Amazon Australia's launch was predicted to be the 'biggest shake-up in retail in a generation' - but instead customers were faced with mark-ups of almost 1000%.

The online delivery giant's 'soft launch' in Australia saw tech products on sale for prices up to ten times more than local retailers like JB Hi-Fi and Harvey Norman.

Logitech surround sound speakers were being sold by Amazon for $504, while the same speakers could be bought for $369 at Kogan or $397 at Harvey Norman.

Amazon Australia's launch was predicted to be the 'biggest shake-up in retail in a generation' - but instead customers were faced with mark-ups of almost 1000%

Logitech surround sound speakers were being sold by Amazon for $504, while the same speakers could be bought for $369 at Kogan or $397 at Harvey Norman

The biggest mark-up appeared to be a laptop bag made by software company HP, which Amazon had on sale for $267 compared to JB Hi-Fi's $29.95.

While the Olympus Tough TG5 camera was marketed as $796 by the online giant, despite retailing for just $598 at Harvey Norman.

Analysts from Deutsche Bank said Amazon's soft launch would 'undoubtedly have been disappointing' and confusing for customers expecting a full catalogue.

'Entire categories such as televisions, mobile phones, and grocery segments such as hair-care were missing,' analysts for the bank wrote, reported Business Insider.

While the Olympus Tough TG5 camera was marketed as $796 by the online giant, despite retailing for just $598 at Harvey Norman

The biggest mark-up appeared to be a laptop bag made by software company HP, which Amazon had on sale for $267 compared to JB Hi-Fi's $29.95

'Searches for Apple products such as iPhones, or Sony does not produce the hardware results we intended (the results would mostly be books). Indeed, we observed a number of anomalies on Amazon's Australian website.'

However, Amazon managed to out-price their competitors with some items, including a $1,289 Yamaha surround sound bar that was $200 cheaper than Harvey Norman's offering.

And while the Brother PT-E110VP label printer was more expensive than the same one offered at Officeworks, an Epson Workforce printer was 21 per cent cheaper.

Amazon Australia Price Comparison Item Amazon JB Hi-Fi Harvey Norman Officeworks Alternative Retailer Logitech Surround Sound Speakers Z906 $504.47 $399.00 $397.00 $478.00 $369.00 Olympus Tough TG5 Camera $796.13 599.00 $598.00 N/A $599.95 Epson Workforce WF-2750 Printer $150.22 $128.00 $178.00 N/A $182.25 Yamaha Sound Bar YSP-2700 $1,289.00 N/A $1,496.00 N/A $1,399.00 HP Value Top Load Laptop Bag $267.95 $29.95 N/A N/A $40.90 Brother PT-E110VP Label Printer $103.25 N/A N/A $99.00 $86.93 Source: Business Insider

Amazon did manage to out-price their competitors with some items, such as a $1,289 Yamaha surround sound bar that was $200 cheaper than Harvey Norman's offering

The 'soft launch' of Amazon Australia began with promises the marketplace giant would forever change the face of shopping in this country.

The 'internal testing phase' was limited to a small number of customers who were able to order from the local site, with the full launch expected on Friday.

Despite the hype, Amazon Australia's website still looked the same on Friday afternoon as it has in recent years.

The home screen remained as the Kindle book store, with avid buyers unable to access the new products.