Ahead of Amazon Australia's leaked "soft launch", a prominent retail expert has tipped the online giant will offer products up to 30 percent cheaper than Australian stores.

Amazon will soft-launch at 2pm today and Kim Do, Senior Industry Analyst for IBISWorld, predicted once Amazon begins full-scale local trading other retailers in the technology industry will suffer.

"Amazon’s imminent arrival into the Australian market is set to shake up the retail sector," said Do.

"The company intends to challenge domestic retail prices by offering items for 30 percent less than domestic retailers.

"This is expected to appeal to price-conscious Australian consumers, and is likely to affect local retailers that have found it difficult to adjust to a shift in consumer spending behaviour over the past five years."

However, despite the soft launch today, most Australian consumer will not be able to experience the world's second largest retailer until Friday morning at the earliest.

A "soft launch" will only be available to a certain number of people – either randomly selected or existing Amazon customers – and is used to test a number of transaction functions such as server loading and payment processes.

In true Amazon style, we still don’t know when the local site will transition from a soft launch to a full-bore assault, but many tip the platform to open its online doors in time for Black Friday sales.

IBISWorld data anticipates that the entry of Amazon into Australia will grow the online shopping sector by 13.5 percent to $20.1 billion. Local online retailers are already struggling to meet customer demand, with department store revenue to reduce by 0.9 percent over the first five years of Amazon's arrival.

"Technology products are anticipated to be the highest selling category for Amazon, which will disrupt the electronic goods industry," said Do.

"Australian consumers are particularly price savvy when it comes to electronic goods, and will often compare prices across multiple retailers to find the best value.

"As a result, Amazon is expected to take market share away from local electronic goods retailers such as JB Hi-Fi and Harvey Norman."