Retail analysts say Amazon's slow rollout is all part of its strategy, as it announces its "fulfilment" service is now available to retailers in Australia.

Businesses who are registered on its online marketplace can now access its Fulfilment by Amazon service, which selects, packages and ships products on the seller's behalf.

It is the latest push by the retail behemoth into Australia after its launch in early December, which ended a period of intense speculation.

The chief executive of retail consultancy Retail Doctor Group, Brian Walker, is expecting the new service to have a strong uptake among businesses using Amazon in Australia.

"Fulfilment that is end to end, product purchase right through to delivery, is one of the key platforms of Amazon's overall strategy," he said.

Strategy behind slow start in Australia

Analysts have observed a slow start to the online giant's entry into the Australian market and IBISWorld senior industry analyst Nathan Cloutman thinks price could be a factor.

"Prices haven't been as low as everybody was expecting," he said.

However, Mr Walker said the soft launch is likely part of their strategy.

"They take a while to get all the tools in their armoury complete," he said.

"We never thought they would open with huge fanfare because they haven't done it in other countries, it's a very staged approach.

"They're learning about the Australian market, they're learning about the retailers that work and they're collecting great communities of data."

Subscription service launch looms

In an announcement on Tuesday, Amazon confirmed its Prime subscription service is set to launch in Australia in mid-2018.

"I think this rollout to launch Prime quickly is signalling Amazon probably hasn't had as big an effect on the Australian retail sector as it would've liked," Mr Cloutman said.

He pointed to the recent results of electronics retailer JB Hi-Fi, which saw profit jump 21 per cent in the first half of the financial year, as indicating the major impact of Amazon was yet to materialise.

"With the launch of Amazon Prime, we're probably going to see prices and delivery times decrease," he said.

In the United States, Prime subscriptions include free delivery and access to its music and video streaming platforms.

"Nearly 50 per cent of Americans are Prime users," Mr Walker said.

"The Prime model in the States is a model for getting into our homes."

Mr Walker said the different planks of Amazon's business allow it collect data from a community of users and, overtime, predict what they "need" to buy.

"Our American partner's [artificial intelligence] device can tell him when he needs paper towel replenishment… that's the model that Amazon are taking us down."