After months of speculation, Amazon was set to debut a soft launch of its new Australian marketplace website. Retail consultant Scott Kilmartin told Australian news outlet, The New Daily, there would be a “soft launch” of the site on Thursday, followed by an official launch on Friday – to coincide with the annual pre-Christmas discount shopping frenzy known as Black Friday.

However, some confusion about this launch has caused a slight backlash for the global online retailer, with only a handful of people from the "test team" able to utilise the updated marketplace. As a result, many members of the public took to social media to express their frustration at there being no sight of the Australian marketplace, even though it was set to launch four days ago. Before this, amazon.com.au did exist in Australia, but it only would sell books, e-books and kindles.

On Twitter @TheStaceyWalker said: "1am and no sign of Amazon Australia going live."

@realTomCoyne: "All I can see on #AmazonAustralia is e-books. Hasn't it launched?"

Providing an image of the countries list on Amazon which did not include Australia, @corneliusJK said: "Welcome to Australia Amazon, NOT! Launch not going according to plan! Face Plant"

Although not quite the launch that was expected for Amazon, the eventual launch could spell trouble for retailers down under, with at least 60% of Amazon's revenue expected to be made up by electronics, clothing and cosmetics by 2023, the company is expected to significantly 'accelerate' Australia's online shopping market, new UBS research revealed.

More news on the launch of Amazon in Australia as it develops.