from here, highlighting your local identity can set you apart from overseas competitors. In a growing marketplace like Amazon Australia, where global sellers dominate, showing that you're a local brand builds instant trust, loyalty, and visibility. Simply put, “buy local” sells.

How to capitalise on ‘buy local’ and market your brand on Amazon Australia

#1 Highlight your local identity on your Amazon listings

Highlighting your local identity on Amazon Australia is one of the most effective ways to connect with customers and stand out from overseas sellers. Australian shoppers are increasingly looking to support local brands, and if you can clearly communicate that you're an Aussie business, it builds instant trust and credibility.

Here’s how to make your local identity shine on your Amazon listings:

1. Call out your Australian roots in your listing copy

In your product title, bullet points, and description, use phrases like “Australian-owned,” “Made in Australia,” or “Local Aussie brand.” These aren’t just buzzwords—they tap into what shoppers care about. Just make sure any claims are accurate and verifiable.

2. Use Australia-specific language and tone

Avoid overly Americanized or generic copy. Use terms that Australians understand and relate to. For example, use “free shipping across Australia” instead of “nationwide shipping,” or “bush-proof” instead of “durable” when relevant. Speaking your customer’s language makes your brand feel more familiar.

3. Add imagery that reflects your Aussie identity

Visuals matter. Use lifestyle images that showcase your product in Australian settings—beaches, bushland, local homes, or with Aussie models. If you’re an Australian-made brand, include the green and gold Australian made logo in your A+ Content or product images (if you’re licensed to use it).

4. Leverage Amazon A+ Content and Brand Story sections

Use these areas to talk about your brand’s story—how it started in Australia, what you stand for, and how your products are designed for Australian conditions or values. Shoppers love buying from brands with a story, especially when that story feels local and personal.

So, using A+ Content and the brand story section is a powerful way to strengthen your branding on Amazon Australia—helping you communicate your values, highlight your local roots, and build trust with Aussie shoppers."

5. Mention fast shipping and local customer support

Australian shoppers value speed and reliability. If you fulfil from a local warehouse or offer quicker delivery compared to overseas sellers, highlight this. Phrases like “dispatched from Australia” or “local support team” can ease concerns and increase conversions.

6. Use Amazon's ‘Ships from Australia’ badge

If eligible, make sure your listing clearly displays that your product ships from within Australia. This badge can make a huge difference in buyer decisions—especially for time-sensitive purchases.

Thus, from your storefront to your product page, keep your Aussie identity consistent. Local trust is built through repetition and clarity. By thoughtfully highlighting your local roots, you’ll not only build stronger connections with Australian customers, you'll give them one more reason to choose your product over an imported one.

#2 Optimise for Australian search and shopping habits

To succeed on Amazon Australia, it's not enough to list a great product—you need to show up where shoppers are looking. That’s where understanding local search and shopping habits comes in. If you're not using the right keywords or promoting your Aussie identity, you're missing out on traffic and conversions. Here's how to optimise your product for the Australian market.

1. Research local keywords

Australian shoppers don’t always search the same way as those in the US or UK. Spelling differences (like “favourite” vs. “favorite”) and regional terms matter. For example, someone in Australia might search for “esky” instead of “cooler,” or “nappies” instead of “diapers.”

To find the right terms:

• Use Amazon auto-suggestions on Amazon.com.au to see what terms customers are actually typing.

• Use keyword research tools like Helium 10, Jungle Scout, with Australia selected as the marketplace.

• Check competitor listings with high sales to see which terms they use.

• Think like an Aussie customer—what would you type if you were looking for your product?

Once you’ve got your list, place those keywords naturally in your title, bullet points, backend keywords, and description. Don’t just copy-paste a US version of your listing—it might not rank well or sound natural to Aussie buyers.

2. Use Sponsored Brands ads to highlight your local identity

While Sponsored products are great for getting clicks, Sponsored Brands allow you to tell your story—and that’s where your local identity can shine. Sponsored Brands ads appear at the top of search results and feature your brand logo, custom headline, and multiple products. 

This format is perfect for calling out your local advantage with headlines like:

• “Australian-Owned. Designed for Aussie Homes.”

• “Made in Australia. Trusted by Locals.”

• “Local Shipping, Local Support.”

You can also drive traffic to your Amazon Storefront, which gives you space to showcase your full product range, add lifestyle images, and tell your brand story more engagingly. If your storefront reinforces your Aussie roots, these ads can help drive more brand recognition and trust.

3. Pay attention to local shopping habits

Australians often shop with delivery speed and customer support in mind. If you're fulfilling orders locally or offering fast, tracked shipping—make it clear. It matters. Also, keep key shopping periods in mind,  such as End of Financial Year, Boxing Day, and Click Frenzy, which are unique to Australia. Use these events to time your promotions, adjust ad spend, and create urgency in your product copy.

#3 External marketing ( Collaborate with local influencers) 

When launching or growing your brand, relying solely on Amazon traffic isn’t enough. To make the most of your Amazon Australia marketing strategy, you need to attract attention from outside the platform—and that’s where local influencers come in. Collaborating with Australian influencers can be a powerful way to build awareness, trust, and sales for your product. 

Why? 

Influencers already have a loyal audience who trusts their recommendations. When they talk about your product, it feels more personal and authentic than traditional ads. Start by identifying influencers who align with your product and audience. 

For example, if you’re selling eco-friendly kitchenware, look for Aussie food bloggers or sustainability creators. If it’s a beauty product, explore creators on Instagram or TikTok who review skincare or makeup. You don’t need celebrities with millions of followers. 

In fact, micro-influencers (those with 5K–50K followers) often have higher engagement rates and more targeted communities. Reach out with a clear pitch, offer a free product, affiliate link, or small fee in exchange for a post or video.

You can also encourage influencers to use the Amazon Associates program, where they earn a small commission for each sale made through their custom link. It’s a win-win—they get paid, and you get traffic and social proof. 

Make sure the influencer content is authentic, focused on benefits, and includes your Amazon product link. Then share their post across your own social channels and Amazon Store (if applicable) to extend the reach.

Done right, working with local influencers helps you connect with real Aussie customers in a relatable way and gives your product that all-important visibility boost outside of Amazon. One of the best ways to capitalise on the “buy local” trend on Amazon Australia is by building strong, genuine relationships with your customers. 

While pricing and convenience matter, shoppers who choose to buy locally are often looking for something more like connection, trust, and the feeling that their purchase supports something real and close to home.

#4 Build a relationship with the customer 

1. Encourage customer reviews and feedback

Positive reviews are gold on Amazon. They not only boost your credibility but also help new buyers feel confident about choosing your brand, especially if you position yourself as a local business. After a sale, politely ask your customers to share their experience. 

When they mention that your product is Australian-made or shipped fast locally, it reinforces the message for future shoppers. You can use Amazon’s “Request a Review” feature or include a thank-you card in your packaging encouraging feedback.

2. Build relationships through customer service

Your customer support matters. Respond quickly to inquiries, questions, or concerns with a friendly, helpful tone. Use it as a chance to reinforce your Aussie identity, mention your local location when relevant and show customers that real people are behind the brand. 

Great customer service builds loyalty, encourages word-of-mouth marketing, and keeps people coming back. So, providing responsive, friendly support is one of the best ways to connect with Aussie shoppers and show them there’s a real, local brand behind the product.

3. Offer exclusive deals for local buyers

Give Australian customers a reason to choose you over imported alternatives. Whether it’s free shipping within Australia, limited-time local deals, or bundle discounts just for Aussie buyers, exclusive promotions can increase loyalty and repeat purchases. Make these offers clear in your listing or ads to remind customers that buying local comes with real benefits.

In a growing and competitive marketplace like Amazon Australia, engaging directly with your audience and creating a personal, locally grounded brand experience is a powerful way to stand out. The more connected customers feel to your brand, the more likely they are to choose you again and again.

Final words

Winning on Amazon Australia isn’t just about having a great product, it’s about showing customers why they should choose you. With more Aussies looking to buy local, this is your chance to stand out by highlighting your brand’s local roots, using the right keywords, running targeted ads, and connecting with real people through local influencers.

You don’t need a massive budget, just a smart, clear strategy that speaks directly to what Aussie shoppers care about: trust, quality, and convenience. Working with an Amazon consultant can also give you a competitive edge, helping you fine-tune your approach, avoid costly missteps, and get the most out of every launch or campaign.

Whether you're just starting or looking to grow, these tips-along with the right expert guidance, will help you build visibility, drive sales, and create lasting customer loyalty. 

Start small, stay consistent, and let your local identity do the talking. Contact us today!