Beauty business owner Briony Kennedy is underwhelmed by Amazon Prime's launch and will not be using the platform to sell her products.

Briony Kennedy has chosen not to sell Adorn Cosmetics products through Amazon. Credit:Joe Armao

"I think what most people don't realise is that Amazon is really another Google, it is a search engine," says Ms Kennedy who is the owner of Melbourne-based beauty business Adorn Cosmetics which sells its products predominantly online.

"It doesn't meet the hype at all. Whilst it has its place, I don't think people need to be as fearful of it as they are."

Ms Kennedy started Adorn in 2009 and employs 10 staff with a turnover of more than $1 million a year.